In the last blog post, we discussed transforming the service experience through reliability. Let us now consider what we can do to transform the service experience by creating the feeling of assurance in our customer’s mind. That is, helping them, as they reflect on our service, say to themselves “That’s why I do business with you!”
As we know, the name RATER[1] is an acronym with each letter representing the first letter of one of the five key dimensions of service quality. They are:
Reliability: Our ability to provide what is promised, dependably and accurately
Assurance: Our knowledge and courtesy, and our ability to convey trust and confidence
Tangibles: Our physical facilities and equipment, and our appearance
Empathy: The degree of caring and individual attention we provide to customers
Responsiveness: Our willingness to help customers and provide prompt service
To help our customers experience each of these dimensions when working with us, we need to ensure that our employees act in ways that allow our customers to experience these dimensions. Today we will look at creating Assurance for the customer.
