What are the What are the NEW Service realities?

In past, service firms lagged behind manufacturers in marketing

In past, service firms lagged behind manufacturers in marketing

NOTNOT

NOW

Surpasses thecustomer expectations time and again

Changing

customer relationship

HOWWHY

1 Customer Empowerment1 Customer Empowerment

Customers enjoy the right to select

And prefer unbundled services

Customers prefer service organizations over multiple

service providers

Internet

A new medium to shareBad

Good experiences

2 Customer Coproduction2 Customer Coproduction

Customer plays an active role in service delivery

More is the involvement,

stronger is the connection with the service provider

service problems are caused by the customer

Resulting in employee stress and dissatisfaction

33%Resulting in employee stress and dissatisfaction

What to do?What to do?

Process PeopleSimplify and redesign

Motivate, train and enhance their role clarity

Servicescape Technology

Encourage customer citizenship

Adopt apt technology to aid the stakeholders

3 Customer & Employee Satisfaction3

Employer

Employee

Ill-treated employees

Lack of recognition

No job satisfaction

Good training program

Recognition

Job satisfaction

Employee

Customer

Pamper them & maintain good relation

Realize their needs

Deliver quality service

No customer loyalty

Bad for business

Presentation byDivyasree P K

IIT Madras