1. Our identity: created in every interaction Richard Berry Head of Creative Design

2. Overview

Corporate identity

Service quality

Customer satisfaction

Research

Evaluation

3. Corporate identity

Communication & visual identity

Behaviour

Corporate culture

Market conditions

Melwar & Jenkins 2002 4. Service quality definition

The consumers overall impression of the relative inferiority/superiority of the organisation and its services.

5. Adding value

Build trust

Build brand differentiation

Increase loyalty

6. Qualities

Intangible

Sold and produced simultaneously

Interactions affect experience

Non-standard, unrepeatable

Perishable

7. Natwest computer says no 8. 9. Toyota recall

http:// www.toyota.com /safety/

10. Nestl Facebook fan page

http:// www.youtube.com/watch?v =_m0cItafczk

11. 12. Determining service quality

The outcome of the service delivery (technical)

How the service was delivered (functional)

Gronroos 1984 13. Three quality dimensions

Physical

Corporate

Interactive

Lehtinen & Lehtinen 1982 14. Experience properties

Reliability

Assurance

Tangibles

Empathy

Responsiveness

Zeithaml & Bitner 2003 15. Service interactions

Remote

Phone

Face-to-face

Shostack 1985 16. Open Day: Moments of truth

Website

Register

Campus tour

Coach tour

Queries to ambassadors/staff

17. 18. Creating memorable service encounters

Service recovery

Adaptability

Spontaneity

Coping strategies

Zeithaml & Bitner 2003 19. Evaluation

Simple

Market research

Service gap analysis

Service design

Five whys

CIT

20. Service gap analysis

The difference between expectations and perceptions:

• Management not knowing what customer expects

• Service standards incorrect

• Failing to meet service standards

• Failure to match service performance to service promises

Zeithaml, Parasuraman & Berry 21. Five whys

Get to root cause by asking why? five times

Senge et al 1994 22. Critical incident technique

When did it happen?

What led to the situation?

How was it satisfying/dissatisfying?

What could have been done differently?

Zeithaml & Bitner 2003 23. Our identity: created in every interaction Richard Berry Head of Creative Design