Читать книгу A Customer-oriented Manager for B2B Services - Valerie Mathieu - Страница 54

To find out how the client perceives and defines the service, the easiest way is to ask the client simple questions about their perception and evaluation of the service. When letting customers express themselves in this way, one will see that they have a vision that at first glance seems disjointed, mixing what is incidental and what is essential in the eyes of the provider.

Clients state items that can be grouped into two categories¹⁰:

 – elements related to the result of the service, that is, the main benefit obtained, which is often related to the core of the provider’s offer;

 – elements related to the service delivery process.

In most cases, we will find that clients cite many more process-related elements than outcome-related elements. In fact, it is not unusual for clients to not even mention an element related to the result.

The examination of these elements is then particularly instructive. We will discover in particular that:

 – some elements are not identified by the provider;

 – what matters to the customer is not always what the company invests in first;

 – what counts for the customer is not always what makes the eyes of the engineer, the technician or the manager shine;

 – the provider spends energy to be efficient on points that are not taken into account by customers.

What customers tell us is really the experience they have had throughout the service.