Created by Anngad Singh, Delhi Technological University, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com

1. How can we achieve excellence in services
marketing?
DESIGNING &
MANAGING SERVICES

2. Marketing Excellence
Marketing excellence with services requires
excellence in 3 broad areas:
1) External Marketing: Normal preparing,
pricing, distributing and promoting service to customers.
2) Internal Marketing: Training and motivating
employees to serve customers well.
3) Interactive Marketing: It describes the
employees’ skill in serving the client.

3. Best Practices of Top
Service Companies

4. Strategic Concept
Top service companies
are ‘customer obsessed’.
They have a clear sense
of their target customers
and have developed a
distinctive strategy for
satisfying these needs.

5. In successful
companies, top
management
has a thorough
commitment to
maintaining and
improving
service quality.
Top-Management
Commitment

6. High
Standards
The best service providers set
high quality standards.
!
Citibank aims at answering calls within 10
seconds and customer letters within 2 days.

7. Profit Tiers
Firms have decided
to raise fee and
lower services for
those customers
who barely pay
their way, and try
to retain big
spenders as much
as possible.
Customers in high-
profit tiers get
special discounts,
promotional offers
and special service.

8. Monitoring
Systems
Top firms audit service performance, both
their own and their competitors’. They collect
Voice of the Customer measurements
to probe customer satisfiers and dissatisfiers.

9. Created by Anngad Singh,
Delhi Technological University,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com