This document discusses the critical role of service employees in delivering quality service. It makes three key points:
1. Service employees are the face of the organization and directly interact with customers, so developing a strong service culture where customer service is a priority is important. This involves training employees on service and rewarding good customer service.
2. Service employees play a boundary spanning role between the organization and customers and must be able to handle customer needs, conflicts, and provide quality service.
3. There are various strategies for delivering quality service through employees, such as hiring the right people, training and empowering employees, promoting teamwork, and providing support systems to allow employees to serve customers effectively.
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
Service marketing introduction, , classification and challengesPROF.JITENDRA PATEL
This Module contain basic of Service Marketing, its definition, major characteristics of Services, its various classification, contribution of service in economy and various challenges faced by service marketer.
Integrated service marketing communication with exampleRadhika Venkat
This presentation covers the integrated service marketing communication tools and as well as the role of communication tools for service industry.
It also covers the example relating the successful mix of communication for HOTEL MARISOL.
It defines the relations, promises and marketing efforts between the three key stakeholders in services marketing - companies, providers (employees), and customers. Internal marketing is done between company and providers, external marketing is performed between companies and customers, and interactive marketing takes place between customers and providers.Marketing service triangle plays a very important role in service industries.
Assessing service market potential - Classification of services – Expanded marketing mix – Service marketing – Environment and trends – Service market segmentation, targeting and positioning
Services Marketing
Chapter – 9
Pricing Of Services
Introduction
Pricing or Price is the key element in the traditional marketing mix (the 4Ps) and also the enhanced marketing mix (the 7 Ps). This is the element which earns revenue. This is highly critical because this is the strategy which can make or mar the business.
The firms must make it both ways –the price must
(1) get profits for the firm, and
(2) give value to its customers.
Names of Service Pricing
Pricing for goods is easy and straight forward, while for services it is complicated, may be controlled by several authorities, varies with time, place, people, etc.
For goods the price has a single name “PRICE”, but for services it has several names like :
Names of Service Prices
What Makes Service Pricing Different?
No Ownership of Services
Higher Ratio of Fixed Costs to Variable Costs
Variability of Both Inputs and Outputs.
Many Services Are Hard to Evaluate
Service marketing introduction, , classification and challengesPROF.JITENDRA PATEL
This Module contain basic of Service Marketing, its definition, major characteristics of Services, its various classification, contribution of service in economy and various challenges faced by service marketer.
In the service industry, definitions of service quality tend to focus on meeting customers needs and requirements and how well the service delivered meets their expectations
Each of the 5 Service Quality Dimensions makes an extra addition to the level and quality of service which the company offers their customers.
Steps to optimize productivity by Cultivating ValuesTentacle Cloud
Every communication with a customer is a chance to establish a positive affiliation, be it over the phone, over social media or otherwise. Call centers fulfill a very excited purpose. They are the midway between the customer and the company.
How to Improve the Quality of Customer Service Management.pdfAelum Consulting
It is crucial to provide excellent customer service as it tends to achieve success in any business. Customers expect high-quality service and are likely to remain loyal to brands that meet their needs and expectations. That’s why ServiceNow Customer Service Management (CSM) is the best platform to manage and monitor it without hassle.
Entry Level Study Notes
Complaints are an inherent part of customer service, and this is especially true of internal customer service environment.
No matter the level of vigilance, problems will arise, and when they do, they must be greeted with quick and effective decisions and actions to ensure that business can proceed.
Learning and applying conflict-handling skills to overcome a host of obstacles and provide excellent internal customer service is a must.
This presentation examines the reasons for staff turnover, identifies the costs to the business of this turnover and gives practical tips to maximize staff retention.
Digital economics- Project Presentation from Enginerring studentsBinod Sinha
This is one of the best presentation given by B Tech engineering economics students under the Guidance of Dr. Binod Sinha,Associate Professor and Expert Economics Faculty,RIT in March,2017 at Video Conference Hall
Basic Economics helps entrepreneurs in understanding micro and macro economic variables very well.Presentation is useful for start up/budding enterpreneurs.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
10 Video Ideas Any Business Can Make RIGHT NOW!
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Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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3. MEANING OF SERVICE CULTURE
A service culture involves training and rewarding an organization's
employees for creating a culture that puts customers first. In an
organization with a service culture, employees who interact with
customers prioritize the customers' needs, and other employees work
to improve customer service.
