Value
Perceived by the clients
To improve
the value perceived by the clients, we should act on various factors:
Accesibililty.
We understand accesibility as how easy it is to obtain the service.
A bank with lots of cash machines is more accesible. Also, if the
bank has an extensive timetable its accesibility improves. If a
client can easily speak with the branch manager the bank is even
more accesible.
Communication.
We shouldn't only give a good service, but communicate it. The advantages
of our service should be communicated so that they can be valued
by the clients.
Client
Participation - a fundamental
aspect in our modern society. When a client participates in a service
giving his opinion, choosing between different services or carrying
out an activity it can increase the value perceived.
Incorporate
additional services. A vital
aspect to increase the perceived value is to compliment the standard
basic service with added or supplementary services.
Programme
action points to improve the perception of the critical attributes.
The clients use certain attributes that they consider fundamental
to evaluate alternatives. A fundamental aspect is to detect the
attributes that the consumer considers the most important and programme
action points that will improve the clients perception of the attributes.
For example, if the consumers consider the cleanliness of the hotel
rooms as vital, we should concentrate on this aspect. The room needs
to be clean and look it. Therefore, it doesn't only have to be clean
but small clean and appear clean.
Employees
value the consumer. The interaction
of the clients with the employees is an essential part of customer
services.
A good
example of analysis is the one that banks carry out. The survey's
show a series of critical attributes that the consumers use to decide
between different branches and to assign value to the service offered.
1.
Image - a reliable and well managed bank
2.
Location
3.
Interest rates
4.
Treatment
5.
Quality of service provided
6.
Capacity of Innovation
A clients
perception can improve if we systematically analyze the process. We
can study the process by looking at the diagram of the DPPS service.
We can also detect deficiencies and improve the service and how the
clients perceive it.
DPPS develops
following a few stages. These stages are:
1. Analyze
the service, to be able to fix the service provider and its phases.
2.
Conceptual and graphic description of the service process.
3.
Identify the phases.
4.
Detect problems.
5.
Fix the tolerance levels.
