Page 17 - CUST SVC TEXTBOOK 2020

4. Need for comfort
Customers need physical and psychological comforts.

Examples of physical comfort are:

- having enough space to line / queue up
- a place to wait, rest and talk

Psychological comfort gives customers peace of mind.

Examples of psychological comfort:

- A guest who checks into a hotel room may wish to change rooms because he has a

strange feel of the place
5. Need to Be appreciated

Because customers indirectly give you your income, treasure them.

- Always thank them even if they do not buy anything from you
6. Need to Be respected

Whether customers are dressed well or poorly, Service Providers are to render consistent

service regardless of their backgrounds.

6.2 GEMS

GEMS stands for “Go-the-Extra-Mile-for-Service.” It

- started in October 2005 in Singapore
- is a nation-wide movement to raise service levels and develop a culture of service

excellence

- hopes that everyone – from service workers to customers – play their part and improve

service levels.
Service Providers are to:

- show that they can do an ordinary task in extraordinary ways and

- excel in service delivery

Examples:

- G2000 giving free alteration service to customers

- Supermarkets delivering groceries to customers’ homes without charging fees

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