Download - Ch 13 Designing & Managing Services
Marketing Concept:Ch 13 Designing and Managing Services
image and association…
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KEY CONCEPT: How do you differentiate your service from competition?
Improve Service Quality
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Improve Service Quality
1. Listening2. Reliability3. Basic Service4. Service Design5. Recovery6. Surprising Customers7. Fair play8. Teamwork9. Employee research10. Servant leadership
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We go to the hairstylist or barber shop as often as once a month…
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1. Listening
Bunny with scissor ears = hairstylist should listen to understand what customers want
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2. Reliability
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RELIABILITYBanner = service priority
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2. Reliability
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RELY ABILITY
Bunny with scissor ears cuts with ability that customers can rely on
Banner = service priority
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RELY
ABILI
TY
3. Basic Service
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Do what your suppose to do!-Cut the hair-Don’t hurt the client-Don’t ruin the hair
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4. Service Design
Don’t just cut hair!!
Decide how you want to be known
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5. RecoveryEncouragecustomers tocomplainSo you can respond
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RELY
ABILI
TY
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6. Surprising Customers
Exceed customer expectations
Uncommon courtesy or
extra service like massages
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RELY
ABILI
TY
7. Fair play
Don’t play with the hair be fair!
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8. Teamwork
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Hair needs to be:
ShampooedHair cutBlower dried
Everyone needs to deliver service with care & attentiveness
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9. Employee Research
Callouts from stylist to find out what the owner must do to address problems
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10. Servant leadership
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Inspired leadership
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In summary… think of the service you want from a hairstylist…
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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)
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Tissue paper drawing…
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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
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