Marketing is defined as a social and managerial process through which individuals and groups obtain what they need and want by creating, offering, and exchanging products and services of value. The document discusses the evolution of marketing from focusing on products to recognizing the differences between products and services, leading to a new multidimensional perspective on marketing that considers process, physical evidence, people, and true moments of service delivery. It also explains that quality service is important for customer loyalty, increased sales, greater repetition of business, and other benefits for both customers and the company.

1. “ Service Marketing” Desales University Rodolfo Cremer www.marketingdeservicios.com

2. what do you expect?

4. Rodolfo J. Cremer, Phd (c) Director and professor of Strategic Marketing and Service Marketing at undergraduate & postgraduate school Universidad Peruana de Ciencias Aplicadas - UPC Doctorando (Phd) in Business Administration in Universidad Politécnica de Cataluña, Spain. MBA by the UQÀM (Université du Quebec à Montreal), Canada, and MBA by the Universidad San Ignacio de Loyola (Lima, Peru). In both MBA programs occupied the first place in his promotion. Actually, is the Director of the Working Adult Program at the UPC (Universidad Peruana de Ciancias Aplicadas) and Director of the Instituto de Marketing de Servicios (IMdS) for Peru, Spanish company leader in relational marketing and services strategies. He is also director of InnovAcción, company of the ACP group, leaders in microfinances in Latin American. Professor Cremer is lecturer of Strategic Marketing and Service Marketing at UPC Undergraduate and Graduate School, and has been lecturer in subjects as strategic planning and balanced scorecard, loyalty programs and service marketing strategies in other universities, master programs and postgraduate schools, as well as in open seminaries. He was also lecturer in the international event BALAS 2006 (Business Association of Latin American Studies) and in the XI Seminary and I International Congress of Marketing and Advertising in Bucaramanga, Colombia (2007). He is Business Administrator with more than 15 years of professional experience in multinational companies of consultancy, commercial and services, where it has held the positions of director, marketing manager and commercial manager. Its professional experience is concentrate in subjects as strategic planning and the construction of commercial and marketing plans, and developing loyalty programs (CRM). He has worked for companies such as Pepsico, Price Waterhouse Coopers, Yamaha Motor of Peru, Kawasaki, Suzuki of Peru, General Motors, Mibanco, Los Delfines-Summit Hotel & Casino, Banco Financiero, Atlantic City Casino. He has developed consultancy programs and in-house seminaries for Interbank, Nissan, LAN, Asosiación Peruano-Britpanico, Constructora Líder, Impulse Telecom, Belcorp, Telepónica, Prosegur, among others.

5. When we are in a learning process our mind should work as a parachute It’s better when is open. please do me… One favor

6. well “What is marketing?”

9. And what is…

13. “ Service is our main product” a store message during our travel between Bethlehem and Allentown

15. What happend ? [where is marketing] What is “Marketing”?

16. Marketing Es un proceso social y de gestión a través del cual los individuos y grupos obtienen lo que necesitan y desean , creando, ofreciendo e intercambiando productos , bienes y servicios de valor para otros . Según Philip Kotler Marketing (and it’s traditional definitions) It is a social & management process through what the individuals and groups obtain what they need and wish , creating, offering and interchanging products, goods and services of value for others.

17. Marketing Según Jerome McCarthy El marketing contribuye decisivamente a ofrecerle a los clientes bienes y servicios y, en términos más generales, a lograr su satisfacción . En una palabra la satisfacción del cliente es la medida en que una compañía atiende sus necesidades , deseos y expectativas . Marketing decisively contributes to offer to the clients goods and services , in more general terms, to obtain its satisfaction . In a word the customer satisfaction is the measurement in which a company takes care of its needs, desires and expectations. Marketing (and it’s traditional definitions)

18. La paradoja de la satisfacción Source: IMdS. www.marketingdeservicios.com (The paradox of satisfaction) Why marketing is not satisfaction ?

