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Service marketing

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Transcript

  • 1. Service marketing triangle and Moment of Truth Presented to: Prof. Priyadarshan Patil
  • 2. Service marketers face marketing challenges which revolved around issues such as: •Understanding customers needs and expectation of service •Making service tangible to customers and •Keeping and dealing with promises made to the customer
  • 3. Company (Management) Internal Marketing External Marketing “enabling the promise” Employees “setting the promise” Interactive Marketing “delivering the promise” Customers
  • 4. Company (Management) Internal Marketing “enabling the promise” Employees External Marketing Technology Interactive Marketing “delivering the promise” “setting the promise” Customers
  • 5. Moment of truth An instance where customer and organization comes into contact with one another in a manner that gives the customer an opportunity to either form or change impression about the firm.
  • 6. Managing Moment of truth  Care and concern  Spontaneity  Recovery
  • 7. How to Handle Moment of Truth 1. 2. 3. 4. 5. Performance at every contact point is assessed against the consumers’ criteria. Staff who “own the problem” and regard it as their personal responsibility to see that consumers or customers are satisfied. They have clearly defined and well understood crisis management procedures so that staff know how to handle problems in such a way that the problem is taken from the consumer and replaced with a solution. Authority levels facilitate spontaneity and recovery. The management style and methods of control encourage staff to use their initiative to serve the company well.
  • 8. Categories of Moment of Truth  Moment of Mediocrity  Moment of Magic  Moment of Misery
  • 9. Moment of Mediocrity  A Moment of Mediocrity is what most often occurs in business to customer interactions and this is where the customer’s expectations were met – and those may even be low expectations.  Example:
  • 10. Moment of Magic  A moment of magic is an interaction between company and the customer that exceeds his/her expectation and leaves him/her with a good feeling.  Example.
  • 11. Shep’s 10 strategies that will create Moments of Magic:           Manage the first impression- make it positive Be knowledgeable on your service/product Build rapport when dealing with your customers Enthusiasm- show your “joy” for what you do! Communication- be clear and ask questions to qualify what they really want and when. Mistakes will happen so your goal is to resolve and restore confidence Quality in every turn- provide great service or a great product UPOD- under promise and over deliver Consistency – maintain consistency in delivery of service Show appreciation- thank you’s!!
  • 12. Moment of Misery  When moment of truth for a customer has been a negative experience, it becomes moment of misery.
  • 13. When does Moment of Misery occurs? When Customer expect this…..
  • 14. Conclusion  Moment Of Truth - Beneficial or hazardous to organization.  Positive or negative viral marketing.
  • 15. Thank You

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