2visit: www.studyMarketing.orgYou can download this presentation at:www.studyMarketing.orgVisit www.studyMarketing.org for morepresentations on Marketing, Strategy,Innovation, and Branding
3visit: www.studyMarketing.orgSteps in IdentifyingA Service Strategy• Determine the most important serviceattributes for meeting and exceedingcustomers’ expectations.• Determine the most important serviceattributes on which competitors aremost vulnerable.
4visit: www.studyMarketing.org• Determine existing and potential servicecapabilities of our company• Develop a service strategy thataddresses important, enduring customerneeds, exploits competitor vulnerabilities,and fits our company’s capabilities andpotentialSteps in IdentifyingA Service Strategy
6visit: www.studyMarketing.orgService ReliabilityReliability refers to accurate and dependableservice; it refers to keeping the service promiseService SurpriseSurprise means finding ways to make thecustomer say “wow, these folks are good”; itcomes from the unexpected extra.
7visit: www.studyMarketing.orgService RecoveryRecovery involves regaining the customers’confidence if the service is deficient; it meansstanding behind the serviceService FairnessFairness requires a level playing field forcompany and customer; business is conductedin an ethical arena.
8visit: www.studyMarketing.orgServiceReliabilityCompanies that continuouslynurture the values ofaccuracy and dependabilityprevent many errors causedby carelessnessService Reliability isAttitude
9visit: www.studyMarketing.orgService Reliability is DesignServiceReliability• Dependability and accuracy can be designedinto service system.• Not all service mistakes stem fromcarelessness. Frequently, the real culprit is aneedlessly complicated and failure-proneservice system. The flaw is in the design.
10visit: www.studyMarketing.orgServiceSurpriseSurprising Customerswith DetailsGreat service companies “majorin minors”. They use details tobe different and to signalcustomers that the company isspecial.
11visit: www.studyMarketing.orgServiceSurpriseSurprising Customerswith DetailsThe “wow” is the total serviceexperience; it is 101 little thingsdone with the customers’interest uppermost in mind.
12visit: www.studyMarketing.orgServiceSurpriseSurprising Customerswith Extra EffortsCompanies earn extra creditwith customers through extraeffort. Customer rememberwhen service providers go outtheir way to help them, whenthey refuse to give up until apersistent problem is solved.
13visit: www.studyMarketing.orgServiceRecoveryCritical Importance ofEffective Recovery ServiceResearch finding reveals thatcustomers in general are farmore forgiving of a servicefailure when the companymakes a sincere, concertedeffort to remedy the problem.
14visit: www.studyMarketing.orgServiceRecoverySatisfactory recovery servicesharply increases customers’willingness to recommend thefirm and significantly improvestheir perceptions of overallservice quality.Critical Importance ofEffective Recovery Service
15visit: www.studyMarketing.orgServiceRecoveryEssential Steps inRecovery Service• Teach the Importance ofRecovery Service• Identify Service Problems• Resolve ProblemsEffectively• Improve the Service System
16visit: www.studyMarketing.orgServiceFairnessCustomers expect servicecompanies to treat them fairly;they become angry andmistrustful when they perceiveotherwise.
17visit: www.studyMarketing.orgServiceFairnessFairness is not a separatedimension of service but, rather,touches all customerexpectations.
18visit: www.studyMarketing.orgServiceFairnessCustomers expect servicecompanies to keep theirpromise (reliability), to offerclean, comfortable facilities(tangibles), to give promptservice (responsiveness), tobe competent and courteous(assurance), and to extendcaring, individualizedattention (empathy).
19visit: www.studyMarketing.orgSource of Reference:Leonard L. Berry, On Great Service : A Frameworkfor Action, The Free PressIf you think this presentation useful, please consider telling othersabout our site : www.studyMarketing.org