Designing and managing services

1. Designing and Managing
Services
How can we achieve excellence in
Services Marketing?

2. Service Marketing
Key Objectives:
• Reward Customer Loyalty
• Increase Customer Satisfaction
• Increase Access & Awareness

3. Service Marketing
Rewarding Customer Loyalty
Increasing Customer Satisfaction
Improving Access & Awareness

4. Reward Customer Loyalty
• Reward Customer Loyalty by building an active database
and making them feel special
• Breaking customers into regular & special
• All :Email Greetings during Festivals, New Year , Clinic’s
Anniversary
• Regular : Email Birthday & Anniversary Wishes
• Special : Small pack of specially wrapped chocolates during
B’day
• Reward Customer Loyalty by improving services and
introducing new services/products
• This will be done by profiling customers and understanding
them better

5. Reward Customer Loyalty
• Reward Special customers by invites to specific events
• Every Last Saturday/Sunday booked for a small session in
improving awareness of dental health & advancement in
dental technology
• Mobilizing the patient community for a social cause and
encouraging their participation ‘Bring your maid or her
children for subsidized treatment’
• % of Fees Devoted to a Social Cause based on 2-3 causes
supported by clinic like CRY

6. Memorabilia Ideas
• Typical stuff like Mugs, Pads
• Book on Quotes, Calendar with Quote of the Month
• Special type of tooth brush

7. Service Marketing
Rewarding Customer Loyalty
Increasing Customer Satisfaction
Improving Access & Awareness

8. Increasing Customer
Satisfaction by Testimonials
• The Clinic doctor/executives should engage with guests,
get testimonials
• Get Testimonials & Put them up
• Sharing with him/her a reference or a testimonial from an old
satisfied customer is a great way of putting all his doubts to rest
• Testimonial Wall
• Small booklet on dental health along with the mandatory
personalized checkup by Dr. Dinesh

9. Improving Customer Satisfaction
by Improving People Capability
• Best Practice Highlights
• Customer Service Standards
• Standard Phrases
• Functional Standards
• Telephone Etiquette
• Standards Phrases
• Call handling
• Personal Grooming Standards
• Dress Code
• Personal Hygiene
• Creating Scripts
• Review Purpose
• Identify Situations
• Involve Staff
• Fine Tune
• Performer of the Month, Feedback of the Month

10. Improving Customer Satisfaction
by Measuring Customer Feedback
• How well do you know your customers?
• Feedback Programme
• Satisfaction with service
• Residential and income profile
• Kids & their names, Occupation
• Daughter named Erica
• What percentage of your business is new vs. repeat?
• instruct your serves to at least ask the very simple question,
Have you been here before?
• Have you recommended to someone?
• How often do existing customers return, visit patterns

11. Service Marketing
Rewarding Customer Loyalty
Increasing Customer Satisfaction
Improving Access & Awareness

12. Increasing Customer Awareness
by Theme Based Merchandizing
• To improve awareness of existing customers through
effective internal merchandizing (posters, flyers, tent-
cards) focusing on a specific theme every month
• Merchandizing should carry a specific campaign/theme
• Merchandising should be inviting and encourage interest.
• Posters - Should always highlight the campaign
• Flyers sharing information on the various services offered
i.e. will be placed at the counter of the Clinic for all
customers to pick up
• Small Engaging Quizzes & Riddles can be developed

13. Increase Customer Awareness
by Online Social Media
• Need to actively look at social media
• Need information which can be keyed by the data entry
person
• Information processed by us and updated on various social
forums by the data entry person
• Start an active blog on dental care
• Facebook page for the Clinic. Used as an updating and
enriching medium for existing/prospective customers
• Videos of machines and doctor presentation on Youtube,
with the patient’s permission

14. Increase Customer Awareness
by Online Marketing
• Using Search Engine Marketing focusing on all related
keywords for person looking at say ‘ Dental Clinic in
Saket,Delhi’
• Register details on information portals like
www.Justdial.com & Yellow pages
• Quickr
• Sulekha Classified
• Register Clinic on any medical organization website that
provides details/contacts related to specific medical
requirements
• Healthcheck.in
• Establish differentiation from competition by recreating
Clinic online and facilitating community development
• Quality of website is indeed an indicator of the level of service
they can expect
• Showcase Clinic.