The Service Product
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The Service Product

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The Service Product The Service Product Presentation Transcript

  • 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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    4
  • Customer Value Hierarchy
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    5
  • 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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    The Service Product
    6
  • Customer Value Hierarchy : Five Level
    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)
    11/3/2009
    The Service Product
    7
  • Customer Value Hierarchy : Five Level
    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.
    11/3/2009
    The Service Product
    8
  • 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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    9
  • 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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    10
  • 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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    11
  • 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
    Determinants Of Service Quality Conti…
  • Determinants Of Service Quality Conti…
    11/3/2009
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    15
    • 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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    16
  • 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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    17
  • 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
    11/3/2009
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    24
    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