1. COMPETING ON OUTCOME AND/ OR EXPERIENCE
Service organizations compete on their service
outcomes and their experience. There are a
numbers of positions that the organization may
take up when compared with the competition.
The five positions that the organization take up are
as follows:
 FAILLING.
 COMPLACENT.
 RETAINING CUSTOMER IN SHORT TERM.
 AVERAGE.
 WORLD CLASS.

2. FAILLING
• The organization's outcome are below
Industry Specification, and their customer
service is poor.

3. COMPLACENT
• In which the organizational service outcome is
excellent, but the way that customer are
treated is poor.

4. RETAINING CUSTOMER IN SHORT TERM
• In which the organization to develop customer
loyalty through good customer service but
total service outcome fall below
standard, customer will only tolerate this for a
relatively short period.
If the service experience is
excellent , the emotional switching costs are
quite high for customers, but eventually they
will leave.

5. AVERAGE
• In which service outcomes and their
experience are average.

6. WORLD CLASS
• This organizations are universally recognized
as being the best in all that they do. There are
few of these in existence.

7. COMPETING ON OUTCOME AND/ OR EXPERIENCE
EXCELLENT
Arrogant or World class
complacent
Standard of outcome as
compared to the
competition
AVERAGE
Retaining
Falling customers in
POOR
the short term
POOR Standard of experience as EXCELLENT
compared to the competition