Modelling the Invisible

Abstract

Almost three out of four Americans work in service. A service does not exist when you buy it. You cannot see, touch or try out a haircut before you buy it. You usually know when a product fails -it stops working. How do you know when the service fails? Services cannot be warranted because the outcome is so often not measurable. Service acts and processes cannot be easily routinized. We usually don't take product failures personally. However, services are usually provided by people we have met and we blame them when our expectations are not met. Services are often bought because they are needed, while products are bought because they are wanted. Often when selling products the support services makes or breaks it. This is what adds the value. Better reality in your service will make marketing easier, cheaper and more profitable. Fix your service before you start advertising. Too often service sucks. The average person thinks he is above average. Sixty percent of students said they were in the top 10% in getting along with others. Ninety-four percent of University professors say they are doing a better job than their average colleague. Most men think they are good looking. Assume your service is bad. It can't hurt and it will force you to improve it. How can McDonald's deliver spotless rest rooms and world-class French fries in 50 seconds for 79 cents? Forget the excuses -do it.