To close the gaps the following things should be implemented: –
1. Develop customer trust through long-term strategy rather than a snip-shot superficial programme.
2. Understand customers’ habits on how they prefer to consume a service. eg., a customer would prefer extended hours for a meal in a exclusive restaurant.
3. Pre-test new procedures and equipments before introducing them. The failure of a productivity improvement programme is more damaging than otherwise, e.g., when Indian Airlines introduced computerized reservation system to improve its service, it found that at most places the system remained down most of the time. It created more confusion, both among customers and employees, and proved to be countered productive.
4. Understand the determinants of consumer behaviour in terms of their choice; by force or by any other external forces, e.g., shopping behaviour is not even throughout the month. It changes between the first weeks to the fourth week of the month; it changes between weekdays and weekends.
5. Teach consumers how to use service innovations—most people don’t know how to go about treatment in government hospitals—there is a need to make people aware of how to go about from registration to appointment to check—up and treatment, in the same way as traffic routes at India Gate or Connaught Place are notified through press and television before introducing them.
6. Promote the benefits and stimulate trial. The success in innovation lies in encouraging trial by making the benefit obvious.
7. Monitor and evaluate performance. One can learn from experience—good or bad. As one goes along introducing changes, corrective measures should also be taken simultaneously. These measures should be restricted to redesign of facilities and procedures or extending to educating, communicating and promoting the efforts
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