Chapter 13 Designing and Managing Services


1. Services Distinguished

        Equipment or people based

        Choic...
 Services are often crucial ( cars , computers, cellphone)

       Equal parts of goods and services ( food and preparat...
•   Employees who are consistently courteous

     Empathy
          • Giving Customer individual attention
          • E...
Boston based Paul English, got so fed up with Gethuman – automated voice response
system, turned to gethuman.com.
Customer...
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Overview of the Top Ten Concepts
Designing and Managing Services

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D:\Agsb Subjects\Markma\10 Concepts

  1. 1. Chapter 13 Designing and Managing Services 1. Services Distinguished  Equipment or people based  Choices of process to deliver  Client’s presence  Personal or business need  Objective ( profit or non – profit) and ownership ( private or public) 2. Evaluating Service  Search Qualities – characteristic the buyer can evaluate before the purchase  Experience Qualities - characteristic the buyer can evaluate after the purchase  Credence Qualities - characteristic the buyer finds hard to evaluate even after the purchase 3. Distinctive characteristics that adds value to the product.  Intangibility – manage the evidence and tangibilize the intangible Thru place, people, equipment, communication materials, symbols and price.  Inseparability – produced and consumed simultaneously  Variability – Invest in good hiring and training procedures • Standardize the service – performance process throughout the organization. • Monitor customer satisfaction  Perishability – services cannot be stored, the right services must be available at the right customer. Example – charging demurrage to customers failure to comply with the requirements. 4. Categories of Service Mix  No services accompany the product
  2. 2.  Services are often crucial ( cars , computers, cellphone)  Equal parts of goods and services ( food and preparation)  Major services with additional supporting goods and services  Consists primarily of services. 5. Analysis, Formulation and Implementation of Strategies  Brand Strategies - logo’s, symbols, characters and slogans  Identifying and satisfying customers need Post Sale Strategy 6. Hollistic Marketing for Services  Internal Marketing – is a means of en culturating practice development, and a commitment to customer service, within an organization and in the context of the organization’s identity.  External marketing - It is the forces outside of an organization that control a market.  Inter Active Marketing – the employees skill in serving the market. 7. Determinants of Service Quality  Reliability • Providing service as promised • Providing services at the promised time • Maintaining error-free records • Employees should have the knowledge to answer the customers questions  Responsiveness • Keeping customers informed as to when services will be performed • Prompt service to customers • Willingness to help customers • Readiness to respond to customer’s request  Assurance • Employees who instill confidence in customers • Making customer feel safe in their transactions
  3. 3. • Employees who are consistently courteous  Empathy • Giving Customer individual attention • Employees who deal with customers in caring fashion • Having the customer’s best interests at heart • Employees who understand the needs of the customers • Convenient business hours  Tangibles • Modern Equipment • Visually appealing facilities • Employees who have a neat, professional appearance • Visually appealing materials associated with the service 8. Managing Service • Customer Satisfaction • Achievement of Goals 9. Best Practices of Service-Quality Management  Strategic Concept – developing strategies to meet customers need  Top management commitment – look not only on the financial performance but also on service performance  High Standards – Reliability - on time delivery , resilience – handling product recalls, answering inquiries, innovativeness – marketing insight Chelsea – small , big, oil MGO ADO  Self Service Technologies- ATM’s, vending machine, self puming at gas station etc 10. Customer Interface System  Physical Presence and Appearance  Cognition – be able to recognize pattern, draw conclusions and communicate articulately  Emotion or Attitude – be respectful and attentive  Connectedness – remain well connected to other sources important to customers experience
  4. 4. Boston based Paul English, got so fed up with Gethuman – automated voice response system, turned to gethuman.com. Customers should always press zero to get into a human. In this graph, you'll notice that you are participating actively across all channels. You have your bases covered and a full circle of protection surrounding your business. To save money, you participate to a lesser degree in each channel, but you do not ignore critical channels. As your business increases or decreases, you can adjust your engagement across all channels accordingly. If you're not getting the results you want from your current marketing effort, give the holistic approach a try. Determine a sustainable budget for your business. Do some research on the most effective channels for your business (many of the most effective channels are outlined in detail on our blog). Once you have determined the most effective channels, divide your budget by those channels and see if there is enough to sustain your presence in that channel. Keep playing with the numbers until you can make a strong but sustainable effort in several of the most effective channels. Don't be afraid to spend some of your budget on exploration. Marketing is all about testing to see what works for your business. Trial and error is a big part of this process. It can be scary to "waste" money when you don't know for sure what is going to work best. But the alternative of never finding out what works at all is much worse. In this graph, you'll notice that you are participating actively across all channels. You have your bases covered and a full circle of protection surrounding your business. To save money, you participate to a lesser degree in each channel, but you do not ignore critical channels. As your business increases or decreases, you can adjust your engagement across all channels accordingly. This graph illustrates the ideal marketing scenario. You have determined which channels are most effective for your business and you are fully engaged in each channel. For example, you've got a well optimized website up, you are advertising your business on Google and are actively getting online reviews from your clients. You have claimed your Yelp profile and your Google Maps profile. You're blogging and even have a Facebook fan page. I'm Michelle Libuit and I am an external reporting professional. I ensure that every filing is complete, accurate and filed timely with the Securities and Exchange Commission,Bureau of Internal Revenue, Board of Investments and Martime Industry Authority. I've had the invaluable experience of working with private equity and on an I.P.O. with Php800M capitalization. I am focused, able to offer differing opinions, knowledgeable about operational accounting policies and practices. I am always available to assist in any capacity I can.

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