ch 13 designing & managing services

Marketing Concept:Ch 13 Designing and Managing Services

image and association…

www.charismarobles.blogspot.com


KEY CONCEPT: How do you differentiate your service from competition?

Improve Service Quality



Improve Service Quality

1. Listening2. Reliability3. Basic Service4. Service Design5. Recovery6. Surprising Customers7. Fair play8. Teamwork9. Employee research10. Servant leadership



We go to the hairstylist or barber shop as often as once a month…



1. Listening

Bunny with scissor ears = hairstylist should listen to understand what customers want



2. Reliability


RELIABILITYBanner = service priority


2. Reliability


RELY ABILITY

Bunny with scissor ears cuts with ability that customers can rely on

Banner = service priority


RELY

ABILI

TY

3. Basic Service


Do what your suppose to do!-Cut the hair-Don’t hurt the client-Don’t ruin the hair


4. Service Design

Don’t just cut hair!!

Decide how you want to be known



5. RecoveryEncouragecustomers tocomplainSo you can respond


RELY

ABILI

TY


6. Surprising Customers

Exceed customer expectations

Uncommon courtesy or

extra service like massages



RELY

ABILI

TY

7. Fair play

Don’t play with the hair be fair!



8. Teamwork


Hair needs to be:

ShampooedHair cutBlower dried

Everyone needs to deliver service with care & attentiveness


9. Employee Research

Callouts from stylist to find out what the owner must do to address problems



10. Servant leadership


Inspired leadership


In summary… think of the service you want from a hairstylist…


You need them to Listen and understand your instructionsYou rely and trust the whole team (teamwork) on their ability

and their brand image (reliability & service design)Basically, you want them to cut your hair the way you want it;Sometimes, others offers massages (surprising customers)If you are not satisfied, you expect them to hear your feedback

(recovery)Because you expect fair play;A good salon is where you see that stylists themselves are

satisfied and happy (employee research and servant leadership)


Tissue paper drawing…


RELY

ABILI

TY1. Listening

2. Reliability

3. Basic Service

6. Surprising customers

7. Fair play

8. Teamwork5. Recovery

4. Service Design

10. Servant Leadership

9. Employee research

Marketing Concept:Ch 13 Designing and Managing Services


ch 13 designing & managing services

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