Dimensions of Customer Service
The Three Dimensions of Service
All service transactions, and therefore, all defining moments, occur within three dimensions, and all three dimensions work together.
The Human Dimension
Service interactions occur between people. Every customer has unique human or emotional needs that come up during those interactions, such as the need for individual attention, the need for empathy, the need to be assured that service providers value the chance to work with them. At the same time, service providers also have human needs, such as the need to be treated with respect, and the need to be recognized for the value they provide.
The Business Dimension
One or more business needs prompt every customer to seek service in the first place. Customers are willing to give up their money, time, and attention to have their business needs met. The service provider seeks to fulfill the customer’s unique business needs, while also balancing the overall business needs or goals of the organization.
The Hidden Dimension
Customers don't need or want to know what service providers do to meet their human and business needs. Much of the work of delivering service occurs “behind the scenes.” An organization’s processes, procedures, systems, resources, and internal working relationships all affect service quality. Customers too have things going on in their own “hidden dimensions” that sometimes impact the service transaction. A customer’s set of values, beliefs, experiences, and expectations can affect their behavior, as well as unstated factors that drive their business needs.