Principles of Marketing

1. Customer
Service Strategy

2. Steps in Identifying A Service Strategy
Determine the most important service
attributes for meeting and exceeding
customer’s expectations.
Determine the most important service
attributes on which competitors are
most vulnerable.

3. Steps in Identifying A Service Strategy
Determine existing and potential service
capabilities of our company
Develop a service strategy that addresses
important, enduring customer needs, exploits
competitor vulnerabilities, and fits our
company’s capabilities and potential.

4. Four Core Elements of Service Strategy
1.Service Reliability
2.Service Surprise
3.Service Recovery
4.Service Fairness

5. Service Reliability
Reliability refers to accurate and dependable service; it
refers to keeping the service promise.
Service Surprise
Surprise means finding ways to make the customer say
“wow, these folks are good”; it comes from unexpected
extra

6. Service Recovery
Recovery involves regaining the customers’ confidence if the
service is deficient; it means standing behind the service
Service Fairness
Fairness requires a level playing field for company and customer;
business is conducted in an ethical arena.

7. Service
Reliability
SERVICE RELIABILITY IS
ATTITUDE
COMPANIES THAT
CONTINOUSLY NURTURE
THE VALUES OF ACCURACY
AND DEPENDABILITY
PREVENT MANY ERRORS
CAUSED BY CARELESSNESS

8. SERVICE RELIABILITY
SERVICE REALIBILITY IS DESIGN
• Dependability and accuracy can be designed into service system.
• Not all service mistakes stem from carelessness. Frequently, the
real culprit is a needlessly complicated and failure-prone service
system. The flaw is in the design

9. Service
Surprise
SURPRISING CUSTOMERS WITH
DETAILS
GREAT SERVICE COMPANIES
“MAJOR IN MINORS”. THEY USE
DETAILS TO BE DIFFERENT AND
TO SIGNAL CUSTOMERS THAT
THE COMPANY IS SPECIAL

10. Service Surprise
SURPRISING CUSTOMER
WITH DETAILS
THE “WOW” IS THE TOTAL
SERVICE EXPERIENCES. IT IS
101 LITTLE THINGS DONE
WITH THE CUSTOMERS’
INTEREST UPPERMOST IN
MIND.

11. Service Surprise
SURPRISING CUSTOMERS WITH
EXTRA EFFORTS
COMPANIES EARN EXTRA CREDIT
WITH CUSTOMERS THROUGH
EXTRA EFFORT. CUSTOMER
REMEMBER WHEN SERVICE
PROVIDERS GO OUT THEIR WAY
TO HELP THEM, WHEN THEY
REFUSE TO GIVE UP UNTIL A
PERSISTENT PROBLEM IS SOLVED.

12. Service Recovery
CRITICAL IMPORTANCE OF
EFFECTIVE RECOVERY SERVICE
RESEARCH FINDINGS REVEALS
THAT CUSTOMERS IN GENERAL
ARE FAR MORE FORGIVING OF A
SERVICE FAILURE WHEN THE
COMPANY MAKES A SINCERE,
CONCERTED EFFORT TO REMEDY
THE PROBLEM

13. Service Recovery
CRITICAL IMPORTANCE OF EFFECTIVE
RECOVERY SERVICE
SATISFACTORY RECOVERY SERVICE
SHARPLY INCREASES CUSTOMERS’
WILLINGNESS TO RECOMMEND THE FIRM
AND SIGNIFICANTLY IMPROVES THEIR
PERCEPTIONS OF OVERALL SERVICE
QUALITY

14. Service Recovery
ESSENTIAL STEPS IN RECOVERY
SERVICE
• TEACH THE IMPORTANCE OF
RECOVERY SERVICE
• IDENTIFY SERVICE PROBLEMS
• RESOLVE PROBLEMS
EFFECTIVELY
• IMPROVE THE SERVICE SYSTEM

15. Service Fairness
CUSTOMERS EXPECT
SERVICE COMPANIES TO
TREAT THEM FAIRLY; THEY
BECOME ANGRY AND
MISTRUSTFUL WHEN THEY
PERCEIVE OTHERWISE

16. Service
Fairness
FAIRNESS IS NOT A
SEPARATE DIMENSION OF
SERVICE BUT, RATHER,
TOUCHES ALL CUSTOMER
EXPECTATIONS

17. Service Fairness
CUSTOMERS EXPECT COMPANIES TO
KEEP THEIR PROMISE (RELIABILITY). TO
OFFER CLEAN, COMFORTABLE
FACILITIES (TANGIBLES), TO GIVE
PROMPT SERVICE ( RESPONSIVENESS),
TO BE COMPETENT AND COURTEOUS
(ASSURANCE), AND TO EXTEND
CARING, INDIVIDUALIZED ATTENTION
(EMPATHY).