ABSTRACT
Service and quality represent an organization’s core offerings, while price and image are the communicators in the customer value proposition. Customer-obsessed companies know that service excellence is the prime driver for creating outstanding value. World-class service excellence is built on a dual foundation of human contact and non-human technology. Pure services such as insurance are highly intangible and present unique challenges to marketers. Service marketers must change in response to changing environmental forces and market forces such as competition, collaboration and regulation. The service delivery experience can be viewed as a business process ranging from pre-sale to post-sale activities. A survey by Bain & Company found that 80% of senior executives said their company provided a superior customer experience, but only 8% of their customers agreed. Customer journey maps can be expressed in many ways. Many service organizations fail to understand and acknowledge their customer service-related shortcomings.
