RATER Model

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Providing effective customer service necessitates comprehending how the customer’s mind works and what drives their choices or actions.

Measuring and improving service quality is crucial for enhancing Customer Satisfaction, Customer Loyalty, and overall business success.  This involves collecting customer feedback, analyzing performance metrics, and implementing targeted strategies to enhance Customer Satisfaction and exceed their expectations.

Service quality management models aid in closing the perception gap between what businesses think they are providing to customers and what those customers expect, desire, or need through customer service.

The RATER model is a framework used in service quality management to assess and evaluate Customer Experiences.  RATER comes from the initials of the 5 dimensions used in the model—Reliability, Assurance, Tangibles, Empathy, and Responsiveness.

Each dimension represents a specific aspect of service quality that can influence Customer Satisfaction.

RATER model is a useful tool for assessing and building quality service excellence.

The model has some limitations as well that need to be kept in mind while leveraging its benefits.

Some of the benefits of the RATER model include:

• Comprehensive assessment
• Customer-centric perspective
• Structured evaluation
• Identification of improvement areas

Organizations should be aware of the limitations of the RATER model and consider using it as part of a broader set of tools and methodologies to gain a comprehensive understanding of the Customer Experience.  Drawbacks include: 

• Subjectivity
• Lack of context
• Limited scope
• Implementation challenges 

RATER model is an improved version of the SERVQUAL model.  SERVQUAL model is a framework for assessing the quality of service and Customer Satisfaction using the following 10 dimensions of service quality:  Tangibles, Reliability, Responsiveness, Courtesy, Security, Credibility, Access, Communication, Understanding the customer, and Competence.

Researchers, under added scrutiny, concluded that a few of these dimensions correlated closely; therefore, they distilled them to the following 5 dimensions and called it the RATER model.

1. Reliability
2. Assurance
3. Tangibles
4. Empathy
5. Responsiveness 

Let further explain some of these RATER dimensions.

Reliability

Reliability pertains to the service provider’s capability of delivering the service reliably, accurately, and punctually, as per promise.  Reliability entails ensuring that customers can expect the same level of service quality each time they engage with the service provider.  Reliable service providers should also demonstrate the ability to resolve issues or problems that may arise during service delivery promptly and effectively.

Well-defined and robust service processes and systems are the foundation for reliability.

Assurance

Assurance is composed of the knowledge, abilities, and trustworthiness of staff and their capacity to use this expertise to kindle trust and confidence in customers.  Knowledge comprises the necessary qualifications, skills, and training to deliver the service effectively.  It also encompasses the staff’s deep understanding of the service.  Tangible elements such as well-maintained facilities, modern equipment, professional-looking materials, and a clean and organized physical environment can also convey professionalism.

Assurance is closely tied to trustworthiness, with customers having confidence that the staff will act in their best interests, provide accurate information, and deliver on their promises.

Tangibles

Tangibles relate to the material proof of the service that is being delivered. This may comprise offices, equipment, employees, and the communication and marketing materials that are being employed.

Interested in learning more about RATER Model?  You can download an editable PowerPoint presentation on RATER Model here on the Flevy documents marketplace.

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