Page 28 - MARKETING & PUBLIC RELATIONS EBOOK IC88

(c) Uses of equipments
 The use of equipments in the process helps to maintain consistency in output.
 Demands from the users and providers a standard of precision that many of us are
not used to.
 Equipments are expected to function true to specifications and as programmed.

(d) Moments of truth
 A customer experiences service every time he contacts any element of service. Each
of these contacts is a moment when he realizes the truth about the service which till
then, was only an expectation.
 These moments of truth are managed by different persons or departments of the
organisations.
 Managing moments of truth requires attention to minor details.

(e) Cycle of service
 A sereis of moments of truth make a cycle of service
 Several cycles of service together make up the transaction of service.

(f) Error free
 In some services there is some margin for error without causing permanent damage.
 In some cases, the failure can cause irrevocable damage and insurance is one such
service.
 Safety system in industry cannot be less than 100% reliable as the consequences of
an industrial accident are almost incalculable.
 It is good management practice to strive for 100% fault free service.
 The errors would not be eliminated by rebuking or sacking the staff
 Insurance companies should find it much easier to manage fault free services.

(g) Checklist and steps
 Core services and product features, key business issues, delivery of service etc
 On each item, the present and desired state can be determined.
 The quality standards are to be defined in terms of the target market.
 That answer will constitute strategic intent.
 The strategy will answer the questions, why should customers choose us? and “How
are we different”

(h) Monitiring customer needs
 Market research and surveys, Data on offer from competition , Complaints
 Monitiring will try to identify critical areas of expectations and see what elements
could be built into either product.
 Monitiring has to be done by people sensitive to both explicit and implicit messages.

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