IB Business Management

4.6 PROCESSES

Learning Outcomes• To be able to analyse the importance of

delivery processes in the marketing mix of a service (A03)

• To be able to analyse necessary changes in these processes for a particular context (A03)

Essential Questions?

What examples of Processes can you think

of in the service industry?

Why are they so important for the service industry?

Processes

“The way in which a service is provided or delivered”.

Processes in the service industry include:

• Payment methods – allowing multiple forms of payment can make a service more convenient for customers.

• Waiting / queuing time – meeting and satisfying customer needs in a timely fashion is necessary to avoid bad image or poor reputation (discount if late?).

• Customer services – the degree to which a customer is taken care of. Attentiveness, care, politeness, well trained, ability to answer questions…Satisfaction monitored by customer satisfaction surveys.

• After-sales care – degree to which assist customer even after the purchase e.g. warranties, installation, maintenance, technical support. Can be a USP.

• Delivery Processes – can offer delivery FoC or as additional extra. Improves service, especially if bulky items. Can be USP also.

Processes Task – 5 mins

• Find one good example of a business that has benefitted from efficient processes

• Find one bad example where a business has suffered from poor or inadequate processes

What about for our companies?

• How important are processes?• Which processes are vital?• Could some businesses improve processes to

develop a competitive advantage and increase customer loyalty?

Processes – CUEGIS?

CONCEPT RELEVANCE TO PEOPLE THEORY

CHANGE

CULTURE

ETHICS

GLOBALISATION

INNOVATION

STRAETEGY