IdeaSpace x AIM: Entrepreneurship Development Program – Day 4

Promise is defined by company; value is defined by customer.

Each customer will have different expectations.

Expectations (What is expected) vs. Perceptions (What is delivered)

Changing the way we look at things / the way we solve problems.

Identify if there are gaps in the expectations and perceptions.

Are you resource-based? Basing your promise in the resources available.


Are you looking outside and basing your promise in that but needing more investments.

Which is more feasible? If resource-based and more investments is not feasible at the time, you should change your promise to meet the expectations of your customers.

Inside-Out (company’s point of view)


Outside-In (customer’s point of view)

GAP’s Model

Delivering Quality Service

Expections | Gap #5 | Perception

There are 4 other gaps.

Customer needs 1 full glass of water

Stage 1: Customer Needs
Stage 2: Understood by the Organization
Stage 3: Designed by Organization
Stage 4: Delivered by Organization
Stage 5: Perceived by Customer

Each stage transition, there is water spillage (gap) until stage 5, there is only little water left. It happens when there is gap in each stage.

Measure the quality of service

Driver and Outcome must be measured. Usually only the outcome gets measured but driver must also be measured along with the outcome.

Propensity to overpromise; do not promise beyond your capacity.

Ask yourself what will be the experience of your customers in experiencing your promise.

KANO Model


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