The SerVAL model provides an integrated framework for achieving service success.
It is based upon a core definition of a service as a value proposition to customers- a service value proposition or "SerVAL proposition".
It considers the fundamentals driving demand for service and the price customers are willing and able to pay. It also highlights that price isn't the only element of the "Total Cost to Customer".
It explores how the different ingredients that go into delivering a service (eg, people, real estate, process), and the service model chosen to deliver the service, fundamentally shape the SerVAL proposition to customers, and the cost to deliver such a proposition. These are also material to the employee experience- which in turn impacts the performance and behaviour of employees, which are also critical factors for service success!
The model examines exactly who is the customer (and that typically, even for business to consumer services, there is rarely one customer), and how they assess the performance of their service provider and the SerVAL proposition received. It highlights how the characteristics inherent in services can influence this- and what service organisations can do to mitigate this.
Furthermore, it shows why service success is not based on being "customer focused" but on being "customer value focused"- and how this latter concept involves a fair and sustainable exchange of value between the service organisation and its customers. Without such a service organisation will not survive.
The SerVAL model does not provide the answers- it is based on a framework and a detailed set of questions to support service organisations find the best answers for their success.
It is based upon a core definition of a service as a value proposition to customers- a service value proposition or "SerVAL proposition".
It considers the fundamentals driving demand for service and the price customers are willing and able to pay. It also highlights that price isn't the only element of the "Total Cost to Customer".
It explores how the different ingredients that go into delivering a service (eg, people, real estate, process), and the service model chosen to deliver the service, fundamentally shape the SerVAL proposition to customers, and the cost to deliver such a proposition. These are also material to the employee experience- which in turn impacts the performance and behaviour of employees, which are also critical factors for service success!
The model examines exactly who is the customer (and that typically, even for business to consumer services, there is rarely one customer), and how they assess the performance of their service provider and the SerVAL proposition received. It highlights how the characteristics inherent in services can influence this- and what service organisations can do to mitigate this.
Furthermore, it shows why service success is not based on being "customer focused" but on being "customer value focused"- and how this latter concept involves a fair and sustainable exchange of value between the service organisation and its customers. Without such a service organisation will not survive.
The SerVAL model does not provide the answers- it is based on a framework and a detailed set of questions to support service organisations find the best answers for their success.
