Redefining Customer Experience v78 reynaldo nardo

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Designing and Managing
Services
Redefining Customer Experience
Reynaldo Nardo
Ateneo Graduate School of Business
Understanding Marketing Management
magnify

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1. Definition and characteristics of
Service
2. The new service realities
3. Excellence in Service Marketing
Questions and Objectives:
Marketing Services:

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1. Service definition & Service
characteristics
2. New Service realities Customer
empowerment, customer coproduction
and engaging employees as well as
customers
3. Achieving marketing excellence by
the best practices of Top service
companies
Outline:
Service Marketing…

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1. What is Service?
Definition of Service
• A service is any act of performance
that one party can offer another that
is essentially intangible and does not
result in the ownership of anything
• Its production may or may not be
tied to a Physical Product

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1. Intangibility
2. Inseparability
3. Variable
4. Perishable
1a. What are the characteristics of Service
Distinctive Characteristic of
Service!

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1. Intangibility
• Place
• People
• Equipment
• Communication material
• Symbols
• Price
#tangibilize the Intangible
1a. What are the characteristics of Service
Distinctive Characteristic of
Service!

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2. Inseparability
1a. What are the characteristics of Service
Distinctive Characteristic of
Service!

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3. Variable
• Invest in good hiring and training
procedures
• Standardize the Service performance
process throughout the organization
(CPG)
• Monitor customer satisfaction
1a. What are the characteristics of Service
Distinctive Characteristic of
Service!

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4. Perishable
1a. What are the characteristics of Service
Distinctive Characteristic of
Service!

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1. Customer Empowerment
2. Customer coproduction
3. Satisfying employees as well as customer
2. What are the new realities in the 21st Century marketing?
The New Service Realities

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1. External Marketing
2. Internal Marketing
3. Interactive Marketing
2. How to achieve Marketing Excellence?
Marketing excellence in
Service

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2. How to achieve Marketing Excellence?
Marketing excellence in
Service
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall

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1. Strategic concepts
2. History of top-management commitment
to quality
3. High Standards
4. Profit Tiers
5. Monitoring Systems
2. How to achieve Marketing Excellence?
Best Practices of Top Service
Companies

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• https://www.youtube.com/watch?v=i
91dDT_M0LM
What Steve Jobs Learned from
Ritz-Carlton
The Ritz-Carlton

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1. Definition and characteristic of
Service
2. The new service realities
3. Excellence in Service Marketing
Questions and Objectives:
Marketing Services:

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1. Service definition & Service
characteristics
2. New Service realities Customer
empowerment, customer coproduction
and engaging employees as well as
customers
3. Achieving marketing excellence by
the best practices of Top service
companies
Summary:
service marketing in the 21St
century

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Designing and Managing
Services
Redefining Customer Experience
Reynaldo Nardo
Ateneo Graduate School of Business
Understanding Marketing Management