This presentation is based on the chapter "Designing and Managing Services" from the book "Marketing Management: A South Asian Perspective"

1. Howdowe
achieveexcellence
inservicesmarketing?

2. Service
Marketing

3. Company
CustomersEmployees
Interactive Marketing

4. Internal Marketing motivates the
employees to serve customers well

5. EXTERNALEXTERNAL

6. Interactive
Marketing
Good employees make
customers happy

7. Routes to
excellence

8. 1

9. Top-management commitment 2
“I solemnly swear and declare that every customer that comes
within 10 feet of me, I will smile, look them in eye, and greet them,
so help me Sam”
-Employee pledge of Walmart

10. Appropriately high standards 3

11. Manage the profit tiers 4
Pamper the big spenders to retain their patronage
Minimize the spending of low tier customersMinimize the spending of low tier customers
Maximize customer satisfaction and company
profitability

12. Monitoring systems 5
Voice of Customer measurements
Comparison shopping
Mystery shoppingMystery shopping
Importance Performance Analysis
Surveys
Complaint forms
Audit

13. Importance Performance Analysis
High
priority
Keep up!
Fairperformance
Excellentperformance
Extremely important
Low
priority
Overkill
Fairperformance
Excellentperformance
Slightly important

14. Satisfying customer complaints 6
Encourage customers
to complain
Adopt prompt remedial measures
COMPANY

15. Service differentiation 7
To prevent being
commoditized

16. HOWHOW

17. Incorporate secondary services

18. Innovate in existing services
Both are online hotel booking websites
Paid only when customer
makes a reservation using
Expedia
Paid on a per-click basis
Kayak’s proposition: Better search engine, more flexibility

19. Innovate in new
services
Private
aviation at
fractional
ownership

20. Presentation by
Divyasree P K
IIT Madras