If your company offers exceptional services or products, but potential customers often opt for competitors despite longer delivery times and higher prices, you may be facing a service gap. A service gap occurs when there’s a discrepancy between customer expectations and perceptions. In this presentation, we focus on how service gap analysis works, highlighting various types of customer service gaps with examples. We also outline the factors contributing to the customer gap and the necessary steps to run a proper service gap analysis. Analyzing different service gaps allows you to focus on different parts of the customer experience and identify weaknesses and strengths in your workflow. This analysis serves as the first step toward refining and improving your service strategy. For a comprehensive analysis on targeting specific problems that lead to this mismatch between customer expectations and service delivery, refer to our service gap analysis guide: https://help-desk-migration.com/service-gap-analysis/ Find more helpful guides and resources on the Help Desk Migration blog: https://help-desk-migration.com/blog/

1. How to Conduct a Service Gap
Analysis for Your Business
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2. A service gap analysis is an
effective methodology used to
evaluate and improve customer
satisfaction levels.
It identifies which part of your
business strategy is causing
customer dissatisfaction and what
you need to change or improve.
WHAT IS A SERVICE GAP
ANALYSIS?
What is a service gap
analysis?
It rests upon two concepts:
Customer expectations: the
subjective beliefs about a product
or service before accessing it.
Customer perception: the
subjective opinion about your
brand after experience with
company, its services, and
communication with your staff.
WHAT IS A SERVICE GAP
ANALYSIS?
How does service gap
analysis work?
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#1 The Knowledge Gap
A mismatch between customer
expectations and how the
company perceives them.
Why it happens:
• A lack of proper market research
• Insufficient communication with clients
• Knowledge silo between the
management and the agents
Solution:
Regular and thorough market research
and the fostering of open communication
channels. Facilitate knowledge-sharing
initiatives and training programs.
The Four Gaps in Customer Service

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#2 The Policy Gap
Despite understanding customer
needs, there’s a failure to
implement them effectively.
Why it happens:
• Poor customer service
• Lack of regular quality checks
• Delayed updates to SLAs
Solution:
Establish customer-centric policies and
implement regular quality assurance.
The Four Gaps in Customer Service

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#3 The Delivery Gap
The differences between the service
and actual execution.
Why it happens:
Because of inadequate training,
companies lack skills and knowledge
among staff leads to inconsistencies.
Solution:
Provide comprehensive onboarding and
training programs and implement
performance management systems.
The Four Gaps in Customer Service

6. The Four Gaps in Customer Service
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#4 The Communication Gap
The company’s service
portrayal doesn’t match the actual
delivery.
Why it happens:
The inadequate analysis of capabilities
causes overpromising due to a lack of
internal evaluation.
Solution:
Ensure alignment between marketing and
capabilities and transparent communication
channels.

7. Tech Company: Fails to conduct regular market
research resulting in outdated products that don’t meet
consumer expectations.
The Knowledge Gap Example
eCommerce Platform: Acknowledges swift deliveries
but lacks effective logistics policies, leading to persistent
delays.
The Policy Gap Example
Examples of gap
models of service
quality

8. Examples of gap
models of service
quality
Restaurant: Boasts exceptional customer service, yet
inadequately trains staff, resulting in unsatisfactory dining
experiences.
The Delivery Gap Example
Telecommunications Provider: Advertises seamless connectivity
but fails to address network issues promptly, causing disruptions.
The Communication Gap Example
Fashion Retailer: Sends generic marketing emails without
considering individual preferences, leaving customers feeling
overlooked.
The Personalization Gap Example

9. Factors Contributing
to the Customer Gap
LACK OF
PERSONALIZATION
When companies fail
to communicate their
offerings clearly can
lead to inaccurate
customer
expectations.
Fluctuations in service
quality across
interactions lead to
customer dissatisfaction
and widen the service
gap.
When companies
make promises
about their products
or services and
widen the service
gap.
When companies overlook
individual preferences and
provide generic services
contributes to a significant
gap between customer
expectations and actual
experiences.
UNMET PROMISES
INCONSISTENT SERVICE
QUALITY
UNCLEAR
COMMUNICATION
01 02 03 04

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Clear End-Goals
Research Each Part
of CS
Define objectives clearly
to ensure the analysis
stays focused and aligns
with desired outcomes.
Determine CX
Conduct an in-depth
examination of all aspects of
the customer service process,
including touchpoints and
operational elements, to
uncover potential gaps and
areas for improvement.
Gather insights into customer
expectations through
interviews, feedback collection,
and market research to ensure
a thorough understanding of
diverse customer needs.
Here’s a list of key ideas for conducting a service gap analysis:
Set Measurable
Goals
Prioritized List of
Actions to Fix Gaps
Set measurable goals
using SMART framework
to facilitate evaluation of
analysis effectiveness
and guide subsequent
actions for improvement.
Prioritize identified service gaps
based on their impact on
customer satisfaction and
business objectives, develop
detailed action plans outlining
necessary changes and
improvements to address each
gap effectively.

11. HOW DO YOU FIX SERVICE GAPS THROUGH ANALYSIS?
A service gap analysis enables you to pinpoint specific issues causing a mismatch between customer
expectations and perceived delivery.
To accurately identify weak and vital aspects of your workflow and initiate steps toward
an improved and more efficient service strategy, check out our blog post:
https://help-desk-migration.com/service-gap-analysis/
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12. Contact Us
Phone Number
Email Address Website
https://help-desk-migration.com
+1-888-866-7471
contact@help-desk-migration.com
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