That is, employees must be trained as soon as they are hired in the
importance of customer service and accept that it is everyone's
responsibility. Organizations should communicate to employees
examples of people who carry out good customer service and reward
employees who deliver good customer service.
4. SERVICE CULTURE : A CULTURE WHERE APPRECIATION FOR GOOD
SERVICE EXISTS, AND WHERE GIVING GOOD SERVICE TO INTERNAL
AND EXTERNAL CUSTOMER IS CONSIDERED A NATURAL WAYS OF LIFE
AND ONE OF THE IMPORTANT NORMS BY EVERYONE,
Exhibiting Service Leadership
Developing Service Culture
Transporting a service culture---McDonald’s,Apple store steps of
service----Approach customers with a personalised warm
welcome,Probe politly to understand all the customer’s needs,Present
a solution to customer to take home today,Listen for and resolve any
issue or concern, End with fond farewell and invitation to return.
5. THE 7 SECRETS OF GOOGLE’S GREAT
SERVICE CULTURE.
Thorough Hiring Process For The Brightest And The Best
Making HR Into A Science
Casual, Democratic Atmosphere
Clear Mission And Values: Why You Do What You Do
Practicing Transparency And Open-Door Environment
Employee Recognition For Small And Big Contributions
Organizational Culture Boosted By Community Engagement Outside
Of Work
6. CRITICAL ROLES OF SERVICE
EMPLOYEES
They are service.
They are the organisation in customer’s eye.
They are brand.
They are marketers.
7. THE SERVICE TRIANGLE
A strategic framework to reinforce the importance of people in the
ability of firms to keep their promises and succeed in building
customer relationship.
11. THE EFFECT OF EMPLOYEES
BEHAVIOUR ON SERVICE QUALITY
DIMENSIONS
Reliability ----
Responsiveness---
Assurance ----
Empathy ---
Tangible—
Take an example of Bank branch
12. BOUNDARY SPANNERS
the frontline service employees that operate at the organization's
boundary; a link between the external customer and environment and
the internal operations of the organization.
- Must engage in emotional labor
- Must deal with many sources of potential conflict
13.
14. WHO ARE BOUNDARY SPANNERS ?
In industries like Fast food,Hotels,Telecommunications,retail
boundary spanners are generally the least skilled and lowest paid
employees in the organisation.
The are order takers,front desk employees,telephone operators, store
clerk ,delivery people and truck drivers.
But in other industries like boundary spanners are well paid highly
skilled.---Doctors,lawyers,accountant,consultants,architect and
teachers.
15. BOUNDARY SPANNING ROLE
Contents
Emotional Labor ---- the labor that goes beyond the physical or
mental skills needed to deliver quality service
Sources of conflicts (Person /role conflicts---- Conflict between what
employee is asked to do and own personality orientation and values,
organisation/clients conflicts -------- Conflict between following
rules vs. satisfying customer demands (employee attempting to
satisfy "two bosses"), Interclient Conflicts ------ When there are
incompatible expectations and requirements from two or more
customers
Quality and Productivity Tradeoff
17. Hire the right people:
Service employees need to work with
customers. Notwithstanding the circumstances
of the day and their personal moods, likings
and dis-likings, they must believe that
customer requirements are of utmost
importance and those have to be met to their
satisfaction. They must have experienced the
joy of serving others and take pleasure in doing
so.
18. a. Compete for talent: Our company can identify the best talent
available and compete with other companies to hire them.
Alternatively, we must assess a number of people for a particular
post in order to get the best talent available.
19. Hire for service competencies and inclination:
Prospective employees must have the requisite competencies as
indicated by the certificates of various courses that they have
undertaken. An in-company test can also be conducted to assess the
knowledge and skills required for a particular job position. Similarly,
an employee who is to be selected as a service provider must have an
inclination towards the service as discussed earlier. Employees with
high degree of helpfulness, thoughtfulness and sociability are more
preferable than others for delivering superior quality services.
20. Be a preferred employer:
Prospective candidates must look forward to joining our company and
working for the same.
It is well known, that, only satisfied and happy employees are in the
best position to satisfy and delight their customers.
Best pay in the industry, opportunity to own company stock, scope for
learning advanced skills, recognition, reward and feedback, scope for
career advancement and growth, a friendly, positive, caring and
supportive internal climate along-with long-term association intent can
go a long way for the company to be a recruiter of choice for
prospective employees.
