https://RonKaufman.com/Subscribe
When organizations want to elevate their customer service, they often make this mistake: They focus first on their internal operations.That’s why so many service initiatives involve training programs or process improvements. And it’s also why so many fail.
Why? Because what YOU do during a service transaction is NOT what matters. What really matters is what your customers experience. And their experience of the process is NOT the same thing as the process itself.
So when it comes to improving the customer experience, you’ll want to focus on PERCEPTION POINTS. Perception points are everything that your customers see, hear, touch, taste, and smell during a service transaction. And they form the basis of the customer’s opinion of your organization.
This is great news for you, because perception points can often be improved quickly and with minimal expense. That means you can make fast upgrades to your customer service – and start earning more compliments, more 5-star reviews, and more happy customers.
Watch the video to learn more…
Join the community and receive free resources, ideas, and invitations.
Below is an Autogenerated Transcript
Your challenge to be uplifting with your service is to find and take the next step up.
So that leads us to a slightly different question.Where and when can you, should you take that step up?
Well, we need another model to answer that question. Another fundamental principle, and it’s one that I teach by showing the difference between a service transaction, which is the step by step by step by step by step, point by point by point by point by point steps in a process to complete something, to get something done.
First you go here, then you choose that when you click on this then you put it over there, then you enter the data, then you confirm, then you press, and the order has been placed.
For example, using the Lazada E-commerce platform. But the process is not the same thing as the perception.
In other words, whatever it is that you do, you have a step by step process that you tend to follow. But the experience of being served by that process is not the same thing as the process itself. We call that perception points.Â
So another way to think about this is like this: Process is everything that you do as a service provider, but perception is everything that is experienced by the person who you’re serving, by someone else. And every one of those perception points could be evaluated on the six levels of service and can be stepped up.
If we take, for example, looking at this customer and order journey map that shows you what happens when somebody comes to the Lazada app, sees a campaign page, adds a product, makes the payment, accepts the product, it gets packaged all the way back to the doorstep.
You have so many stages in the process, so many perception points.
