Page 25 - MARKETING & PUBLIC RELATIONS EBOOK IC88

 Recogniton is explicit when the other person shows courtesy.
 Recognition means that the contact point accept the customer as a valued person.
 Recognition is strong when there is a responsiveness and sensitivity to the
requirements of the customer.
 The competence of the person at the point has to be satisfying. When the person
answers a query, the customer must perceive it as accurate and reliable.
 Realiabilty or credibility is the same as trustworthiness. The person in contact must
reinforce the trust that the service being bought will indeed be available.
 Ease of access is another important factor, locations, telephone connection hours of
operation etc, and make for ease of access.
 Internet, smart and various APP’s have made access extremely easy, almost
instantaneous. Every service provider is making APP available for variety of services.
 The latest electronic fund transfer protocol called UPI was launched by NCPI which
allows customers to transfer fund instantly.

B. Elements of service

 The elements of service, in the context of insurance, are not the benefits included in
an insurance plan. The elements are in the interaction which the customer has with
office or its representative.
 Both the people and the process matter in creating the perceptions. The elements
of the service at that time are the speed of attention the concern shown for the
claimant state of mind.
 Internal efficiencies, in terms of better resource utilisation and /or productivity, may
improve the quality of the service or of the system.
 A poduct is the outcome of a process. This is so in service also. The process is
functional and interactive. The process has system, technology, and people.
 The billing and payment procedures in a garage form a part of the service. Even if
the repair job is done perfectly, the procedure for prepairing the bill and paying the
same can create a perception that will affect the patronage of the garage itself.
 The Malcolm balridge national quality award, instituted in 1988 to promote
excellence in American companies. All these intervening casual variables lead to the
final outcomes of business results.

C. Levels of quality

 Robert galvin, chairman of the executive committee of motorola Inc said that there
were four levels of acceptable service – good, very good, near perfect, and wow.
 Experiences that cause dissatisfaction are usually talked about. Experience that
cause satisfactions are usually not talked about but when there is a wow
experience, it is not forgotten.

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