THE GAPS MODEL OF SERVICE QUALITY CASE: TECHNOLOGY SPOTLIGHT TEAM APPLE MEMBERS: Apple、Sarah、 Justin、Howard Belle OUTLINE •Introduction •How do technology close the Gaps •Customer Gap •Provider Gap •Gap 1 – The Listening Gap •Gap 2 – The Service Design and Standards Gap •Gap 3 – The Service Performance Gap •Gap 4 – The Communication Gap •Practical Case: traditional hotel in Taipei •Q&A TECHNOLOGY SPOTLIGHT Technology’s critical impact on the gaps models of service quality An early hallmark of service was the fact that they could not provided remotely. But now, it can be delivered and consumed at anytime, anywhere! TECHNOLOGY SPOTLIGHT In contemporary society, what’s technology offering different opportunities to improve service quality compared to past? and how? TECHNOLOGY SPOTLIGHT STEP 1 STEP 2 CUSTOMER GAP difference between customer expectations and perceptions Customer expectations Customer Gap Perceived Service KEY FACTORS LEADING TO CUSTOMER GAP Word of mouth communications Personal needs Past experience Customer Expectations Provider gap 1 : not knowing what customers expect Provider gap 2 : not having the right service designs and standards Provider gap 3 : not delivering to service standards Provider gap 4 : not matching performance to promises Perceived Service How do technology influence on customer gap 1. The nature of services themselves has changed. • Self-service technologies The personal photography industry VS digital camera How do technology influence on customer gap 2. Search web – view photos of service locations, compare prices, virtual tour • Compare and judge service PROVIDER GAP1 THE LISTENING GAP not knowing what customers expect CUSTOMER Customer expectations Perceived Service COMPANY Gap 1: The Listening Gap 1. 2. 3. 4. Inadequate customer research orientation. Lack of upward communication. Insufficient relationship focus Inadequate service recovery Company perceptions of customer expectations How do technology influence provider gap 1 1. Marketing research conducted on the Internet. 2. Technology-powered customer relationship management (CRM) Benefits of Online customer research, Internet research - - More willing respondents The speed of collecting and analysis data Equivalent or better data quality The ability to target hard-to-reach populations (high-income customers) The opportunity to use multimedia to present Less expensive (eliminates the postage, phone, labor, and printing cost) Respondents complete web-based surveys in half the time. PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP not having the right service designs and standards CUSTOMER Customer-driven service designs and standards COMPANY Gap 2: The Service Design and Standards Gap 1. Poor service design 2. Absence of customer-driven standards 3. Inappropriate physical evidence and servicescape Company perceptions of customer expectations How do technology influence provider gap 2 • design a highly standard service. Internet base information, transaction service, various smart service, Internet based company Example : transaction service - Amazon (book sale and services provided online) How do technology influence provider gap 2 Various smart services - connected car Internet based company - e-Bay, Facebook How do technology influence provider gap 2 technology based services - Health care (monitor patient condition, train physician) PROVIDER GAP 3 THE SERVICE PERFORMANCE GAP not delivering to service standards CUSTOMER COMPANY Service delivery Customer-driven service designs and standards Gap 3: The Service Performance Gap KEY FACTORS LEADING TO PROVIDER GAP3 1. Deficiencies in human policies 2. Failure to match supply and demand 3. Customer not fulfilling roles 4. Problems with service intermediaries How do technology solve those problems? 1. Allowed customer contact employees to meet the demands more efficient and effectives. 2. Customer can be more involved in co-creating and adding value to their expectation. 3. Facilitating customer participate in service delivery 1. ALLOWED CUSTOMER CONTACT EMPLOYEES TO MEET THE DEMANDS MORE EFFICIENT AND EFFECTIVES. Example: Symantec Connect Connect communities are where Symantec business customers, partners, and employees find solutions, share technical knowledge, and submit product ideas. 2. CUSTOMER CAN BE MORE INVOLVED IN COCREATING AND ADDING VALUE TO THEIR EXPECTATION. Example: LEGO CUUSOO: Co-Creating Platform http://lego.cuusoo.com/ PROVIDER GAP4 THE COMMUNICATION GAP not matching performance to promises CUSTOMER COMPANY Gap 4: The Communication Gap External Service delivery communications to customers KEY FACTORS LEADING TO PROVIDER GAP4 1. Lack of integrated service marketing communications 2. Ineffective management of customer expectations 3. Over promising 4. Inadequate horizontal communications 5. inappropriate pricing How do technology solve those problems? 1. Numbers of new channels which service firm can communicate with customers. EX: blog, targeted emails, communities 2. Online brand communities influence customer expectations for service firm. No matter it is controlled by customer or provider. EX: word-mouth communications 2.ONLINE BRAND COMMUNITIES INFLUENCE CUSTOMER EXPECTATIONS FOR SERVICE FIRM. NO MATTER IT IS CONTROLLED BY CUSTOMER OR PROVIDER. Example: Myself Experience Practical Case: traditional hotel in Taipei GAP MODEL OF SERVICE QUALITY CUSTOMER GAP To reduce differences between room photos and entities Use video to show the type of rooms, not only just use picture, but also we can use the technology of “Virtual Reality”, put the Virtual Reality on our website let customer can use that to feel more experience to our room. http://www.vrwebdesign.co.uk/na tionalgallery/index.htm PROVIDER GAP1 THE LISTENING GAP To predict customer’s need Design the booking system, let customer can more convince and faster to booking the room. When the room is booked, database can give the information of room to customer immediately. For example, now the capital hotel use the written to record the booking, it’s cause lots of mistake about the booking problem, may lead the customer bad feeling about the hotel. PROVIDER GAP 2 THE SERVICE DESIGN AND STANDARDS GAP To design more complete booking system Use system to record customer’s respond and needs, any information about customer. Compare to traditional way to use hand to write down the record, is more easier to arrange and analysis the customer request and provide the real and more good service to customers. For example, when customer propose requirements to us, we use system to record, after the long-term record of the information, we can predict the customer request! Like when the winter come we will know customer may need more quilt and some heating things. PROVIDER GAP 3 THE SERVICE PERFORMANCE GAP To improve the problem of busy customer service line Customer service line use to had only one line, we cannot deal with other customers when line busy, through import CTI, the line can now have five seats, ready to take over for other customer service staff. PROVIDER GAP 4 THE COMMUNICATION GAP To enhance word of mouth marketing by blogger Collaborate with credible backpackers (ex.食尚玩家 etc.) By providing free accommodation to exchange for sharing experiences through social networking sites to establish the network reputation. THANK FOR YOUR KIND ATTENTION !