19. “ satisfaction is NOT loyalty” Completely Satisfy Very Satisfy Satisfy Very Unsatisfy Completely Unsatisfy 80% + 10% = 90% Churn factor = 75% It only renews with the same brand 15% La paradoja de la satisfacción In the automobile industry … Source: IMdS. www.marketingdeservicios.com 80% 10% 10%

21. El nacimiento del marketing Source: IMdS. www.marketingdeservicios.com The Birth Of Marketing

22. El nacimiento del marketing Source: IMdS. www.marketingdeservicios.com The Birth Of Marketing

23. So there was no other option … The services did not have more remedy than to adopt marketing as it had been conceived for products . Marketing Evolution … ( in spite of the evident differences between products and services ) Source: IMdS. www.marketingdeservicios.com

25. Source: IMdS. www.marketingdeservicios.com Marketing Evolution … Pure adoption I Born 4Ps Applicability III adaptation Traditional Marketing Internal Marketing Relational Marketing A freedom shout II Evolution 1977: “Breaking Free From Product Marketing” (Liberémonos del marketing de productos) G. Lynn Shostack , Vicepresidenta del CitiBank

27. so… It is necessary a different approach (tridimensional) The Aplicability Stage Source: IMdS. www.marketingdeservicios.com

28. Traditional Marketing Comunicate the promise Internal Marketing allow to give the promise (fulfills) Relational Marketing Delivery the promise and manages the relation company people New Tridimensional Marketing Perspective

29. Marketing Tradicional comunicación de la promesa Marketing Interno Permite que se entregue lo prometido (cumple) Marketing Relacional Entrega de lo prometido y gestiona la relación 4Ps Process Standards CRM People Empowerment Experiences Homogenous Sales Points: Tareas, herramientas, formación, guiones, prestaciones estandarizadas ,,, Emotional Conection: Habilidades, emociones, actitudes, vocación de servicio, “salirse del guión” ,,, Customer personal empresa “ true moments” New Tridimensional Marketing Perspective Product Price Place Promotion Process & Physical Evidence People & “ True momets”

30. Product - Service Physical Evidence [Perceptions] Place Process Price People Promotion Prestación–entrega [giving the benefit; the “true moment”] Nuevo Enfoque Adaptado Al S. XXI (marketing ampliado) Source: IMdS. www.marketingdeservicios.com

31. What is marketing? [So…]

32. Marketing Según G. Lynn Shostack Marketing is the area in charge to maintain the relation between the company and its customers ¿ components of a relation ? Source: IMdS. www.marketingdeservicios.com Marketing (and it’s XXI Century Definition)

33. What is inside Marketing? vinculo = relación ¿components of a relation? Satisfacción Confianza Respeto Comunicación Una relación: Ganar – Ganar Lealtad Fidelidad Pasión Amor + Conveniencia Perdón Conocimiento No son lo mismo Satisfaction Confidence Respect Communication A relation: win - win Loyalty Fidelity Passion Love + Convenience Pardon Knowledge

34. Question? ¿and now … What is a service?

35. What is a service? Servidumbre = servitude o servants “ water” (inodoro) = toilet

39. Question? And finally… ¿ what is quality?

40. Durante un viaje por la carretera me detuve en un poblado para comprar algo de comer. Al entrar en la pizzería vi un letrero que decía: “ Quality, Service and Good Price. Choose only two .” Selecciones del Reader’s Digest Pp 101, agosto 2007 Quality. Until where?

41. ¿ what is quality ?

42. ¿ what is quality ?

43. Principle What gets measured , gets done. ! Source: IMdS. www.marketingdeservicios.com

44. Destiny Is not a matter of chance ; it is a matter of choice .

45. The other option …

46. standards ¿ is possible to establish & measure in services? How can we establish standards in services? Source: IMdS. www.marketingdeservicios.com

47. To turn the customer expectations [and the promises of the company] in perceived attributes by the client, of obligatory fulfillment , with the purpose to guarantee that they are present during the service process (benefit). Standards in Services YES Source: IMdS. www.marketingdeservicios.com

48. qualities ¿ how can we measure human such as: the attention courtesy amiability service vocation ? But how? Source: IMdS. www.marketingdeservicios.com

49. It is perfectly possible if we admit, that a service quality measurement (or service standard) does not have to be necessarily quantitative . Jacques Horovitz (“La Qualite de Service”) J. Horovitz Principle Source: IMdS. www.marketingdeservicios.com

