Service does not happen like a bolt of lightning. It is delivered—traveling the distance between a customer’s need and a service provider’s response. When conversation turns to service delivery it conjures up visions of channels—web, phone, mail, face to face. But, delivery is also about an entire context…much like taking a trip. Some service delivery processes make the customer do all the work; some are filled with anxious uncertainty; and, some are tailor-made to the customer.
If you asked your customers what mode of transportation came to mind when they thought of your service delivery processes, what would they choose? Might they think of a bicycle—with the customer doing all the peddling? A horse your customer to had to feed and brush? A bus your customer rode along with everyone else? Or, a clapboard wagon on a very, bumpy road…at night?
Or, would your customers characterize your service delivery process more like a chauffeur driven limousine with their favorite beverage aboard? A private jet with soothing music and wonderful refreshments? Or, a carnival ride they could never forget!
Customers remember the experience of service delivery long after they have forgotten what outcome or product was delivered. How can you make the trip as compelling as a high quality result?