The RATER Model
Five Ways to Measure Service
How do you assess the quality of the service that you give to your customers? You might ask focus groups or do a customer satisfaction survey. Or you could look at the number of complaints you get, or analyze the time it takes to answer customer queries.
While all of these can be useful for assessing what people think of your service, using approaches like these can lead you to miss areas that are important to your customers.
This is where the RATER Model can help. This useful tool highlights the areas that you need to focus on to provide great customer service. In this article, we'll explore the model, and we'll look at how you can use it to improve the service you provide to your customers.
Remember that customers can be internal to your organization, as well as external. So this model is relevant in a wide range of scenarios.
About the RATER Model
The RATER Model was created by professors Valarie Zeithaml, A. Parasuraman, and Leonard Berry, and published in their 1990 book, "Delivering Quality Service." 
The model highlights five areas that customers generally consider to be important when they use a service. These are:...