50. IMdS Principle: “ When in the company do not exist clear and concrete quality standards , we left into the hands of personnel the daily decision on what it must be the final quality that will have products and services in the organization .” Artículo: Los Estándares de Calidad en el Servicio, de IMdS Standards Source: IMdS. www.marketingdeservicios.com

51. IMdS corollary : “ ¡¡ Best wises (desire) and the good faith of our employees do not assure that their CRITERION agrees with the CUSTOMER EXPECTATIONS !!” Standards Source: IMdS. www.marketingdeservicios.com

52. C = P – E Q = B - E (2) Benefit (“prestación” in spanish) (Process + People + 4Ps) (1) Expectations The Quality Ecuation Source: IMdS. www.marketingdeservicios.com

53. RECUERDAN: C = P - E Remember … Customer comes stimulated by this promise But remembers and it remains with his experience (and tell it to the rest !!)

54. What a LADA sales people said to a customer: “ A LADA automobile will be for “ all your life ”…” What the sales people din´t said: “… because nobody it is going to buy it from you later ”. Example: The Quality Ecuation: C = P - E Source: IMdS. www.marketingdeservicios.com

55. In not enough to do things correct; We have to do correctly, the correct things”

56. The Expectations ¿ What are the Expectations and how are Form ?

57. How Expectations are Form ¿ What are the Expectations and how are Form ? Source: IMdS. www.marketingdeservicios.com Managing the sales process Other communications of the company The “Atmosphere Created” in the service point of contact Customer personal experience with the company Communication “mouth-to-mouth” Customer personal experience with other companies Marketing communications (of the company)

58. Some recomendations about Expectations Source: IMdS. www.marketingdeservicios.com Use the tangible elements and the atmosphere of the service encounter to indicate what clients can hope The “Atmosphere Created” in the service point of contact Take control of implicit messages Other communications of the company Keep your clients satisfied so they “speak well” Communication “mouth-to-mouth” watch constantly what competition does [and how it does]; focus & do widely benchmarking Customer personal experience with other companies Do not allow “valleys and peaks” in the services of the company: the clients wait always for the same level Customer personal experience with the company Do not “over-sell” the virtues of services; sooner or later you will have to give the moon Managing the sales process Does not make promises that cannot fulfill. Ideally “promises underneath” and then give more so you exceed fulfill Marketing communications

59. “ Is no longer enough to focus on customer satisfaction; we have to delight, and even to astonish him.” Artículo: La medición de la satisfacción del cliente (Juan Carlos Alcaide, director del IMdS) IMdS Principle (Instituto de Marketing de Servicios) Fuente: IMdS. www.marketingdeservicios.com

60. “ They are not the products, but the processes that create products , those that contribute to the long term success of the companies ”. Michael Hammer & James Champy Reengineering the Corporation: A Manifesto for Business Revolution The Process ¿More Important than the Product? Fuente: IMdS. www.marketingdeservicios.com

61. Is not only a matter of doing things correct We have to do correctly, the correct things Remember this?

62. “ If we rendered to the services in the street the same attention that we give to products in the factory, without a doubt would appear a great number of new opportunities ”. Theodore Levitt The Procees is more important than Product Fuente: IMdS. www.marketingdeservicios.com

63. Quality ¿is enought? Fuente: IMdS. www.marketingdeservicios.com

64. Quality Customer Connection Exceptional Operation + Source: IMdS. www.marketingdeservicios.com Quality effects 1980 – 1990 2000 – 200? Technical Quality Human Quality Human “excellence” +

67. “ Not everything you can count, counts; not everything you are counting, counts”. Albert Einstein Principle: Quality + Customer Connection= 10 IMdS Principle: Quality + Customer Connection Source: IMdS. www.marketingdeservicios.com

68. “ The essential is invisible to the eyes ”. Antoine de Saint-Exupéry en El Principito IMdS Principle: Quality + Customer Connection

69. Relations can not be installed… must be adopted . 1 to 1 Marketing 1-2-1 Principle

70. Keep In Mind : Customer Satisfaction versus Customer Success

71. [ something to have present … ] “The essential difference between emotion and reason is that …

72. [ Algo para tener presente … ] “The essential difference between emotion and reason is that … emotion leads to action while reason leads to conclusions .” Kevin Roberts [Lovemarks: the future beyond brands]

73. Thank you! Questions? [email_address]