This document discusses the importance of focusing on customers in business. It emphasizes that companies should think like their customers in order to better meet customer needs and provide a high-quality customer experience. Companies rely heavily on employees to deliver services, so they must find ways to effectively manage employees to ensure consistent, high-quality service across interactions. Thinking like the customer and prioritizing the customer experience is key to gaining a competitive advantage in the service industry.

1. “THINK LIKE A CUSTOMER”
-PAUL GILLIN

2. Prepared by
Ponmuthu S
MBA “A”
Vels university
PEOPLE IN SERVICE MARKETING

3. SERVICE MARKETING
• Activity or benefit
that one party can offer
to 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

4. EXTENDED SERVICE MIX
• Product
• Pricing
• Place
• Promotion
Booms and Bitner suggested
• People
• Process
• Physical Evidence

5. PEOPLE
• People refer to all people directly or indirectly
involved in the production and consumption
of a service,
• example employees or other consumers

6. PEOPLE cont..,
• Services tend to be produced and consumed
at the same moment, and aspects of the
customer experience are altered to meet the
individual needs of the person consuming it
• Service firms depend heavily on the ability of
employees to deliver the service
• People are the transactional interface
between the company and its customers
• people deliver the service and they collect
money

7. PEOPLE cont..,
• People in
Training,
Personal Selling,
Customer Service

8. EMPLOYEE CONTRIBUTION
• Employees contribute to service quality by
creating a favourable image for the firm, and
by providing better service than the
competitions.
Hair Stylists
 personal trainers
nurses
counsellors and
call centre personnel

9. SERVICE DIFFERS..,
• Service firms must find ways in which they can
effectively manage the employees to ensure that
their attitudes and behaviours are conducive to
the delivery of service quality
• This is especially important in services because
employees tend to be variable in their
performance, which can lead to variable quality
• i.e. heterogeneity in the performance of services

10. SERVICE DIFFERS cont..,
• The quality of a service can vary from service
providers and customers among many other
factors
 A visit to a hospital
 At the restaurant,
Accountancy and
consulting services

11. DELIVERY OF SERVICE
• Delivery of services occurs
during interaction between
employees and customers
• Attitudes and behaviours
of the service providers can
significantly affect customers'
perceptions of the service

12. CONCLUSION
• People directly or indirectly involved in the
production and consumption of a service
• It involves the simultaneous production and
consumption of services
• Competitive advantage
• The quality of a service can vary from service
providers and customers among many other
factors
• Significantly affect customers' perceptions of the
service

13. THANK YOU