chapter 13 presentation jap

CHAPTER 13: TOP 10 CONCEPTS

DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health

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Wednesday May 12, 2010

Outline Nature of Service

Concept 1: Intangible Acts are Everywhere Concept 2: Service Cocktail Concept 3: Service Features Concept 4: Application of Features

Marketing Service Concept 5: Provider-Customer tandem Concept 6: Holistic Marketing

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Outline Improving service quality

Concept 7: Filling the Gaps Concept 8: Best Practices

Creating strong brands in the service industry Concept 9: Brand Strategies

Product-Support Services Concept 10: Satisfying the Customer

Summary 3


Concept 1:

Intangible Acts are Everywhere

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Business

GovernmentPrivate nonprofit

Manufacturing and Retail


Concept 1:

Intangible Acts are Everywhere Kotler: Government

Local: Eastwood

Medical: ASMPH Emergency Rooms

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Concept 2:

Service Cocktail

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1. Pure tangible good Kotler and Local: Soaps Medical: First Aid kit

2. Good with accompanying services Kotler: Cars, computers, cellphones Local: Honda Civic, Dell laptops, iPhones Medical: Diagnostic equipment

Concept 2:

Service Cocktail

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3. Hybrid Kotler: Restaurants Local: Wedding planner Medical: Hospitals

4. Service with accompanying goods Kotler: Airlines Local: LBC, gasoline stations Medical: Physical therapy

Concept 2:

Service Cocktail

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5. Pure Service Kotler: Massage Local: Helpers Medical: Healthcare professionals

Concept 3:

Service Features

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1. Intangibility

Physical evidence

Presentation

Kotler: Washington Mutual Local: Call centers Medical: Customer services in TMC

Concept 3:

Service Features

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2. Inseparability

Kotler: Blue Man Group in entertainment Local: Lawyers Medical:

Psychiatrists Family medicine doctors Pediatricians

Concept 3:

Service Features

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3. Variability

Kotler: General Electric and Citibank Local: Fast food chains Medical:

Bedside manners Doctor’s P-drug Individualized treatment

Concept 3:

Service Features

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4. Perishability

Kotler: Club Med, Disney’s Fastpass Local: Cebu Pacific promos Medical:

Medical equipment during trauma DevPed and TCM practitioners’

waiting line

Concept 4:

Application of Features

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o Increasing Quality Control

o Demand = Supply

o Improving Service Quality

Concept 5:

Provider-Customer Tandem

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Provider Failure?

Improve Customer

Relationship

Present

Customer Failure

Root Causes:•People•Technology•Process•ServicescapeFrom employees to customers

Solutions:•Redesign process, simplify roles•Incorporate right technology•Create high-performance customers•Encourage customer citizenship

Concept 6:

Holistic Marketing

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Kotler: Singapore Airlines

Local: Toyota Medical: TMC

Concept 7:

Filling the Gaps

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Service Delivery

External Communications

Concept 7:

Filling the Gaps

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Service-Quality Specification

ReliabilityResponsiveness

AssuranceEmpathyTangibles

Concept 8:

Best Practices

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Strategic Concept

Management Commitment

High Standards

Self-Service Technology

Monitoring System

Employee Satisfaction

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Kotler: Rackspace, Hotel front desks, Gethuman.com, Paychex

Local: McDonalds/ Fast food chains

Medical: MVP and Dr. BengzonTMC standards vs QMMCCashier kiosks in TMC/St. LukesBenefits of employees

Concept 8:

Best Practices


Concept 9:

Brand Strategy

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Image

Branding

Kotler: United Airlines, Comcast, Hilton Hotels Local: Greenwich, Biogesic Medical:

Hospitals, medical schools

Concept 10:

Satisfying the Customer

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Worries:•Failure Frequency•Downtime•Out-of-pocket Costs

Offer:•Facilitating Services•Value-augmenting Services•Service Contracts / Extended Warranties•Post-sale services (Customer and Repair & Maintenance)

Summary Nature of Service

Types, Characteristics, Applications Marketing Service

Customer failure Need for improved customer relationship Holistic marketing

Improving service quality Filling the Gaps, Best Practices

Brand Strategies Satisfying the Customer

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Grab the service opportunity

Market it holistically

Always aim for quality

Strategize in order to satisfy the Customer

Conclusion

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CHAPTER 13: TOP 10 CONCEPTS

DESIGNING AND MANAGING SERVICESJustine Andrea C. ParedesAteneo School of Medicine and Public Health

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chapter 13 presentation jap

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