14 Reliability is the ability to provide what the company promises, dependably and accurately. In health care, for example, people's lives are on the line. Patients and families reach high anxiety levels, and minutes sometimes seem like hours. 15 Assurance is evidenced in the knowledge and courtesy employees extend to customers and employees' ability to convey trust, competence, and confidence. Employees reassure customers by managing their feelings of trust.
Customers decide to trust employees based on their knowledge and know-how.
Product knowledge . Customers expect employees to know the features, advantages, and benefits of the company's services. Customers expect employees to know more than the limits of their jobs and to navigate and guide customers to someone who can meet their needs. Customers expect employees to listen, understand, and respond to their specific needs. They also expect employees to give customers' requests or questions their undivided attention.