1. Introduction 2. Agenda 3. Level 1: Service Loser 4. Level 2: Service Non-Entities 5. Level 3: Service Professionals 6. Level 4: Service Leaders 7. Assessment Tools for measuring service performance 8. Going from low performance to high performance 9. Climb the service leadership ladder 10. Hurdles in formulating and reorienting the strategies 11. Organization performance is directly related to customer satisfaction

1. Striving for Service Leadership
Submitted by:
Sagar Mahendra Vyas
MMS B Marketing
Roll No - 111
Submitted to:
Prof. Dreena D’Souza
Faculty for the Subject: Service Marketing
Aditya Institute of Management Studies and Research
Service Marketing

2. Agenda
Agenda
4 levels of services
organization
Levels of services
performance and
assessment
Moving from low
performance to
high performance
Hurdles in reorienting or
formulating a strategy

3. 4 Levels of Service Leadership
Level 1: Service Losers
• These are organizations can be said to have been offering the lowest quality
of services to their customer. Even the managerial perspectives are short-
sighted.
• Whether it is marketing, human resource, or operation, they are always on
a failing stint.
• Even if the performance of these organizations is very low, and the very
reason why such organizations survive and customers opt for them is that
customers find no possible or viable alternative
Some more factors which make these organization a level 1 organization are:
 They offer services just for the sake.
 No innovation. Even if these companies innovate, it is just because they are
feeling pressure to survive.
 The uncaring workforce is a negative constraint on performance.

4. 4 Levels of Service Leadership
Level 2: Service Non-Entities
• These organizations are typical organizations that use traditional
methodologies of operations
• They do not prefer to use new methods while they stick to what is
working. Similar to service losers, there is a lack of innovation.
• These organizations are neutral for their customers that is, not
loved and not hated.
• In other words, customers won't seek their services. However, they
won't even avoid them. This could be mainly because customers
find no possible or viable alternative.

5. 4 Levels of Service Leadership
Level 3: Service Professionals
• These organizations have a well-defined positioning strategy in
place.
• These organizations enjoy a good reputation that they have built
for years because of which targeted customers seek their service.
• These organizations strive towards fulfilling customer requirements
through sophisticated marketing communication and pricing.
• These are research-oriented organizations

6. 4 Levels of Service Leadership
Level 4: Service Leaders
• These organizations have outstanding services and the ability to
delight customers.
• They lead the industry through innovations as well as their
excellent internal communication and coordination between
different functions of the organization.
• These organizations usually have a flat organizational structure and
heavily rely on team efforts

7. M a r ke t i n g
F u n c t i o n
O p e r a t i o n s
F u n c t i o n
H R
F u n c t i o n
Assessment Tools for Measuring
Service Performance
• Role and nature
• Competitive
appeal
• Customer profile
• Quality of
service
• Role and nature
• Productivity
• Innovation in
production
• Quality of
Delivery
• Role and nature
• Efficiency of
frontline
management
• Quality of
workforce

8. 01
Improving the role and
nature of marketing
communication,
operations and human
resource
02 03
From Low Performance to High Performance
In order to better serve the customers and satisfy them an organization must take some crucial steps which
include:
Establish well defined
positional strategy
Using data and
technologies to
understand
customers in a better
way

9. Evolution
Employees
Modification
Turn-around
Change is the only constant and so is the
evolution. Top management should
focus to strive for innovations that are
required to satisfy the contemporary
needs of the customers.
Top management should
also focus on its internal
customers i.e. its
employees.
Even if an organization
requires to do modifications
in the top management, it
should not hesitate
In order to revive the organization top
management should focus on
deriving optimum strategies for the
benefits of the organization. An
organization can use the principle of
80 20 (Pareto principle). It should
focus its efforts where the results are
likely to be paid off
Ways to Climb the Ladder

10. Exist when organization is
constrained by limited funds.
Resource Hurdle
Sometimes it becomes difficult to
make people understand the cause
of the problem and its solution
Cognitive Hurdle
Sometimes employees are laid
back and are reluctant to go
through the change.
Motivational Hurdle
They take the forms of organized
resistance from powerful vested
interests seeking to protect their
positions.
Political Hurdle
C P
R M
Hurdles in Formulating and Reorienting the Strategies

11. Organization Performance ∝ Customer Satisfaction
• High customer satisfaction ratings are
widely believed to be the best indicator
of company’s future profit.
• By creating more value for the customer,
as measured by increase satisfaction the
firm creates more value for its owners.