what are the new service realities ?
TRANSCRIPT
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Designing and managing services
Based on the book, marketing management by Kotler et. Al.
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What are the new service realities ?
Sia, Setting standards in the aviation industry globally for years!
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Customer empowerment
• Customer more empowered now than ever before!• Demands access to unbundled
services• Uses the internet and social media as
its voice• Eg: united breaks guitars
• Improve quality by following the basic principles• Improve service design• Listen to the customer’s needs• Enabling quick recovery from failures• Training employees to handle
customers well• Servant leadership
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Customer co-production
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1. Redesign processes and redefine customer roles to simplify service encounters
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2. Incorporate the right technology to aid employees and customers
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3. Create high-performance customers by enhancing their role clarity, motivation, and ability
Reminds policyholders to suspend car insurance while on active military duty overseas.
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4. Encourage “customer citizenship” so customers help customers
Golfers helping fellow golfers follow the rules
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Satisfying employees as well as customers is key
• Pamper customers.• Accurately read customer needs.• Develop a personal relationship with the customers.• Deliver quality service to solve customers’ problems.
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Credits & References
• Flickr.com • Images.google.com
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Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
PROF. SAMEER MATHURIIM LUCKNOW
DHANANJAY GOELIIT DELHI