SUMMARISING THE ASSESSMENT CRITERIA

Figure 4.1 summarises how we might quickly assess the service engine of an IT service provider and how to derive a value for brand equity, core product or service and the total business experience. The subject and aspects broadly correspond to the headings in ‘The detail of the analysis’ section of the previous chapter but with some practice you will not need the book, just the charts. Score each aspect out of 100 and calculate an overall average for each subject, the score for brand equity, for core product or service and for the total business experience. The rules for the calculations are shown in the appropriate cell of the table.

FIGURE 4.1 Scoring the assessment