The University of South Carolina research team points out how customer expectations for service quality depend on characteristics of the particular transaction. Consider the example of a diner who generally expects highly attentive service, with the waiter checking frequently throughout the meal, but who wants limited interruptions when accompanied by a friend who’s seeking a confidential conversation.
This example was the basis for scenarios the researchers used in their studies where degree of server attention and degree of desired privacy were varied. When these two variables aligned, customer satisfaction was highest. The greatest disruption of customer satisfaction occurred in the situation of a customer with low service expectations receiving service which exceeded those expectations.
It's clear how service falling short of expectations lowers customer satisfaction. But overly solicitous service also has negative consequences. The researchers cite prior studies showing that positive misalignment can cause customers to feel embarrassed, guilty, and unpleasantly indebted to the service provider. It’s possible to thank customers too much.
An exception to the general conclusion occurred with another study conducted by the researchers where the scenario reflected a severe service failure, namely a diner needing to wait one hour to receive the meal they ordered and the food arriving overcooked. In these circumstances, subsequent service quality exceeding customer expectations didn’t lessen satisfaction. The customer probably felt they deserved the bonus.
Providing service consumes resources. When service quality exceeds customer expectations, that could harm the organization financially and precipitate employee burnout. And over time, the situation gets progressively worse. Each time you exceed expectations, it can nudge the expectations up for the next time the customer visits. At some point, it would no longer be profitable to keep raising the bar for yourself.
Actually, the customer might not even notice if you do manage to exceed their expectations unless the excess is dramatic. When shoppers’ expectations are exceeded, the shoppers could take it for granted and don't give lots of credit.
The University of South Carolina researchers’ core advice is that the nature of optimal service depends on the characteristics of the shopper and situation. Certainly, there is a challenge for the provider in assessing these as a transaction progresses. It requires attending closely to the customer’s actions and reactions. But isn’t that itself an essential component of optimal customer service?
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Assess the Costs of Customer Satisfaction
Image at top of post based on photo by Petr Sevcovic from Unsplash