Role of technology

1. Role of Technology in Service Marketing
Technologyisinfluencingthe practice of servicesmarketing.Ithasresultedintremendouspotential
for newservice offerings.Itisshapingthe fieldof serviceenablingbothcustomersandemployeesto
getand provide customizedservices.The technologyhasbeenthe basicforce behindthe service
innovation.Automatedvoicemail,interactive voice responsesystems,fax machines,ATMsetc.,are
possible onlybecause of newtechnology.
The role of technologyandphysical aidsinservice deliverysystemare summarizedbelow:
1. Easy Accessibilityof Services:
Internetbasedcompaniesfindthatinternetmakesofferof new servicespossible.The Wall Street
Journal offersaninteractive editionwhere customersorganize the newspaper’scontentaccording
to theirneeds.Internetbasedbillpayingservice ensuresconveniencetothe customerswhile
availingservices.The “connectedcar”will allow peopletoaccessall kindsof serviceswhileonthe
road. Cars are equippedwithmapandroutingsoftware whichdirectdriverstospecificlocations.
Accessingthe Webviacell phonesispossiblenowadays.Thus,technologyisavehicle fordelivering
existingservicesinmore useful ways.
2. Newwaysto deliverservice:
In additionto providingnewservice offerings,technologyhasintroducednew waysof delivering
service.Itisprovidingvehiclesfordeliveringexistingservicesinmore convenientways.Itistrue to
say that technologyfacilitatesbasiccustomerservice functionslikebillpaying,checkingaccounts
records,trackingorders,seekinginformation,etc.
The face of customerservice haschangedwiththe influx of technology.Before the developmentof
technologyeverycustomerservice wasprovidedface-to-face throughdirectpersonal interaction
betweenemployeesandcustomers.Nowadays,large organizationscentralisttheircustomerservice
functions.Itispossible byestablishingafew large call centresthatcouldbe locatedanywhere inthe
world.IBM’scustomerservice callsare typical example forconsolidatingcall centresbythe large
organizations.
Introductionof automatedvoice response systemhasimprovedthe customerservice in
telecommunications.FordMotorcompany’stechnologyallowscustomerstosettheirownservice
appointmentsandmonitorthe statusof theirvehiclesthroughonline.Also,agoodnumberof
websitesofferhealthrelatedinformation.
3. Close linkwithcustomers:
Financial service companiesachieve aclose linkwiththeircustomersbyemployingthe latest
technology.Computersare linkedintoclients’informationsystems.Companiesengagedingoods
distributioninstallorderterminals,inventorycontrol terminalsof otherequipmentattheir
customers’premises
4. . Higherlevel of service:
Technology enablesbothcustomersandemployeestobe more effective inreceivingandproviding
service respectively.Self-service technologiesenable customerstoserve accesstotheiraccounts,
checkbalances,applyfora loan,transfermoneyamongvariousaccounts.Computerinformation
systemallowsbanksandinsurance companiestofurnishdatatotheircustomerswithoutdelay.By
havingimmediateaccesstoinformationabouttheirservice offerings,the employeesare able to

2. serve theircustomerswell.Thisallows employeestocustomizetheirservicestofitthe customer’s
needs.Technologyprovidestremendoussupportinmakingthe employeesmore efficientin
deliveringservice.CustomerRelationshipManagementandsalessupportsoftware aidfrontline
employeesin providingbetterservice.
5. Global reachof service:
Infusionof technologyinservice offersenormousscope forreachingouttocustomersaroundthe
globe.The internetisjustone bigservice whichknowsnoboundaries.Information,customerservice
and transactionscan move acrosscountries.The service providercanreachany customerwhohas
access to the web.Technologyallowsemployeesof internationalcompaniestoshare information.
Technology-basedservice canbe extendedtothe customerslivingaroundthe globe.