The “Peak Capacity Test” for Service Quality

Sometimes we learn things hard way. Rather than predicting the customer rush (particularly in retail businesses) and preparing for the worst case scenario, oftentimes we ignore (or fail to predict) the situation and don’t prepare enough for the long service queues. These scenes of long customer queues in banks, hospitals, admission counters of universities, retail stores etc. often pose a common question to our minds- how long does it take to learn from mistakes? Most likely, some of us do not consider this as a problem at all!

Every service organization must take their own test of peak customer demand scenario and prepare to handle the situation. While it takes a long time to build reputation, a day full of mishandled customer queues can quickly damage this long-built goodwill. It does not mean that a service organization should always employ a full-line of people to handle the peak demand all the time, but most cases of seasonality can be predicted (like religious festivals or national days) and should efficiently be handled to sustain organizational reputation.

Thus, an important step towards ensuring service quality would be to predict the peak customer demand and build capacity well in advance to sustain excellence.


About 1mmarketing

Working as Associate Professor, School of Business, United International University, Bangladesh; a North-American graduate, with doctoral studies from UUM, Malaysia; cherishing a wide-view of the world, with multiple interests in culture, people, traveling, and specifically marketing science. I have a colorful and diversified background with a blend of corporate experience, research, consulting, training, public speaking and teaching. I love to write about marketing issues that affect our lives, and talk about its direction that would promote the greatest human welfare.
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