STRATEGIES FOR INFLUENCING CUSTOMER PERCEPTION
1.Measure and manage customer
satisfaction service quality:
Track the trends, diagnose problems, and link to
other customer focused strategies.
2.Aim for customer quality and
satisfaction in every service encounter.
Every service encounter
is critical to customer retention. Thus many firms aim for zero defects or 100%
Clear documentation of
all the points of contact between the organsiation and its customers.
Development of understanding of customer expectation by developing appropriate
3.Plan for effective recovery
When service customers
have been disappointed on the first try doing right the 2nd time is
essential to maintain customer loyalty. This implies a need for service process
and system analysis to determine the root cause of failure and redesign the
4.Facilitate adaptability and
The existence of this encounter theme suggested the
need to know when and how the system can flexed, and when and how
to explain to customers why
selection procedures can be used to hire employees with strong service
orientation whose natural tendency is to be service minded. Strong service
culture, employee empowerment, effective supervision and monitoring should be
6.Help employees cope with problem
appropriate training and tools to deal with problem customers. Training the
customers is essential so that they know what to expect and know the
appropriate behavior in the situations.
7.Manage the dimensions of quality at
the encounter level:
Whenever the customer
is encountering the service, the service firm should take measures to maintain
the dimensions of service of service quality.