DESIGNING

AND

MANAGING

SERVICE

How can we

achieve excellence

in

services marketing ?

MARKETING

EXCELLENCE

MOTIVATING

EMPLOYEES

TO

SERVE

CUSTOMERS

INTERNAL MARKETING

EXTERNAL

“ Courteous

Treatment Will Make

Your Customer A

Walking

Advertisement”

That means …..

Good employees make customers happy

WAY TO

STRATEGIC

CONCEPT

Target Customer

s

IdentifyNeeds

Strategy To tackle those

TOP MANAGEMENT COMPANY

“ I solemnly swear and

declare that every

customer that comes

within 10 feet of me, I will

smile, look them in eye,

and greet them, so help

me Sam”

- Employee Pledge of Wal-

Mart

Appropriately

High Standards

Profit TiersCoddle big spenders to retain

their high percentage shares.

Lower services of those who barely

Deliver Services That Maximize Both

Customer Satisfaction And Company’s

Profitability

MONITORING SYSTEMS

Collecting Voice of Customer for

measurement of satisfiers

Comparison shopping

Mystery Shopping

Surveys

Service -Audit Teams

Suggestion and Complaint forms

Importance-Performance Analysis

Importance-Performance Analysis

Satisfying Customer

Encourage

Complaint

Take action

Higher Revenu

e And

Profits

DIFFERENTIATING

SERVICES

Marketing Excellence Requires Service Marketers To Differentiate Brand

So That It Is Not Seen As Commodity

DIFFERENTIATE ?

Adding Secondary Services

Innovation within a Service

Starwood Hotel Invested $1.7 Billion To Change Its Décor, To Compete With

Hilton And Marriott Hotel

Innovation in relatively new Service Categories .

NetJets

pioneered

the concept of

Fractional

Ownership

Marketing Excellence

Way to Excellence

Differentiating Services

How to Differentiate

Services ?

RECAP :-

A presentation by-

Prasad Vadnere V.J.T.I. , MUMBAI

 during an internship by Prof. Sameer Mathur , IIM Lucknow.

www.IIMInternship.com