Table 21.5 The RATER metrics
Reliability
The author has relied largely on online shopping to buy books, usually delivered within the
announced schedule. Urgent delivery has been more impressive, sometimes being even earlier
than announced.
Conversely, if the books were delivered late or one was missing from the parcel, the supplier
would have been considered differently.
Thus, the reliability is the capacity to provide an expected service to a customer at the right time.
Reliable service should be accurate, regular, timely and consistent.
This explains why reliability stands as the most important service dimension.
Assurance
Assurance is that aspect of customer service which directs the customers to trust the supplier. In
order to satisfy their expectations, the company should demonstrate its credibility and respond
professionally to their concerns.
If steps have been taken to obtain trust from its customers, and the supplier company confirms that
confidence with reliable service, this will improve the customer’s assurance in the supplier’s
service. Doing so will pay for itself several times over – loyal customers, as regular buyers, will be
worth more than 10 times the value of their initial purchase.
Tangibles
A service is not tangible, but customers respond to the environment the company creates. A
supermarket chain may offer:
(1) Competent, uniformed staff
(2) Clear, well organized and stocked shopping aisles
(3) A small cafe where users can relax between shopping trips
(4) Clean, easy to locate restrooms
Such a set of services and practices contribute to a professional look towards meeting customers’
requirements. Tangibles, for an online business, might include the ease of navigating through the
website site. Tangibles may not get noticed by customers unless they are negative, as in this
anecdote: a customer certainly needs a secure internet access to his bank account, but, if he has to
go through several complicated firewalls before he, himself, gets access to his account, he will
soon stop being a customer of this bank.
If the supplier listens to customer complaints, or considers frequent requests for something it could
supply, but not yet, that could significantly go towards improving the tangibles, to promote a
durable customer service image.
Empathy
Very often, people feel like a football being passed from one counter to another, without any
feeling of sympathy about their problem. The moment, people feel that someone, at least,
understands their problem, getting customized responses from the supplier personnel changes the
whole outlook.
When staff members add a few words (or sentences) acknowledging the particular problem cited
by the customer, and then describe how that matter is being considered, is a magnificent approach
to make the customer feel that the company cares about her.
Responsiveness
Responsiveness relates to responding to customers quickly, and well, e.g.:
(a) if customers confirm that enquiries are addressed within 24 h
(b) if customers perceive the supplier as being willing to help
(c) if the supplier acknowledges complaints and inquiries immediately
(d) if the supplier uses multiple (email, phone, social media, . . .) customer service channels
Good responsiveness requires being available to customers during the times and channels that
they prefer.
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21 Quality of Infrastructure Service Delivery
Reliability
The author has relied largely on online shopping to buy books, usually delivered within the
announced schedule. Urgent delivery has been more impressive, sometimes being even earlier
than announced.
Conversely, if the books were delivered late or one was missing from the parcel, the supplier
would have been considered differently.
Thus, the reliability is the capacity to provide an expected service to a customer at the right time.
Reliable service should be accurate, regular, timely and consistent.
This explains why reliability stands as the most important service dimension.
Assurance
Assurance is that aspect of customer service which directs the customers to trust the supplier. In
order to satisfy their expectations, the company should demonstrate its credibility and respond
professionally to their concerns.
If steps have been taken to obtain trust from its customers, and the supplier company confirms that
confidence with reliable service, this will improve the customer’s assurance in the supplier’s
service. Doing so will pay for itself several times over – loyal customers, as regular buyers, will be
worth more than 10 times the value of their initial purchase.
Tangibles
A service is not tangible, but customers respond to the environment the company creates. A
supermarket chain may offer:
(1) Competent, uniformed staff
(2) Clear, well organized and stocked shopping aisles
(3) A small cafe where users can relax between shopping trips
(4) Clean, easy to locate restrooms
Such a set of services and practices contribute to a professional look towards meeting customers’
requirements. Tangibles, for an online business, might include the ease of navigating through the
website site. Tangibles may not get noticed by customers unless they are negative, as in this
anecdote: a customer certainly needs a secure internet access to his bank account, but, if he has to
go through several complicated firewalls before he, himself, gets access to his account, he will
soon stop being a customer of this bank.
If the supplier listens to customer complaints, or considers frequent requests for something it could
supply, but not yet, that could significantly go towards improving the tangibles, to promote a
durable customer service image.
Empathy
Very often, people feel like a football being passed from one counter to another, without any
feeling of sympathy about their problem. The moment, people feel that someone, at least,
understands their problem, getting customized responses from the supplier personnel changes the
whole outlook.
When staff members add a few words (or sentences) acknowledging the particular problem cited
by the customer, and then describe how that matter is being considered, is a magnificent approach
to make the customer feel that the company cares about her.
Responsiveness
Responsiveness relates to responding to customers quickly, and well, e.g.:
(a) if customers confirm that enquiries are addressed within 24 h
(b) if customers perceive the supplier as being willing to help
(c) if the supplier acknowledges complaints and inquiries immediately
(d) if the supplier uses multiple (email, phone, social media, . . .) customer service channels
Good responsiveness requires being available to customers during the times and channels that
they prefer.
610
21 Quality of Infrastructure Service Delivery