The Service Product

THE SERVICE PRODUCT
Presented By:-
Patel Narvendu
Patel Jeky
Patel Ashish
Parmar Amit
Parakhiya Vasantkumar

Clichés
Customer is king
Customer is always right
Customers have a choice
Customers are the reason we are in business
People are at the heart of the customer experience
The way to your customer's heart is through your employees
Customer Service is the New, New Marketing
Good customer management is the core competency of a business, and underlies sustainable performance.

C- Critical to the existence and survival of the company
U- User / recipient of the products and/or service.
S- Sets the standard
T- Treated with dignity and respect
O- Our ally
M- Made of flesh and blood
E- Entitled to the best product/service we can deliver
R- Right to change his mind

The Basic Service Package
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Customer Value Hierarchy
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Customer Value Hierarchy : Five Level
Core Benefit
The fundamental level is the core benefit: the service or benefit the customer is really buying. In case of bathing soap the core benefit is cleansing action.
Basic Product
At the second level, the marketers must turn the core benefit into a basic product. For instance the cleansing action is provided to the customer by a bathing soap bar. Thus the basic product is soap bar.
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Expected Product
At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. In relation to soap the expected features usually are fragrance, freshness and gentle to the skin.
Augmented Product
At the fourth level, the marketer prepares an augmented product that exceeds customer expectations. It is at this level that consumers distinguish one brand from another. These additional features in the soap are flavors such as chocolate, peach milk soap,(lux) ¼ thcup moisturizer (dove), fairness soap, lime fresh (liril), deodorant soaps (cinthol), Indian essence soaps (santoor, breeze, nima)
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Potential Product
At the fifth level stands the potential product, which encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Offers such as combos, shampoo sachets free, dryness or face wash creams free with the soap purchased, gold coin offers, scratch cards presented with various schemes like Rs. 10 off on purchase of 3 soaps or 1 soap free on purchase of 3 etc. these are new ways to lure the customer.
Apart from these features the potential product is also the novel, upcoming features which are still under research. For instance (as told to us by one of the consumers we interviewed) that a hair removal soap would be something he would be looking forward to in the near future.
Apart from these features a consumer also wishes to find value for his money. Thus when choosing a soap, he looks for the one with maximum features thereby giving him value for his money.
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Services Quality
Timeliness
- waiting time, queuing time, processing time
Accuracy
- error free, reliability
Courtesy
- front line manners
- telephone etiquette
Completeness
- scope of services
- availability of support
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Services Quality Counti….
Set service standards that are:
CLEAR – precise in meaning
CONCISE – short and to the point
OBSERVABLE – can be seen or measured
REALISTIC – practical and attainable
IMPORTANCE OF SETTING QUALITY SERVICE STANDARDS:
Establish a target
Communicate expectations
Create a valuable management tool
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Services Quality Counti….
Availability
- no. of outlets, tellers, service station
Ambiance
- service atmosphere
- cleanliness
- spaciousness of lobby
Personalized Service
- flexibility
Convenience
- location
- accessibility
- parking
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Determinants Of Service Quality
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Reliability
Providing services as promised
Dependability in handling customers' service problems
Performing services right the first time
Providing services at the promised time
Keeping customers informed about when services will be performed

Empathy
Giving customers individual attention
Employees who deal with customers in a caring fashion
Having the customer's best interest at heart
Employees who understand the needs of their customers
Determinants Of Service Quality Conti…

Tangibles
Modern equipment
Visually appealing facilities
Employees who have a neat, professional appearance
Visually appealing materials associated with the service
Convenient business hours

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Assurance
Employees who instill confidence in customers
Making customers feel safe in their transactions
Employees who are consistently courteous
Employees who have the knowledge to answer customer questions

Total Quality Service Marketing
The Quality Statements:-
We use a variety of staff to monitor customer service on a regular and consistent basis
We know and can clearly state our customer groups
We listen to customers about our products and proactively seek to redress issues
We notice and congratulate our people and teams when they perform well
Senior management are fully and visibly engaged in customer activities
Our people enjoy the challenge of changes
Our organization and our people have aligned values
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The Quality Statements:-
8. Our customers find working with us easy and pleasurable
9. We know how our people feel about working here and always respond to make it better
10. We have teams and individuals who can respond quickly to changes circumstances, whatever they are
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House of Quality
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Gaps in Service Quality
Word -of-mouth
communications
Personal needs
Past experience
Customer
Expected service
GAP 5
Perceived service
External communications
to consumers
Service delivery (including
pre- and post-contacts)
GAP 3
GAP 1
GAP 4
Translation of perceptions into
service quality specifications
GAP 2
Provider
Management perceptions of
consumer expectations

Excellent Service – Define It
It's all about the customer perception of value
Integrate quality as a foundation for winning the customer's heart
Be GLAD – Greet, Listen, Advise and Deliver
Deliver on the brand promise
Go the extra mile
Have proactive service recovery procedures

Quote
Create Passionate Customers: Passion, loyalty and advocacy are driven most strongly by emotions rather than reason; and emotions are a strongly human phenomenon

How To achieve it
Invest in your people
Listen to your customers
Ask the right questions
Solicit feedback and act on it - in person, by mail, by survey, phone call, place cards
Guarantee quality
Deliver on the Promise
Go the extra mile, make it personal
Simplify, Communicate, Clarify and execute

Factors to Consider

Insight
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Customer Service is the New, New Marketing
Its all about empowering your customers so that they become an extension of your sales force and passionate advocates of your brand

Thank you for your proper response and support!
For further information contact:
+91-9427913540
vasant_parakhiya@yahoo.com
From : Parakhiya Vasantkumar
ssopcon@yahoo.com

The Service Product

by Vasantkumar Parakhiya

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