Critical Incident Report
Critical Incident Report
Executive Summary
This report describes a dissatisfying service incident and analyses the incident helping to develop recommendations for the serviced provider. The report integrates the description of an incident, a critical analysis of the incident, including and examinations of the service quality gaps model. Customer gap: dimensions, types of encounters and sources of displeasure and Providers Gaps 1, 3 and 4. The objective of this report is to analyse the critical incident description and provide a comprehensive service marketers’ analysis of the critical incident. Through this report recommendations have been made for the firm in order to reduce eliminate and or/ better manage the factors that led to the incident at hand. The incident comprises of many factors that have caused it to be dissatisfying to the consumer including a lack of communication of customer roles and responsibilities, poor customer service via telephone as well as unnecessary human error. This aspects of the story were then analysed in terms of the customer and provider gaps that occurred and from this recommendations including the need to Update Informative Measures and the need for Training and Retraining of Staff (in particular Customer Service Skills) were formulated.
Table of Contents
Part 1. Critical Incident Description...................................................................... Circumstances Leading to Incident.............................................................. What Occurred During the Incident? .......................................................... What Made the Incident Dissatisfying? ........................................................ What Could or Should Have Been Done Differently? ..................................
Part 2. Critical Incident Analysis.......................................................................... Customer Gap
Executive Summary
This report describes a dissatisfying service incident and analyses the incident helping to develop recommendations for the serviced provider. The report integrates the description of an incident, a critical analysis of the incident, including and examinations of the service quality gaps model. Customer gap: dimensions, types of encounters and sources of displeasure and Providers Gaps 1, 3 and 4. The objective of this report is to analyse the critical incident description and provide a comprehensive service marketers’ analysis of the critical incident. Through this report recommendations have been made for the firm in order to reduce eliminate and or/ better manage the factors that led to the incident at hand. The incident comprises of many factors that have caused it to be dissatisfying to the consumer including a lack of communication of customer roles and responsibilities, poor customer service via telephone as well as unnecessary human error. This aspects of the story were then analysed in terms of the customer and provider gaps that occurred and from this recommendations including the need to Update Informative Measures and the need for Training and Retraining of Staff (in particular Customer Service Skills) were formulated.
Table of Contents
Part 1. Critical Incident Description...................................................................... Circumstances Leading to Incident.............................................................. What Occurred During the Incident? .......................................................... What Made the Incident Dissatisfying? ........................................................ What Could or Should Have Been Done Differently? ..................................
Part 2. Critical Incident Analysis.......................................................................... Customer Gap
References: Bitner, M J, 2001 ‘Service and technology: opportunities and paradoxes’, Managing Service Quality, Vol. 11 Iss: 6, pp.375 – 379, accessed 02/09/2012, Emerald. New developments in customer service training Management Development Review, 1997, Vol. 10 Iss: 4 pp: 151 – 153, accessed 30/08/2012, Emerald. Scheuing, E 1989 ‘Conducting Customer Service Audits’, Journal of Services Marketing, Vol. 3 Iss: 3, pp.35 – 41, accessed 30/08/2012 Emerald Zeithaml, V A 2013, Service Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill, New York.