Flexible working locations and hours, facilities to look after employees’
children, employee heath care and welfare (including rest rooms) are
also important to keep employees happy and worry-free so that they
can give their best to the customers of the company.
21. Develop people to deliver superior quality services: Once the
company has hired the right employees she must train and work with
them to develop them into skilled service professionals. The following
three strategies can help in this direction:
22. Train for technical and interactive skills:
Service personnel must be regularly trained for imparting, upgrading
and reinforcing appropriate knowledge, skills and attitude. Integrity, i.e.
honesty, truthfulness and commitment must be enforced and measured
as it is the single most important factor leading to the maintenance of a
climate of trust and helpfulness in the organisation, finally resulting in
company profitability. Interpersonal, leadership and team-working skills
are also to be imparted so that service personnel can effectively
communicate with customers to fulfil their needs and satisfy their
expectations
23. . Empower employees: This includes giving employees the desire, skills, tools, training
and authority to do whatever is takes to meet customer requirements, without giving away
things free of cost. Empowerment helps employees feel that they are in ownership of the
service processes and experience the joy of serving and satisfying their customers.
Empowered employees can recover services better whey something fails. They can afford
to work closely with customers and build a relationship with them. Such business
relationships can go a long way for the customers to patronize our service business. This
can prove profitable for our company as loyal customers are prone to repurchase our
services, advice others to do so, forgive quickly in the event of service failure, be prepared
to pay increased prices and ignore our competitors’ offerings.
c. Promote teamwork: This includes educating employees to understand how the service is
basically delivered by a team. Moreover, each employee must visualize how his role and
performance affects the extent to which customers are satisfied or delighted with their
service. Service personnel must also be imparted training on multiple skills so that they
can fulfill each others’ roles in the absence of colleagues, serve more efficiently and
effectively during peak hours, and earn flexi-time benefits during lean hours. Team-
working also helps release stress as difficult jobs can be shared among team-mates and
they can discuss and evolve better ways of delivering those services.
24. Provide needed support system: Employees can best serve their customers
when they are in-turn supported by internal systems and other colleagues in
their company. For instance, call centre employees can best answer
customer queries when they have customer data and other information ready
on their computer screens. The following strategies can help in this regard:
a. Measure internal service quality: Each employee receives services of
other employees in the company in order to execute service performance for
the ultimate customer. Service employees can identify which other
employees do they serve and how that service helps in the service delivered
to the external customer. Then they can measure the quality of service they
provide to internal customers. For instance, one employee may be providing
supplies to another employee who remains busy with customers. Much
valuable time can be lost with accompanying irritation if supplies do not
arrive in time and there are frequent stock-outs. By ensuring adequate
inventory, an internal employee who is seemingly playing a support role,
actually helps the front-line employee to deliver services smoothly and
promptly to external employees.
25. Provide supportive technology and equipment: Supportive
equipment can help employees deliver services that are more
responsive to customer needs. For instance, giving mobile phones to
employees can have multiple benefits, they can be contacted by the
company whey necessary and customers can contact them beyond
standard service hours. This gives customers 24 x 7 access to service
personnel which can be of much benefit to customers as well as the
company in saved overtime wages.
26. Develop service oriented internal processes: The service blueprint
must be updated regularly with feedback from customers and customer
contact service personnel in order to keep it customer oriented. At
times old processes may have become redundant or inefficient. Such
processes must be reengineered to eliminate non-value adding
activities while incorporating activities that can be efficient and effective
in delivering value to customers.
27. . Retain the best employees: Once a company hires, trains and
develops her employees, it is important to retain them as employee
turnover can hurt the company in more ways than one. Happy, trained
and loyal service personnel are able to serve customers more
effectively and efficiently, while bringing down costs and increasing
revenues and profits.
28. Here are some strategies that can be employed to retain the best
employees:
a.Include employees in the company’s vision: This includes involving
employees in formulating and/or driving the company’s vision. This
gives employees a sense of ownership of the company and they
endeavour to drive the company to greater heights instead of looking
for greener pastures for self aggrandisement.
b. Treat employees as customers: This includes supporting
employees through their work as well as non-work lives so that they
can work free of worries for the company and associate themselves
with the improvement and growth of the company.
29. c. Measure and reward strong service performance: Employees can be
rewarded based on the customer satisfaction scores. Customer can
be asked about the services they actually received from various
employees and the employees can be rewarded accordingly. Such
incentives can keep employees interested in working for the company
and her customers for mutual benefits.