This document discusses how to provide excellent customer service by understanding what attributes customers value most and least. It outlines 4 steps: 1. Create an internal attribute map by having employees identify the most important customer attributes. 2. Create an external attribute map by gathering customer feedback on what attributes make them choose your company or competitors. 3. Analyze your company's performance on attributes customers value compared to competitors. 4. React by shifting resources to better meet customer preferences or changing customer preferences to match your strengths. The goal is to excel at attributes customers prioritize most.

1. You
Can’t
Be
Good
at
Everything
--- fabienne fredrickson
Present by
Alisha Samantray
Deeksha Verma
N V Jagadeesh Kumar
Nisha Agrawal
Susrita Maharana

2. T
r
u
t
h
N
u
m
b
e
r
1
•To achieve service excellence you must underperform in
strategic ways.
•Delivering the service dimensions your customers value
most and then making it possible by performing poorly on
dimensions they value least.
•For providing excellent service you must be bad in the
service of good.

8. Putting Attribute mapping into practice
Step 1 : Create an internal attribute map
•Make a group of workable size (5 – 7 people).
•Big enough for diversified thinking but small enough to discourage passive
participation.
•Mix of all the employees from all the levels and all the departments.
•Ask the group to channel the most important customers.
•The result is known as cloud of attributes.
•Pen down attributes that the customer cares the most.
•Honour them & their attributes.

9. Marketing vs Operating segments
•Marketing segment- tell us how to identify and communicate with
different kinds of customers.
•Operation segment-tell us how to serve customers differently.
•Different customers within a target segment value things differently.
•It is easy to describe the profile of target market where as it is difficult to
distinguish customers’ needs.
•The goal is to reveal all the different orderings of attributes that the
company is currently serving.
E.g.: case study of pre school

10. Step 2 : Create an external attribute map
•Here we bring down our customers.
•Conjoint analysis is a process of getting people reveal their preferences
with out asking them directly.
•Limitations of this technique is Time, Expense, Output dependent on the
questions.
E.g.: Case study of Ochsner Health System
•Ask customers what makes them choose you, what make them choose
some one else.
•When the customer fall into another operating segment, there are 2 ways
to improve service.
o Meet your customers exiting needs more effectively.
or
o Convince your customers that they need something you
already do well.

12. Step 3 : Analyze your performance
•Rate the performance of the company relative to your top competitors
from the customer prospective.
•Perfect pattern is 45 degree angle.
•It helps to discover where the service model is working and not working.

16. Step 4 : React
•After drawing attribute map if your company is not good at things that are at the
top priorities of customers then shift resources to match their preferences.
•Another path to achieve excellence is to rearrange the preferences of the
customers.
E.g.: Case Study of IKEA