Chapter 13 Designing and Managing Services: Top Ten Concepts

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  • 1. DESIGNING AND MANAGING SERVICES Luis Enrique Joson January 5, 2010 Top 10 Concepts
  • 2. Outline: Services…
    • What are these?
    • Are everywhere!
    • Have Different Mixes
    • Vary in many ways (how?)
    • Have 4 characteristics
  • 3. Outline: Services…
    • Need Holistic Marketing
    • Should meet and exceed
    • Involve best practices
    • Take care of the customer
    • Are brands too!
  • 4. 1: What Are Services?
    • Intangible
    • Does not result in the ownership of anything
  • 5. 2: Services Are Present Everywhere SERVICES Government Manufacturing Retail Business
  • 6. 3: Have Different Categories of Service Mix
    • Know what your customer needs
    • Customer-service channels
  • 7. 4: Services Vary In Many Ways
    • Equipment-based vs People-based
    • Processes
    VS
  • 8. 4: Services Vary In Many Ways
    • Personal need vs Business need
    • Objectives and ownership
    • Evaluation
    Experience Credence Search
  • 9. 5: What Makes Services Distinct?
    • Intangibility
      • How to market? Manage the evidence!
    • Inseparability
      • Interact, work with large groups
  • 10. 5: What Makes Services Distinct?
    • Variability
      • How to market? Lower risk perception!
    • Perishability
      • RIGHT – services, customers, places, times, prices
  • 11. 6: The Need For A Holistic Marketing Internal Marketing Interactive Marketing External Marketing
  • 12. 7: Managing Service Quality
    • Customer Management Expectation Perception
    • Management Service-Quality
    • Perception Specification
    • Service-Quality Service Delivery
    • Specification
    • Service Delivery External Communications
  • 13. 7: Managing Service Quality
    • Perceived Expected
    • SERVICE SERVICE
    • Aim not only to meet but to exceed!
  • 14. 8: Apply the Best Practices
    • Be “customer obsessed”
    • Committed management
    • High Standards
      • Monitoring Systems
  • 15. 8: Apply the Best Practices
    • Customer-convenience
    • Satisfy Customer Complaints
  • 16. 9: Take Care Of The Customer Employee Satisfaction Customer Loyalty EXCELLENT SERVICE
  • 17. 10: Marketing Is Important For Service Brands
    • Differentiate
    • Identify your target
    • Service brands are intangible
    • BRAND RECALL
    • BRAND PERSONALITY
  • 18. Summary: Services…
    • Are Intangible
    • Are Everywhere
    • Have Different Mixes
    • Vary
    • Are Distinct
  • 19. Summary: Services…
    • Need Holistic Marketing
    • Should be coherent
    • Must use the best
    • Take care of everyone
    • Are brands
  • 20. My Conclusion: Designing and Managing Services
    • Adapt, innovate, and be specific
    • to expand and reach the targets
    • CUSTOMER = COMPANY = SERVICE
  • 21. DESIGNING AND MANAGING SERVICES Luis Enrique Joson January 5, 2010 Top 10 Concepts