Chapter 13 Designing and Managing Services: Top Ten Concepts

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Chapter 13 Designing and Managing Services: Top Ten Concepts

  1. 1. DESIGNING AND MANAGING SERVICES Luis Enrique Joson January 5, 2010 Top 10 Concepts
  2. 2. Outline: Services… <ul><li>What are these? </li></ul><ul><li>Are everywhere! </li></ul><ul><li>Have Different Mixes </li></ul><ul><li>Vary in many ways (how?) </li></ul><ul><li>Have 4 characteristics </li></ul>
  3. 3. Outline: Services… <ul><li>Need Holistic Marketing </li></ul><ul><li>Should meet and exceed </li></ul><ul><li>Involve best practices </li></ul><ul><li>Take care of the customer </li></ul><ul><li>Are brands too! </li></ul>
  4. 4. 1: What Are Services? <ul><li>Intangible </li></ul><ul><li>Does not result in the ownership of anything </li></ul>
  5. 5. 2: Services Are Present Everywhere SERVICES Government Manufacturing Retail Business
  6. 6. 3: Have Different Categories of Service Mix <ul><li>Know what your customer needs </li></ul><ul><li>Customer-service channels </li></ul>
  7. 7. 4: Services Vary In Many Ways <ul><li>Equipment-based vs People-based </li></ul><ul><li>Processes </li></ul>VS
  8. 8. 4: Services Vary In Many Ways <ul><li>Personal need vs Business need </li></ul><ul><li>Objectives and ownership </li></ul><ul><li>Evaluation </li></ul>Experience Credence Search
  9. 9. 5: What Makes Services Distinct? <ul><li>Intangibility </li></ul><ul><ul><li>How to market? Manage the evidence! </li></ul></ul><ul><li>Inseparability </li></ul><ul><ul><li>Interact, work with large groups </li></ul></ul>
  10. 10. 5: What Makes Services Distinct? <ul><li>Variability </li></ul><ul><ul><li>How to market? Lower risk perception! </li></ul></ul><ul><li>Perishability </li></ul><ul><ul><li>RIGHT – services, customers, places, times, prices </li></ul></ul>
  11. 11. 6: The Need For A Holistic Marketing Internal Marketing Interactive Marketing External Marketing
  12. 12. 7: Managing Service Quality <ul><li>Customer Management Expectation Perception </li></ul><ul><li>Management Service-Quality </li></ul><ul><li>Perception Specification </li></ul><ul><li>Service-Quality Service Delivery </li></ul><ul><li>Specification </li></ul><ul><li>Service Delivery External Communications </li></ul>
  13. 13. 7: Managing Service Quality <ul><li>Perceived Expected </li></ul><ul><li>SERVICE SERVICE </li></ul><ul><li>Aim not only to meet but to exceed! </li></ul>
  14. 14. 8: Apply the Best Practices <ul><li>Be “customer obsessed” </li></ul><ul><li>Committed management </li></ul><ul><li>High Standards </li></ul><ul><ul><li>Monitoring Systems </li></ul></ul>
  15. 15. 8: Apply the Best Practices <ul><li>Customer-convenience </li></ul><ul><li>Satisfy Customer Complaints </li></ul>
  16. 16. 9: Take Care Of The Customer Employee Satisfaction Customer Loyalty EXCELLENT SERVICE
  17. 17. 10: Marketing Is Important For Service Brands <ul><li>Differentiate </li></ul><ul><li>Identify your target </li></ul><ul><li>Service brands are intangible </li></ul><ul><li>BRAND RECALL </li></ul><ul><li> BRAND PERSONALITY </li></ul>
  18. 18. Summary: Services… <ul><li>Are Intangible </li></ul><ul><li>Are Everywhere </li></ul><ul><li>Have Different Mixes </li></ul><ul><li>Vary </li></ul><ul><li>Are Distinct </li></ul>
  19. 19. Summary: Services… <ul><li>Need Holistic Marketing </li></ul><ul><li>Should be coherent </li></ul><ul><li>Must use the best </li></ul><ul><li>Take care of everyone </li></ul><ul><li>Are brands </li></ul>
  20. 20. My Conclusion: Designing and Managing Services <ul><li>Adapt, innovate, and be specific </li></ul><ul><li>to expand and reach the targets </li></ul><ul><li>CUSTOMER = COMPANY = SERVICE </li></ul>
  21. 21. DESIGNING AND MANAGING SERVICES Luis Enrique Joson January 5, 2010 Top 10 Concepts

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