Customer Experience

&
Customer Expectations
 Customer Experiences & Expectations of
Service
Recognize that customers hold different types of
expectations for service performance.

Discuss the sources of customer expectations of

service,

Acknowledge that the types and sources of

expectations are similar for end consumers and
business customers,

Current issues surrounding customer expectations.

 What is customer
experience?
Is the cognitive and affective outcome of
the customers exposure to or interaction
with companys
people,processes,technologies,services
and other outputs.

High quality end to end, order to delivery

CE .Amazon
 The Transition
Economy Agrarian Industrial Service Experience
Function Extract Make Deliver Stage
Nature Fungible Tangible Intangible Memorable
Attribute Natural Standardized Customized Personal
Method of Stored in Inventoried Delivered Revealed
supply bulk on demand over time

Seller Trader Manufacturer Provider Stager

Buyer Market User Client Guest

 Some features

CE can be ritualistic, mundane

repetitive to one off.

Experience may/not tie with

products.

Branded experiences
Some concepts

Touchpoint

MOT

Engagement
How to measure

Mystery shopping

Experience mapping

Process mapping
 What is expectation

Things you believe will happen.

Serves as reference points.

Knowing what customer expect will

determine service quality.
Possible Levels of Customer Expectations
Dual Customer Expectation Levels

Desired
Service

Adequate
Service
The Zone of Tolerance

Desired
Service

Zone of
Toleranc
e

Adequate
Service
 Zones of Tolerance for Different
Service Dimensions

Desired
Desired Service
Service

Level Zone
of of
Expectati Toleranc Desired Service
on
e
Adequate
Adequate Service
Service
Zone
of
Tolerance

Adequate
Service

Reliability Tangibles
Source: L. L. Berry, A. Parasuraman, and V. A. Zeithaml, Ten Lessons for Improving
Service Quality, Marketing Science Institute, Report No. 93-104 (May 1993).
Factors That Influence Desired Service

Personal
Personal Philosophy
Philosophy

Desired Service

Personal
Personal Needs
Needs Zone
of
Tolerance

Derived
Derived Service
Service expectations
expectations
Adequate
Service
 Factors That Influence Adequate Service

Desired Service

Zone
Perceived
Perceived Service
Service of
Alternatives
Alternatives
Tolerance

Adequate Predicted
Predicted
Service
Service
Service

Situational
Situational
Factors
Factors
 Factors That Influence Desired
and Predicted Service

Explicit Service
Promises

Implicit Service
Promises

Desired Service Word-of-Mouth

Zone Past Experience

of
Tolerance

Predicted
Adequate Service
Service
 Frequently Asked Questions
About Customer Expectations
What does a service marketer do if customer
expectations are unrealistic?

Should a company try to delight the customer?

How does a company exceed customer service

expectations?

Do customer service expectations continually

escalate?

How does a service company stay ahead of

competition in meeting customer expectations?
 Service Encounter
Touchpoint

MoT

Customer Experience