services are products too
DESCRIPTION
Services are Products too. Service and Branding. What are we buying?. Services are…. Intangible Even though they have “tangibility” Inseparable Produced and consumed at same time; sometimes even sold Perishable Cannot be stored Variable. How we measure good service?. Reliable - PowerPoint PPT PresentationTRANSCRIPT
Services are…
• Intangible– Even though they have “tangibility”
• Inseparable– Produced and consumed at same time; sometimes
even sold• Perishable– Cannot be stored
• Variable
How we measure good service?
• Reliable– Dependable, accurate, consistent
• Responsive– prompt
• Assurance– Knowledge and courtesy of employees
• Empathy– Caring, attention
• Tangibles– Physical aspects
Gap Model
• 5 Service gaps– Knowledge
• What customer wants and what management thinks they want
– Standards• What management thinks they want and quality specs
– Delivery• Gap between quality specs and service provided
– Communication• What company provides and what customers were told it provides
– Customer• Service they receive and what they want
The 4Ps of Service• Product
– Core and supplemental services– Customized or standardized
• Place– Convenience, location, number of outlets
• Promotion– Stress tangible cues– Endorsers– Image– Postpurchase
• Price– Revenue – maximize revenue– Operations – maximize cost efficiency– Patronage – maximize number of customers
Service Failure
• Listen to customer• Stay in control• Find a fair solution• Quickly resolve disputes
• Examples– Best Buy
Branding 101
• Reputation• Customer Service • A Promise • Price • Feeling • Attitude • Values – what the brand stands for
Service
• Can make or kill a brand• Strive for good service• Quick recoveries
• The customer is always right• 5 Easy Pieces