2. Customer service
Marketing
Marketing to the end product
Marketing mix
Customer value
Marketing approach
Relationship marketing
3. 1. Apply service design, management and
marketing principles.
◦ Definition of services
◦ Implications for service development & delivery
◦ Standards & marketing of the service provision
◦ Classification of services
◦ Design of service components
◦ Service design tools
◦ Extended marketing mix
4. 2. Use relationship marketing concepts and
tools.
◦ Concepts of relationship marketing
◦ Relationship between profit & long-term
relationships
◦ Customer lifetime value to a business
◦ Six markets model
◦ Tools for relationship marketing (RM network
diagram)
◦ CRM and e-CRM
◦ Database marketing
5. 3. Examine and assess the importance of service
quality for customer satisfaction, loyalty and
repeat purchase.
◦ Definition & dimensions
◦ Importance of service quality for customer satisfaction
◦ Loyalty and repeat purchasing
◦ Managing expectations
◦ Ladder of loyalty
◦ Economics of customer loyalty
◦ Loyalty schemes
◦ Retention strategies
◦ Service recovery
◦ Role of operations, marketing & HRM
6. 4. Collect, analyse and interpret qualitative
and quantitative information on critical
incidents, customer expectations and
satisfaction.
◦ Techniques used for measuring customer
satisfaction
◦ Critical incident techniques
◦ Mystery shopping
◦ Importance/performance analysis
◦ Expectation & satisfaction methods
7. 5. Identify and assess the knowledge, skills,
attitudes, structures and supervision
needed to deliver effective customer care.
◦ Standards of customer care
◦ Plans, processes/procedures & training for
customer care
◦ Motivation & rewarding schemes
◦ Effective listening & communication skills
◦ Difficult customers & situations
◦ Managing complaints
◦ Service recovery
8. Week 11 exam – 30% of module
End of year assignment – 70% of module
◦ Small scale research project
◦ Writing service standards and planning
◦ Customer care training
9. “Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably”
(Chartered Institute of Marketing, 2001).
“the process of planning and executing the
conception, pricing, promotion and
distribution of ideas, goods and services to
create exchanges that satisfy individual and
organisational objectives” (American
Marketing Association, 1985).
10. Satisfying customers’
◦ Needs
◦ Wants
◦ Demands
Products
Services
At a profit!!
12. Promotion Price
The
Marketing
Mix
Product Place
13. Customer calculates products that offer best
value
Price Benefits
Value
Assume customers look for best product at
best price
14. Traditional marketing approach..
◦ Relationships were important in complex and
mature markets
Marketing activities shifted to emphasise
more on customer acquisition AND customer
retention
