1. TOP 10 Learning Concepts Ch 13 Designing and Managing Services JuanchoRoaPascual September 8, 2011 http://www.blogger.com/profile/00276604870570134445

2. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

3. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs Postsale service strategy http://www.blogger.com/profile/00276604870570134445

4. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

5. Concept 1:What is service? Act/Performance http://www.blogger.com/profile/00276604870570134445

6. Concept 1:What is service? Act/Performance From a party http://www.blogger.com/profile/00276604870570134445

7. Concept 1:What is service? Act/Performance From a party To another http://www.blogger.com/profile/00276604870570134445

8. Concept 1:What is service? Act/Performance From a party To another no ownership http://www.blogger.com/profile/00276604870570134445

9. Service example: Call Centers Offer HELP to customers giving them necessary INFORMATION http://www.blogger.com/profile/00276604870570134445

10. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

11. Concept 2:Service characteristics Intangibility http://www.blogger.com/profile/00276604870570134445

12. Concept 2:Service characteristics Intangibility Inseparability http://www.blogger.com/profile/00276604870570134445

13. Concept 2:Service characteristics Intangibility Inseparability Variability http://www.blogger.com/profile/00276604870570134445

14. Concept 2:Service characteristics Intangibility Inseparability Variability Perishability http://www.blogger.com/profile/00276604870570134445

15. Service characteristics example: -Sit and watch Cirque du Soleil in the Philippines (intangible) -They perform until finish then you leave (inseparable: produced and consumed) -Simply the best performers (variability) -The show will end at some point (perishability) http://www.blogger.com/profile/00276604870570134445

16. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

17. Concept 3:Customer empowerment Customers have selective wants http://www.blogger.com/profile/00276604870570134445

18. Concept 3:Customer empowerment Internet empowers To leave feedbacks/comments http://www.blogger.com/profile/00276604870570134445

19. Concept 3:Customer empowerment Must respond quickly to satisfy customers http://www.blogger.com/profile/00276604870570134445

20. Customer empowerment example: You get this on ebay when you give good service http://www.blogger.com/profile/00276604870570134445

21. Customer empowerment example: You get this when you don’t http://www.blogger.com/profile/00276604870570134445

22. Customer empowerment example: Therefore ebayers in the Philippines strive for 100% positive feedback and reach for the stars! http://www.blogger.com/profile/00276604870570134445

23. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

24. Concept 3:Holistic marketing for services External marketing (price, distribute, Promote) Internal marketing (train & motivate employees) http://www.blogger.com/profile/00276604870570134445

25. Holistic marketing for services example: Cebu pacific differentiates itself by having Games inside the plane. They also have tie ups with other Companies like Citibank http://www.blogger.com/profile/00276604870570134445

26. Customer empowerment example: Cebu Pacific has a training and development Center in Pasay motivations http://www.blogger.com/profile/00276604870570134445

27. Top 10 Concepts What is service? Service characteristics Customer empowerment Holistic marketing for services Customer expectations are important http://www.blogger.com/profile/00276604870570134445

28. Concept 5:Customer expectations are important Perceive service Versus Expected service http://www.blogger.com/profile/00276604870570134445

29. Concept 5:Customer expectations are important Improve on these: Reliability Empathy (dependable) (caring) Responsiveness Tangibles (prompt) (clean) Assurance (trustworthy) http://www.blogger.com/profile/00276604870570134445

30. Customer expectations are important example: Longest zipline in Asia found in Dahilayan Park, Bukidnon Everyone reads and hears about it and expects a lot! http://www.blogger.com/profile/00276604870570134445

31. Customer expectations are important example: When they get to the place, they will feel the nice cool weather, see trees and lots of people to guide them, first come-first serve basis and experience the zipline as expected  http://www.blogger.com/profile/00276604870570134445

32. Customer expectations are important example: Zorb, ATV, and other activities surprise people all the time! = delighted customer!!! http://www.blogger.com/profile/00276604870570134445

33. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445

34. Concept 6:Best service providers set high standards Aim for 100% Differentiate by designing better and faster delivery system. http://www.blogger.com/profile/00276604870570134445

35. Best service providers set high standardsexample: Air 21 is partnered here in the Philippines with the US embassy They must set high standards to serve 100% accuracy in delivering passports to their respective owners. http://www.blogger.com/profile/00276604870570134445

36. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445

37. Concept 7:Choosing brand elements Logos Symbols Characters slogans Brand awareness Brand image http://www.blogger.com/profile/00276604870570134445

38. Choosing brand elementsexample: Thomson Reuters Kinesis logo : dynamism of intelligent information that keeps evolving into different things into different people white : objectivity and perfect color backdrop Corporate font: Knowledge http://www.blogger.com/profile/00276604870570134445

39. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445

40. Concept 8:Devising branding strategy Brand Hierarchy and brand portfolio Positioning Targeting different market segments http://www.blogger.com/profile/00276604870570134445

41. Devising branding strategyexample: Cirque du soleil used traditional components and put onto nontraditional settings: Clowns muscle men contortionists Lavish costumes new age music spectacular stage design http://www.blogger.com/profile/00276604870570134445

42. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445

43. Concept 9:Dealing with customer needs Identifying and satisfying the needs Failure frequency(lesser is better) Downtime(fix quickly) Out-of-pocket costs(cheaper is better) http://www.blogger.com/profile/00276604870570134445

44. Dealing with customer needsexample: Mercedes Benz gives full support on other services even after a sale InteriorWheels, brakes Engine compartment Trunk Brake system http://www.blogger.com/profile/00276604870570134445

45. Top 10 Concepts Best service providers set high standards Choosing brand elements Devising branding strategy Dealing with customer needs The customer-service imperative http://www.blogger.com/profile/00276604870570134445

46. Concept 10:The customer-service imperative Adding service after a sale is important (service contracts) But profit is also important (Make money out of equipments/services) http://www.blogger.com/profile/00276604870570134445

47. The customer-service imperativeexample: Nokia : free repair on damages within one year the unit was bought. Beyond that, parts or repair fees shall be imposed. http://www.blogger.com/profile/00276604870570134445

48. TOP 10 Learning Concepts Ch 13 Designing and Managing Services JuanchoRoaPascual September 8, 2011 http://www.blogger.com/profile/00276604870570134445