Juan goes to a bank to make a transaction. Without his knowing it, he carries 3 conditions with which he will “measure” or evaluate the service that this organization is going to provide.
He has never received a customer service course, but he is a customer and has acquired these 3 conditions over time; They are:
- TIME: Juan will enter thinking of being attended to in the shortest possible time. If this is true, your satisfaction will be greater. On the contrary, a late attention will generate an unpleasant feeling towards the banking institution.
- SOLUTION: he is going to have something solved for him. A solution to your request will generate peace of mind, which will be reflected in a good perception of the Bank.
- CORDIAL CARE: like all other consumers, Juan expects that the person from the Bank who will attend him is courteous, respectful and with an attitude of help. If you do not receive it, you will feel unhappy.
These 3 conditions are called service parameters.
All consumers own them and based on this we rate the services we receive from any business or organization.
With only one that is not liked by the consumer, the rating that the organization will obtain will not be positive.
PRACTICAL SITUATIONS
We will review the following cases in order to better illustrate this situation.
Case No. 1:
Juan arrives at the Bank, queues for more than 45 minutes. At the moment of reaching the window, the Cashier attends you very well and solves your situation.
Analysis of this case:
If you doubt, Juan will be quite pleased with this entity. You will not give the Bank 100% service because the delay in line caused you discomfort. It is possible that Juan says to himself: "if this Bank were faster in the attention, the service would be extraordinary".
Case No. 2:
Juan enters the Bank. There are few customers, so in less than 15 minutes you are at the window. The Cashier who attends you with a negative attitude. He hardly speaks. He makes angry gestures. His face shows apathy. In the end I solved Juan's need.
Analysis of this case:
When Juan leaves that entity, he will think how happy he made him leave so quickly, but he will not be comfortable, since the Cashier, possibly gave him a hard time. Juan is likely to leave the bank thinking: “What a bitter cashier. You shouldn't be working there. Too bad, since the service is fast. ”
If at that moment the service received will be asked about its rating, it would possibly not even reach 70%.
Case No. 3:
Juan enters the Bank. It took him 30 minutes to be attended. The Cashier answered him gently, but the computer system fails for the transaction that he had to make and they indicated that he should return later.
Analysis of this case:
It is very likely that Juan leaves the Bank very upset. Not only were you unable to make your transaction, but you must also return again. Juan will ask himself: "And the time I lose in this process, who pays me?"
The rating of the service received should not reach 50%, even though the Cashier treated it well.
Case No.4:
Juan enters the Bank and is attended almost 60 minutes after his arrival. The Cashier was rude and lacking in courtesy. The procedure that he was going to carry out required information that Juan had to carry; but since he did not have it, he had to queue in the customer service area and then queue up again for the Savings Banks to carry out his operation.
Analysis of this case:
This would be the worst case scenario for Juan and any client. All the evaluation criteria were negative and with it their evaluation. Possibly I would not give even 30% to the service.
General conclusions:
Being these 3 parameters very specific, it can help organizations to better plan their service to customers.
Each parameter will require a service design aimed at satisfying the needs of customers and seeking not only the appropriate processes, but the answers in the event that any of them cannot be given to a customer.
We encourage companies to review these 3 elements and to serve as a guide to organize their customer service tasks.
We hope to help you visualize the service in a comprehensive way.
