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Ch13 designing and managing services pascual
1. TOP 10 Learning Concepts Ch 13 Designing and Managing Services JuanchoRoaPascual September 8, 2011 http://www.blogger.com/profile/00276604870570134445
2. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
3. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs Postsale service strategy http://www.blogger.com/profile/00276604870570134445
4. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
5. Concept 1:What is service? Act/Performance http://www.blogger.com/profile/00276604870570134445
6. Concept 1:What is service? Act/Performance From a party http://www.blogger.com/profile/00276604870570134445
7. Concept 1:What is service? Act/Performance From a party To another http://www.blogger.com/profile/00276604870570134445
8. Concept 1:What is service? Act/Performance From a party To another no ownership http://www.blogger.com/profile/00276604870570134445
9. Service example: Call Centers Offer HELP to customers giving them necessary INFORMATION http://www.blogger.com/profile/00276604870570134445
10. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
15. Service characteristics example: -Sit and watch Cirque du Soleil in the Philippines (intangible) -They perform until finish then you leave (inseparable: produced and consumed) -Simply the best performers (variability) -The show will end at some point (perishability) http://www.blogger.com/profile/00276604870570134445
16. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
22. Customer empowerment example: Therefore ebayers in the Philippines strive for 100% positive feedback and reach for the stars! http://www.blogger.com/profile/00276604870570134445
23. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
25. Holistic marketing for services example: Cebu pacific differentiates itself by having Games inside the plane. They also have tie ups with other Companies like Citibank http://www.blogger.com/profile/00276604870570134445
26. Customer empowerment example: Cebu Pacific has a training and development Center in Pasay motivations http://www.blogger.com/profile/00276604870570134445
27. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445
28. Concept 5:Customer expectations are important Perceive service Versus Expected service http://www.blogger.com/profile/00276604870570134445
29. Concept 5:Customer expectations are important Improve on these: Reliability Empathy (dependable) (caring) Responsiveness Tangibles (prompt) (clean) Assurance (trustworthy) http://www.blogger.com/profile/00276604870570134445
30. Customer expectations are important example: Longest zipline in Asia found in Dahilayan Park, Bukidnon Everyone reads and hears about it and expects a lot! http://www.blogger.com/profile/00276604870570134445
31. Customer expectations are important example: When they get to the place, they will feel the nice cool weather, see trees and lots of people to guide them, first come-first serve basis and experience the zipline as expected http://www.blogger.com/profile/00276604870570134445
32. Customer expectations are important example: Zorb, ATV, and other activities surprise people all the time! = delighted customer!!! http://www.blogger.com/profile/00276604870570134445
33. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445
34. Concept 6:Best service providers set high standards Aim for 100% Differentiate by designing better and faster delivery system. http://www.blogger.com/profile/00276604870570134445
35. Best service providers set high standardsexample: Air 21 is partnered here in the Philippines with the US embassy They must set high standards to serve 100% accuracy in delivering passports to their respective owners. http://www.blogger.com/profile/00276604870570134445
36. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445
38. Choosing brand elementsexample: Thomson Reuters Kinesis logo : dynamism of intelligent information that keeps evolving into different things into different people white : objectivity and perfect color backdrop Corporate font: Knowledge http://www.blogger.com/profile/00276604870570134445
39. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445
40. Concept 8:Devising branding strategy Brand Hierarchy and brand portfolio Positioning Targeting different market segments http://www.blogger.com/profile/00276604870570134445
41. Devising branding strategyexample: Cirque du soleil used traditional components and put onto nontraditional settings: Clowns muscle men contortionists Lavish costumes new age music spectacular stage design http://www.blogger.com/profile/00276604870570134445
42. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445
43. Concept 9:Dealing with customer needs Identifying and satisfying the needs Failure frequency(lesser is better) Downtime(fix quickly) Out-of-pocket costs(cheaper is better) http://www.blogger.com/profile/00276604870570134445
44. Dealing with customer needsexample: Mercedes Benz gives full support on other services even after a sale InteriorWheels, brakes Engine compartment Trunk Brake system http://www.blogger.com/profile/00276604870570134445
45. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445
46. Concept 10:The customer-service imperative Adding service after a sale is important (service contracts) But profit is also important (Make money out of equipments/services) http://www.blogger.com/profile/00276604870570134445
47. The customer-service imperativeexample: Nokia : free repair on damages within one year the unit was bought. Beyond that, parts or repair fees shall be imposed. http://www.blogger.com/profile/00276604870570134445
48. TOP 10 Learning Concepts Ch 13 Designing and Managing Services JuanchoRoaPascual September 8, 2011 http://www.blogger.com/profile/00276604870570134445