Service strategy
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    Service strategy Service strategy Presentation Transcript

    • Customer Service Strategyvisit: www.studyMarketing.org 1
    • You can download this presentation at: www.studyMarketing.org Visit www.studyMarketing.org for more presentations on Marketing, Strategy, Innovation, and Brandingvisit: www.studyMarketing.org 2
    • Steps in Identifying A Service Strategy • Determine the most important service attributes for meeting and exceeding customers’ expectations. • Determine the most important service attributes on which competitors are most vulnerable.visit: www.studyMarketing.org 3
    • Steps in Identifying A Service Strategy • Determine existing and potential service capabilities of our company • Develop a service strategy that addresses important, enduring customer needs, exploits competitor vulnerabilities, and fits our company’s capabilities and potentialvisit: www.studyMarketing.org 4
    • Four Core Elements of Service Strategy Service Reliability Service Surprise Service Recovery Service Fairnessvisit: www.studyMarketing.org 5
    • Service Reliability Reliability refers to accurate and dependable service; it refers to keeping the service promise Service Surprise Surprise means finding ways to make the customer say “wow, these folks are good”; it comes from the unexpected extra.visit: www.studyMarketing.org 6
    • Service Recovery Recovery involves regaining the customers’ confidence if the service is deficient; it means standing behind the service Service Fairness Fairness requires a level playing field for company and customer; business is conducted in an ethical arena.visit: www.studyMarketing.org 7
    • Service Service Reliability is Reliability Attitude Companies that continuously nurture the values of accuracy and dependability prevent many errors caused by carelessnessvisit: www.studyMarketing.org 8
    • Service Reliability Service Reliability is Design • Dependability and accuracy can be designed into service system. • Not all service mistakes stem from carelessness. Frequently, the real culprit is a needlessly complicated and failure-prone service system. The flaw is in the design.visit: www.studyMarketing.org 9
    • Service Surprising Customers Surprise with Details Great service companies “major in minors”. They use details to be different and to signal customers that the company is special.visit: www.studyMarketing.org 10
    • Service Surprising Customers Surprise with Details The “wow” is the total service experience; it is 101 little things done with the customers’ interest uppermost in mind.visit: www.studyMarketing.org 11
    • Service Surprising Customers Surprise with Extra Efforts Companies earn extra credit with customers through extra effort. Customer remember when service providers go out their way to help them, when they refuse to give up until avisit: www.studyMarketing.org persistent problem is solved. 12
    • Service Critical Importance of Recovery Effective Recovery Service Research finding reveals that customers in general are far more forgiving of a service failure when the company makes a sincere, concerted effort to remedy the problem.visit: www.studyMarketing.org 13
    • Service Critical Importance of Recovery Effective Recovery Service Satisfactory recovery service sharply increases customers’ willingness to recommend the firm and significantly improves their perceptions of overall service quality.visit: www.studyMarketing.org 14
    • Service Essential Steps in Recovery Recovery Service • Teach the Importance of Recovery Service • Identify Service Problems • Resolve Problems Effectively • Improve the Service Systemvisit: www.studyMarketing.org 15
    • Service Fairness Customers expect service companies to treat them fairly; they become angry and mistrustful when they perceive otherwise.visit: www.studyMarketing.org 16
    • Service Fairness Fairness is not a separate dimension of service but, rather, touches all customer expectations.visit: www.studyMarketing.org 17
    • Service Customers expect service Fairness companies to keep their promise (reliability), to offer clean, comfortable facilities (tangibles), to give prompt service (responsiveness), to be competent and courteous (assurance), and to extend caring, individualized attention (empathy).visit: www.studyMarketing.org 18
    • Source of Reference: Leonard L. Berry, On Great Service : A Framework for Action, The Free PressIf you think this presentation useful, please consider telling othersabout our site : www.studyMarketing.orgvisit: www.studyMarketing.org 19