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BasinUnitedSoccerClubServiceAudit

Analysisofservicesprovidedtomembersandthecommunity

Austen Flint – Fall 2014

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TableofContents

Introduction.................................................................................................................4PurposeofReport......................................................................................................................................................4Background..................................................................................................................................................................4

ServiceGaps................................................................................................................5ListeningGap...............................................................................................................................................................5ServiceDesignandStandardsGap.....................................................................................................................6CommunicationGap.................................................................................................................................................6

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Introduction

Purpose of Report The purpose of this report is to conduct a service audit for Basin United Soccer Club. The

aim is to identify the services provided by the organization to its members and the

surrounding community, and establish any gaps that may exist in delivering those

services to the best of their ability. Once the gaps are identified, if any, then

recommendations will be provided to give direction on ways to minimize and eventual

eliminate the gaps in service between Basin United and their customers.

Background Basin United Soccer Club (BUSC) is a non-profit organization that facilitates soccer

competitions and program for residents of Klamath County. BUSC is located at Steen’s

Sports Park, where it has a 60,000 square foot indoor soccer complex that contains a full

size field, concession stands, and offices. The organization also controls four outside

fields located at Steen’s Sports Park to host games for recreation and Classic leagues, as

well as high school and collegiate matches. BUSC hopes to become a prominent provider

of recreational activities for the entire Klamath Basin.

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Service Gaps The following outlines the tool used to analysis the service of BUSC. The Gaps model of

service quality focuses on the customer gap, which is the difference between customer

expectations and perceptions. In order to close the customer gap, four provider gaps

should be minimized or closed to achieve the best possible service. These gaps occur

within the organization providing the service. In analyzing the services offered by BUSC,

the following provider gaps – Listening Gap, Service Design and Standards Gap, and

Communication Gap.

Listening Gap The listening gap is the difference between customer expectations of service and

company understand of those expectations. The primary reason that many firms do not

meet customer expectations is that firms lack an accurate understanding of exactly what

those expectations are. The following areas are of concern when a listening gap exists

between an organization and its customers.

• Inadequate customer research orientation

• Lack of upward communication

• Insufficient relationship focus

• Inadequate service recovery

Conducting multiple research strategies to better understand customers, building strong

relationships, and implementing recovery strategies can help minimize the listening gap

that could be hindering your organization.

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Service Design and Standards Gap The service design and standards gap refers to the difference between company

understanding of customer expectations and the development of customer-driven service

designs and standards. The following areas can lead to a service design and standards gap

for organizations.

• Poor service design

• Absence of customer-driven standards

• Inappropriate physical evidence and servicescape

Having appropriate service design for identified customers and publics, established

customer driven-standards, and strategies for effectively designing physical evidence and

servicescape to meet customer expectations will help reduce this gap.

Communication Gap The communication gap illustrates the difference between service and delivery and the

service provider’s external communications. Promises made by a service company

through media advertising, sales force, and other communications may raise customer

expectations. Service companies frequently fail top capitalize on opportunities to educate

customers to use services appropriately. The following are areas needs to be addressed to

minimize the gap.

• Lack of integrated services marketing communications

• Ineffective management of customer expectations

• Overpromising

• Inadequate horizontal communications

• Inappropriate pricing

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Customer must manage all communications to customers to ensure appropriate

expectations are received when discussing their service delivery, and understand to

effectively price the services offered to customers.