Customer Satisfaction

Achieving customer satisfaction requires service providers to have a clear understanding of the customers' expectations and the perceptions they are getting through their experience of a particular good or service. Excellent service providers bring about experiences that exceed the customers' expectations, leading to positive perceptions and the building up of brand loyalty.

In reality, organisations cannot afford to infinitely increase service standards without suffering from the rising costs that result from higher standards. This calls for a fine balance between optimising service standards and catering to customer satisfaction.

When service providers maintain their confidence and assertion when making their points, they actually get to protect their company's interest without compromising the interests of the customers. Therefore, being assertive with what service providers can and cannot do, and keeping the promises that are made to customers must be realistically balanced.

In conclusion, customers have their own moods, so called "weather" and feelings from time to time. Understanding the concepts of expectations and perceptions will help service providers offer an ESE (exceptional service experience). Given the rising expectations of customers, it is challenging for service providers to cope without increasing costs. Learning to manage customers' expectations remains the key to providing an ESE without imposing further costs on the organisation.

When positive perceptions exceed customer expectations, the customer has an ESE.