– Don Draper, Actor
“It was obvious they had no clue how I felt when I arrived…”
– Anonymous patient
A colonoscopy. A weekend in Vegas. Both involve the purchase of a service which may be fraught with problems because “production and consumption” happen simultaneously. This unique characteristic of services is why anticipation is fueled by emotions. When buying a product, there is generally an opportunity to “kick the tires” prior to purchase so emotions may be interpreted within the context of the anticipated behavior. This is not the case with the consumption of services, however. Service providers must therefore anticipate and address the emotions of customers to enhance their satisfaction.
For most healthcare service providers, a patient’s “visit” begins when he or she enters the clinic. They focus on the administrative and procedural aspects of the visit, paying little regard to the patient’s unexpressed anxieties. For most hospitality service providers, a guest’s “visit” begins when he or she makes a reservation…prior to arrival. They anticipate their emotional state and take several steps to allay any concerns they may have upon arrival. The result is a dramatically different reaction to the arrival experience as revealed in our GAP survey:
