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Services
       marketing

NOTE: View these pages as Notes Pages for more explanation of the content.
                The contents of this document remain the copyright of Nicholas Coutts.
     This document may be copied in whole or in part, provided the copyright holder is acknowledged.
Services marketing
                  Business
                  models

NOTE: View these pages as Notes Pages for more explanation of the content.
                The contents of this document remain the copyright of Nicholas Coutts.
     This document may be copied in whole or in part, provided the copyright holder is acknowledged.
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WHY ENROLL IN THE S•O•SSM SERVICES
PROGRAM?
By enrolling in the S•O•SSM Services Program,
a routine sampling interval can be establlished
to build-up a trend of data over time. that
trend allows you to compare sample history
and more easily identify deviations from the
normal trend. This consequently adds value to
the data interpretation process with more
meaningful recommendations and
recommended actions.
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Services marketing
   The offer
What is the
                                difference
                                between a
                                product and an
                                offer?




© Nicholas Coutts August 2010
PRODUCT
Intangibles
Complementary assets                                                        80 per cent of the
                                                                        impact, but only 20 per
                               Quality
                                                                             cent of the costs
                             perceptions
                                               Before
                                                sales                        Value
                                               service                    perceptions
                                                         After sales
                        During sales
                                                           service
                          service



                                                                  Delivery
                 Guarantees
                                                                                      Other
 Organisation                                                                         user
                                             PRODUCT                             recommendations
                                                                 Availability
                Warranties




                        Add - ons                           Advice

                Brand
                name                           Finance
                                                             Reputation
                                           Corporate
                                                                                        Services
                                            image
   Value networks
                                                              Source: de Chernatony and McDonald
Services marketing

    Exercise
What are the barriers to purchase
and use?




                          15
Technical           Political         Organisational          Financial           Emotional
                    and
                    social




 •   Barriers to purchase and use are lowered or eliminated by information,
     experience and by services.
 •   This will tell you if you need to partner with a third party to provide some or
     all of the services.
 •   Avoid giving away service, in order to sell the product. To sell service, you will
     need to track time spent on providing services, have a rate card for services
     and a billing system, to invoice the services.
 •   Note that service marketing is theoretically and practically very different to
     product marketing. You may need to recruit service marketing skills.
Services marketing
 The life cycle
The life cycle

           high             higher margin
                            lower volume




     margin


                                                 higher volume
                                                 lower margin

             low                                               time
                     low                volume          high




© Nicholas Coutts August 2010
The life cycle

           high




     margin




             low                                time
                     low        volume   high




© Nicholas Coutts August 2010
The life cycle

                                Demand creation   Fulfillment
           high




     margin




             low                                               time
                     low                volume          high




© Nicholas Coutts August 2010
The life cycle

           high

                                         volume



                                         value €
     margin

                                              actual
                                              forecast


             low                                          time
                     low        volume             high




© Nicholas Coutts August 2010
The life cycle

                                Demand creation   Fulfillment
           high

                                                  volume



                                                  value €
     margin

                                                       actual
                                                       forecast



             low                                                   time
                     low                volume              high




© Nicholas Coutts August 2010
The life cycle

                                Demand creation   Fulfillment
           high                                              r2


                                                  volume
                                                            r2

                                                  value €
     margin

                                                       actual
                                                       forecast


             low                                                   time
                     low                volume              high




© Nicholas Coutts August 2010
Product and services life cycle
                                        Demand creation              Fulfillment

                 high             higher            lower              higher
                                  risk              risk               risk



           retained
           margin

      complexity


                                                                             retained
                                                                             margin
                      low
                                low        knowledge in the market         high
                                naive user time                            expert user
                                           product volume


© Nicholas Coutts August 2010
Product and services life cycle




         SEGMENT                A   B   C


         channel capability
         channel capacity
         message



© Nicholas Coutts August 2010
© Nicholas Coutts August 2010
Example: technology product distribution



          Quantity




          Value




          Margin
Services marketing

    Exercise
Services marketing
    Service
 blueprinting
Blueprints                Examples

1   Design engineering    Celoxica
2   Account management    Hill&Knowlton
3   Marketing and sales   UKeU
4   Financial services    Style
5   Telecomms             BTWholesale
6   Retail                Post Office
Why blueprint?


Ensures the service delivery process matches client requirements

Identifies required resources
    people, skills, systems, time, budget, collateral

Identifies up-sell and cross sell opportunities

Identifies ways to add value

Gets the right people doing the right things at the right time
Why blueprint? 2

Enables planning for when something goes wrong

Ensures capability and capacity are available to meet the revenue and
   transaction targets.

Identifies minimum time required

Identifies the “moments of truth”
    which need to be managed to ensure the right brand experience
    Allows the handovers between channels to be engineered
Why blueprint? 3

Establishes policy and procedures

Identified the critical business processes

Important to make the process explicit to customers and partners

Important for systems design
    especially customer relationship management systems


A valuable resource for training and communication
The blueprint

Swim lanes
    horizontal swim lanes for each function, department or resource
    the top lane is usually the customer


Moments of truth
    occur when something involves the customer


Microsoft Visio is a good tool for creating and maintaining
the blueprint document
    allows spreadsheets to be attached, as required, to show data
    on time and cost


The blueprint may require adaptation for each customer segment
Example blueprint – design engineering - Celoxica


                                                                                                            Design
                                                                                                           services
                                                                                                           process                                                                                                       Review




                                                                                                                                                                                                                           no
Customer
- legal                                                                                                                                                                                                                                                                                                                                                   Receives
- engineering                      Customer                                                                                                                                                                                                                                                                                                                 order                                                  Licence
- product management/                                                                                                                                                                                                     Order                                                                                                                         acknowledgm
                                    Enquiry                                                                                                                                                                              placed?
                                                                                                                                                                                                                                            yes                                                                                                                                                                      key                    Invoice
   marketing                                                                                                                                                                                                                                                                                                                                                 ent                                                  received                 received
- project managemenet

Customer interface                                                      Clarify                                                                                                                                                                              queries
                                                                                    Issue                   Design       Develop                                     Proposal    Prepare                                                                                  Approve       Manage                                                                                                      Notificatio
  Celoxica                                                Rejection                                                                                                                                                       Issue
                                                                      requireme   relevant    Followup     services      solution                                    process    quotation                                                                                   PO          account                                                                                                     n received
                                                                                                                                                                                                                        quotation
  Account Manager                                    ct     letter        nts     materials              opportunity?
                                              reje                                                                                                                                                                                                 Review
                                                                                                                                                                                                                                                                                                                                                         Raise order




                                                                                                                             services required? e.g.IP cores,
                                                                                                                             bespoke training, engineering support
                                 Review                                notify                                                                                                                                                                                                                                                         Review            acknowledgm
                                 Enquiry
                                                          accept                                                                                                                                                                                  customer                                                                                     accepted ent and send                                Notificatio
  Inside sales                                                        account                                                                                                                                                                                                                                                           PO
                                                                                                                                                                                                                                                     PO                                                                                                                                             n received
                                                                      manager                                                                                                                                                                                                                                                                            to customer




                                                                                                                                                                                       specia




                                                                                                                                                                                                                                                                                                               end of sales process
                                                                                                                                                                                                        non-standard?
 Applications
 Engineering Manager




                                                                                                                                                                                             l term
                                                                                                                                                                                                                                                                                                                                                          Receives                                                 Licence      Activate
                                                                                                                                                                                                                                                                                                                                                            order                                  Notificatio
                                                                                                                                                                                                                                                                                                                                                                                                                      key       support
    Support                                                                                                                                                                                                                                                                                                                                             acknowledgm                                n received
                                                                                                                                                                                                                                                                                                         ???




                                                                                                                                                                                                   s?
                                                                                                                                                                                                                                                                                                                                                                                                                    issued      services
                                                                                                                                                                                                                                                                                                                                                             ent




                                                                                                                                                                     ??




                                                                                                                                                                                                                                     copy
  Project Management
                                                                                                                                                                                            Legal
                                                                                                                                                                                          document
                                                                                                                                                                                              s                                                                                                   File
  Legal
                                                                                                                                                                                                                                                                                    notify
                                                                                                                                                                                          Progress                                                                     Process PO
  Sales operations                                                                                                                                                                        opportuni
                                                                                                                                                                                             ty
                                                                                                                          Services
  Projects team                                                                                                          Proposal
                                                                                                                        preparation

                                                                                                                                                                                                         Approve
  Senior management                                                                                                                                                                                     quotation                                                                                 File


                                                                                                                                                                                                                                    File                                                                                                                                                                          Notificatio              Invoice Finance
  Finance                                                                                                                                                                                                                                                                                                                                                                                                         n received                raised

  Sub-contractors


                                                                                                                                                                                                                                                                                                                                                            Receives
    Timeline                                                                                                                                                                                                                                                                                                                                                                  Prepare
                                                                                                                                                                                                                                                                                                                                                              order                     Despatch   Notificati
                                                                                                                                                                                                                                                                                                                                                          acknowledgm        document                on of
                                                                                                                                                                                                                                                                                                                                                                               ation     product
                                                                                                                                                                                                                                                                                                                                                               ent                                 despatch




                     Lead qual     Eval
                       form      process                                                                                                                                                                                                                                                                                                                 Order fulfilment,
                                                                                                                                                                                                                                                                                                                                                           stock control                                                        Support
                                                                                                                                                                                                                                                                                                                                                            and product                                                         services
                                                                                                                                                                                                                                                                                                                                                             movement                                                           process
                                                                                                                                                                                                                                                                                                                                                             processes


                                                                                                                                                                                                                                                                                                                                                                                                                                Training
                                                                                                                                                                                                                                                                                                                                                                                                                                process




   © Nicholas Coutts August 2010
Example blueprint – account management
Hill & Knowlton
Example blueprint – UKeU
Support n coutts_080211
Support n coutts_080211
Support n coutts_080211
Example blueprint – financial services Style




© Nicholas Coutts August 2010
Example blueprint - BTWholesale




© Nicholas Coutts August 2010
© Nicholas Coutts August 2010
© Nicholas Coutts August 2010
© Nicholas Coutts August 2010
© Nicholas Coutts August 2010
Support n coutts_080211
Example blueprint – Post Office

 Awareness Active Selling   Signed Contract   Fulfilment   After Sales
Services
marketing
Service types and their
characteristics

   Service type                  Characteristics

 Professional services    Barrier to entry is human expertise



                              Administration and money
   Financial services              management



   Technical services      An infrastructure of technology



                              High volume and based on
   Consumer services               consumer offers
Common mistakes in marketing
of services

 •   Lack of differentiation
 •   Services allowed to become commodities
 •   Poor understanding of customer needs
 •   Over-reliance on industry research reports
 •   “One off” services
 •   “Overclaim”
 •   Lack of proposition
 •   Product-led approach
 •   Servility rather than service
The discipline of services marketing


                                 Intangibility, Simultaneous consumption, Perishability,
                     American
                                 Lack of ownership, Variability, Inseparability



About 25 years old      Nordic      No product, Process outcomes are key




                      French     Support, Process, Output



                                      • Good application of the scientific process
                                      • Related to customer care and customer service
                                      • Not well known by industry
How do service differences
change marketing?



                             •   Intangibility
                             •   Simultaneous consumption
                             •   Perishability
                             •   Lack of ownership
                             •   Variability
                             •   Inseparability
How to address these differences


                         Intangibility   brand presence



            Simultaneous consumption     quality of service



                         Perishability   capacity planning



                    Lack of ownership    control



                           Variability   process design



                        Inseparability   people selection
Differences in marketing of services



 Intangibility

• Create “presence” through
  physical things

• Brand gives reassurance
Differences in marketing of services


Simultaneous consumption

• Customer care must be real

• Service quality: no product to
  compensate

• “Word of mouth”: people talk
  about experience
Differences in marketing of services



  Perishability

  • Capacity planning

  • Special promotions
Differences in marketing of services



 Lack of ownership

 • Value positioning

 • Environmental design
Differences in marketing of services



  Variability
  • Process management

  • Expectation management
Differences in marketing of services



 Inseparability of delivery
 personnel

 • People behaviour important
A summary of the differences between
marketing of services and products

                     • The customer’s need for control
                     • The importance of the service process
                     • The customer learns the supplier’s process
                     • Intangibility of consumption
                     • Simultaneous consumption
                     • Stress makes quality issues more intense
                     • Emotional involvement
                     • The importance of the corporate brand
                     • Interdependency with customer care more intense
                     • Importance of people and their behaviour
Summary of the principles of
marketing of services

                                     Make the intangible
                                         tangible.


         People are part of                                            Turn the corporate
             the offer.                                                name into a brand.




                                      Marketing of
                                       services                                  Manage the
     Manage the                                                              corporate brand as a
     processes.                                                                 tangible image
                                                                                   strategy.




                      Segment customers
                          by service                       Service must be
                        preference and                         holistic.
                       emotional needs.
For example: the phenomenon
 of control


                                       •   Corporate brand
                        Naive          •   People
                                       •   Process

Marketing to customer

                                 •     Streamline process
                   Experienced   •     Deploy technology
                                 •     Self service



                                     The service process takes control from the customer
                                     New customers feel vulnerable
                                     Experienced customers want to regain control
Case study: Symbol Technologies




                         • Analysed supermarket experience
                         • Created new technology
                         • Compared service
                         • Attracted customers
                         • Reduced costs
“The Seven Ps”


                                Product




                                            PRODUCTS
                                            PRODUCTS

                                                       Services
                                                       Services
                                Price
                                Place
                                Promotion

                                People
                                Presence
                                Process

© Nicholas Coutts August 2010
Nature and roles of product
marketing
              Pre-production
                                Create awareness
                marketing


                 Production       Induce trial
                                                   Word of Mouth
                                                   communication
            Post -production     Demonstrate
               marketing           benefits


                                  Build brand
               Consumption
                                  preferences




© Nicholas Coutts August 2010
Nature and roles of service
marketing

                                Create awareness

                  Pre-sale
                 marketing
                                  Induce trial
                                                   Word of Mouth
                                                   communication


                                 Demonstrate
                 Post-sale
                                   benefits
                 marketing


                                  Build brand
    Production Consumption        preferences




© Nicholas Coutts August 2010
A framework for marketing
services
                                       Marketing to            Marketing to       Marketing to
    Maximising                    new customers           existing customers      employees
    marketing
     potential                  • Managing the evidence
                                • Branding the company




    Building a                                             Turning marketing
    marketing                                             into a line function
   organisation


                                                                                 Managing and
                                                           Doing the service
      Delivering                Doing the service                                 exceeding
                                                            very right the
       quality                  right the first time                              customers’
                                                             second time
       service                                                                   expectations


                                                              Identifying
                                                            the right service
© Nicholas Coutts August 2010
nicholascoutts@dsl.pipex.com www.nicholascoutts.co.uk 44 77 24 398 675

                            skype ncoutts
Worth reading…




Building Routes to       Creating Powerful Brands   Why Can't You Just Give   Building Great Customer
Customers: Proven                                   Me The Number? An         Experiences
Strategies for           Leslie de Chernatony,      Executive's Guide to
Profitable Growth        Malcolm McDonald, and      Using Probabilistic       Colin Shaw and
                         Elaine Wallace             Thinking to Manage Risk   John Ivens
Peter Raulerson,         2010                       and to Make Better        2005
Jean-Claude Malraison,                              Decisions
and Antoine Leboyer
2006                                                Patrick Leach
                                                    2006
Managing Hybrid Marketing Systems
Rowland T. Moriarty and Ursula Moran
Harvard Business Review Nov-Dec 1990

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  • 1. Services marketing NOTE: View these pages as Notes Pages for more explanation of the content. The contents of this document remain the copyright of Nicholas Coutts. This document may be copied in whole or in part, provided the copyright holder is acknowledged.
  • 2. Services marketing Business models NOTE: View these pages as Notes Pages for more explanation of the content. The contents of this document remain the copyright of Nicholas Coutts. This document may be copied in whole or in part, provided the copyright holder is acknowledged.
  • 4. WHY ENROLL IN THE S•O•SSM SERVICES PROGRAM? By enrolling in the S•O•SSM Services Program, a routine sampling interval can be establlished to build-up a trend of data over time. that trend allows you to compare sample history and more easily identify deviations from the normal trend. This consequently adds value to the data interpretation process with more meaningful recommendations and recommended actions.
  • 10. Services marketing The offer
  • 11. What is the difference between a product and an offer? © Nicholas Coutts August 2010
  • 13. Intangibles Complementary assets 80 per cent of the impact, but only 20 per Quality cent of the costs perceptions Before sales Value service perceptions After sales During sales service service Delivery Guarantees Other Organisation user PRODUCT recommendations Availability Warranties Add - ons Advice Brand name Finance Reputation Corporate Services image Value networks Source: de Chernatony and McDonald
  • 14. Services marketing Exercise
  • 15. What are the barriers to purchase and use? 15
  • 16. Technical Political Organisational Financial Emotional and social • Barriers to purchase and use are lowered or eliminated by information, experience and by services. • This will tell you if you need to partner with a third party to provide some or all of the services. • Avoid giving away service, in order to sell the product. To sell service, you will need to track time spent on providing services, have a rate card for services and a billing system, to invoice the services. • Note that service marketing is theoretically and practically very different to product marketing. You may need to recruit service marketing skills.
  • 18. The life cycle high higher margin lower volume margin higher volume lower margin low time low volume high © Nicholas Coutts August 2010
  • 19. The life cycle high margin low time low volume high © Nicholas Coutts August 2010
  • 20. The life cycle Demand creation Fulfillment high margin low time low volume high © Nicholas Coutts August 2010
  • 21. The life cycle high volume value € margin actual forecast low time low volume high © Nicholas Coutts August 2010
  • 22. The life cycle Demand creation Fulfillment high volume value € margin actual forecast low time low volume high © Nicholas Coutts August 2010
  • 23. The life cycle Demand creation Fulfillment high r2 volume r2 value € margin actual forecast low time low volume high © Nicholas Coutts August 2010
  • 24. Product and services life cycle Demand creation Fulfillment high higher lower higher risk risk risk retained margin complexity retained margin low low knowledge in the market high naive user time expert user product volume © Nicholas Coutts August 2010
  • 25. Product and services life cycle SEGMENT A B C channel capability channel capacity message © Nicholas Coutts August 2010
  • 26. © Nicholas Coutts August 2010
  • 27. Example: technology product distribution Quantity Value Margin
  • 28. Services marketing Exercise
  • 29. Services marketing Service blueprinting
  • 30. Blueprints Examples 1 Design engineering Celoxica 2 Account management Hill&Knowlton 3 Marketing and sales UKeU 4 Financial services Style 5 Telecomms BTWholesale 6 Retail Post Office
  • 31. Why blueprint? Ensures the service delivery process matches client requirements Identifies required resources people, skills, systems, time, budget, collateral Identifies up-sell and cross sell opportunities Identifies ways to add value Gets the right people doing the right things at the right time
  • 32. Why blueprint? 2 Enables planning for when something goes wrong Ensures capability and capacity are available to meet the revenue and transaction targets. Identifies minimum time required Identifies the “moments of truth” which need to be managed to ensure the right brand experience Allows the handovers between channels to be engineered
  • 33. Why blueprint? 3 Establishes policy and procedures Identified the critical business processes Important to make the process explicit to customers and partners Important for systems design especially customer relationship management systems A valuable resource for training and communication
  • 34. The blueprint Swim lanes horizontal swim lanes for each function, department or resource the top lane is usually the customer Moments of truth occur when something involves the customer Microsoft Visio is a good tool for creating and maintaining the blueprint document allows spreadsheets to be attached, as required, to show data on time and cost The blueprint may require adaptation for each customer segment
  • 35. Example blueprint – design engineering - Celoxica Design services process Review no Customer - legal Receives - engineering Customer order Licence - product management/ Order acknowledgm Enquiry placed? yes key Invoice marketing ent received received - project managemenet Customer interface Clarify queries Issue Design Develop Proposal Prepare Approve Manage Notificatio Celoxica Rejection Issue requireme relevant Followup services solution process quotation PO account n received quotation Account Manager ct letter nts materials opportunity? reje Review Raise order services required? e.g.IP cores, bespoke training, engineering support Review notify Review acknowledgm Enquiry accept customer accepted ent and send Notificatio Inside sales account PO PO n received manager to customer specia end of sales process non-standard? Applications Engineering Manager l term Receives Licence Activate order Notificatio key support Support acknowledgm n received ??? s? issued services ent ?? copy Project Management Legal document s File Legal notify Progress Process PO Sales operations opportuni ty Services Projects team Proposal preparation Approve Senior management quotation File File Notificatio Invoice Finance Finance n received raised Sub-contractors Receives Timeline Prepare order Despatch Notificati acknowledgm document on of ation product ent despatch Lead qual Eval form process Order fulfilment, stock control Support and product services movement process processes Training process © Nicholas Coutts August 2010
  • 36. Example blueprint – account management Hill & Knowlton
  • 41. Example blueprint – financial services Style © Nicholas Coutts August 2010
  • 42. Example blueprint - BTWholesale © Nicholas Coutts August 2010
  • 43. © Nicholas Coutts August 2010
  • 44. © Nicholas Coutts August 2010
  • 45. © Nicholas Coutts August 2010
  • 46. © Nicholas Coutts August 2010
  • 48. Example blueprint – Post Office Awareness Active Selling Signed Contract Fulfilment After Sales
  • 50. Service types and their characteristics Service type Characteristics Professional services Barrier to entry is human expertise Administration and money Financial services management Technical services An infrastructure of technology High volume and based on Consumer services consumer offers
  • 51. Common mistakes in marketing of services • Lack of differentiation • Services allowed to become commodities • Poor understanding of customer needs • Over-reliance on industry research reports • “One off” services • “Overclaim” • Lack of proposition • Product-led approach • Servility rather than service
  • 52. The discipline of services marketing Intangibility, Simultaneous consumption, Perishability, American Lack of ownership, Variability, Inseparability About 25 years old Nordic No product, Process outcomes are key French Support, Process, Output • Good application of the scientific process • Related to customer care and customer service • Not well known by industry
  • 53. How do service differences change marketing? • Intangibility • Simultaneous consumption • Perishability • Lack of ownership • Variability • Inseparability
  • 54. How to address these differences Intangibility brand presence Simultaneous consumption quality of service Perishability capacity planning Lack of ownership control Variability process design Inseparability people selection
  • 55. Differences in marketing of services Intangibility • Create “presence” through physical things • Brand gives reassurance
  • 56. Differences in marketing of services Simultaneous consumption • Customer care must be real • Service quality: no product to compensate • “Word of mouth”: people talk about experience
  • 57. Differences in marketing of services Perishability • Capacity planning • Special promotions
  • 58. Differences in marketing of services Lack of ownership • Value positioning • Environmental design
  • 59. Differences in marketing of services Variability • Process management • Expectation management
  • 60. Differences in marketing of services Inseparability of delivery personnel • People behaviour important
  • 61. A summary of the differences between marketing of services and products • The customer’s need for control • The importance of the service process • The customer learns the supplier’s process • Intangibility of consumption • Simultaneous consumption • Stress makes quality issues more intense • Emotional involvement • The importance of the corporate brand • Interdependency with customer care more intense • Importance of people and their behaviour
  • 62. Summary of the principles of marketing of services Make the intangible tangible. People are part of Turn the corporate the offer. name into a brand. Marketing of services Manage the Manage the corporate brand as a processes. tangible image strategy. Segment customers by service Service must be preference and holistic. emotional needs.
  • 63. For example: the phenomenon of control • Corporate brand Naive • People • Process Marketing to customer • Streamline process Experienced • Deploy technology • Self service The service process takes control from the customer New customers feel vulnerable Experienced customers want to regain control
  • 64. Case study: Symbol Technologies • Analysed supermarket experience • Created new technology • Compared service • Attracted customers • Reduced costs
  • 65. “The Seven Ps” Product PRODUCTS PRODUCTS Services Services Price Place Promotion People Presence Process © Nicholas Coutts August 2010
  • 66. Nature and roles of product marketing Pre-production Create awareness marketing Production Induce trial Word of Mouth communication Post -production Demonstrate marketing benefits Build brand Consumption preferences © Nicholas Coutts August 2010
  • 67. Nature and roles of service marketing Create awareness Pre-sale marketing Induce trial Word of Mouth communication Demonstrate Post-sale benefits marketing Build brand Production Consumption preferences © Nicholas Coutts August 2010
  • 68. A framework for marketing services Marketing to Marketing to Marketing to Maximising new customers existing customers employees marketing potential • Managing the evidence • Branding the company Building a Turning marketing marketing into a line function organisation Managing and Doing the service Delivering Doing the service exceeding very right the quality right the first time customers’ second time service expectations Identifying the right service © Nicholas Coutts August 2010
  • 70. Worth reading… Building Routes to Creating Powerful Brands Why Can't You Just Give Building Great Customer Customers: Proven Me The Number? An Experiences Strategies for Leslie de Chernatony, Executive's Guide to Profitable Growth Malcolm McDonald, and Using Probabilistic Colin Shaw and Elaine Wallace Thinking to Manage Risk John Ivens Peter Raulerson, 2010 and to Make Better 2005 Jean-Claude Malraison, Decisions and Antoine Leboyer 2006 Patrick Leach 2006 Managing Hybrid Marketing Systems Rowland T. Moriarty and Ursula Moran Harvard Business Review Nov-Dec 1990