Analysis – What is it?
Gap analysis involves reviewing the quality of a
company’s customer service and identifying the gaps.
The gaps are the difference in what is the expected
customer service and the customer service that is delivered. Where there is a mismatch in the
expectations and delivery of customer service the causes need to be
determined. There are 4 areas to explore for gaps and a
5th sums up the overall position. These gaps
Is the difference between the customer’s expectation and
what management perceives the customer’s expectations to
be. This can arise because insufficient research
has been done
to establish the customers requirements or these
requirements have not been communicated accurately within the business. The way to
address this is to undertake a survey of both customer
and the management to identify the differences (e.g. the
The difference between management perceptions of what
customers expect and the specification that managers
have drawn up, or failed to draw up, spelling out what
service delivery actions are required. This can result
from inadequate management commitment and or interest or
failure to specify what is required. Therefore, the
issues need to be addressed.
Arises from a mismatch between service delivery required
by management and actual service delivery provided by
front line employees. There are many possible causes for
this gap. Some causes are due to inappropriate
technology, staff not trained, poor teamwork,
inappropriate controls and methods. Appropriate
standards therefore need to be put into place.
Arises from the difference between actual service that
is delivered and the messages that customers are
receiving from the company about the service. This is
due to poor internal communication and lack of knowledge
about the systems. Some times it’s due to over
promising. It is therefore better to under-promise.
5 – the overall position
looking at the impact of all the gaps in service. All
the gaps, where there is a difference between what is
expected and what is delivered should be reviewed to
identify all the improvement opportunities.
Providing a quality customer service means satisfying customer
expectations. Therefore work needs to be done to close
the gaps that have been identified. Or the company needs
to change the customer’s expectations.
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