Servmarkchpter7
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Physical evidence plays a strategic role in services marketing by packaging the service, facilitating the service process, socializing employees and customers, and providing a means for differentiation. The development of servicescapes uses physical evidence to design the service environment through ambient conditions, space and function layout, and signs, symbols and artifacts. The stimulus-organism-response model shows how physical stimuli influence customer responses through their perceptions and internal reactions. Firms must consider sight, sound, scent, touch, and taste appeals when designing their service atmosphere and physical evidence to meet the needs of high versus low customer contact businesses.
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Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Understanding User Needs and Satisfying Them
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We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
• Illustrate how customer journey maps capture activity-level and task-level goals
• Demonstrate the best approach to selection and prioritization of user-goals to address
• Highlight the crucial benchmarks, observable changes, in ensuring fulfillment of customer needs
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Servmarkchpter7
- 1. SERVICES MARKETING CHAPTER 7 MANAGING THE FIRM’S PHYSICAL EVIDENCE
- 2. OUTCOME Understand role of physical external The development of servicescape
- 3. TYPES OF PHYSICAL EVIDENCE Facility exterior Ex: exterior design, signage, parking, landscaping & surrounding environment Facility interior Interior design, equipment, signage & layout Tangibles Business cards, stationery, billing statements, reports, employee appearance, uniforms
- 4. STRATEGIC ROLE OF PHYSICAL EVIDENCE 1. Packaging 2. Facilitating the service process 3. Socializing employees & customers 4. A means for differentiation
- 5. THE STIMULUS-ORGANISM- RESPONSE 1. A set of stimuli (physical evidence) 2. An organism (recipient of the stimuli: customers) 3. A set of responses or outcomes
- 6. THE DEVELOPMENT OF SERVICESCAPES The use of physical evidence to design the service environment Includes: 1. Ambient conditions 2. Space/function 3. Signs , symbols & artifacts
- 7. AMBIENT CONDITIONS Distinctive atmosphere of the service setting Ex: lighting, air quality, noise & music
- 8. SPACE/FUNCTION The layout of the facility Ex: equipment, furniture
- 9. SIGNS, SYMBOLS & ARTIFACTS Environmental physical evidence including signage, personalized artifacts style of decor
- 10. SERVICESCAPES PORTION (REALIZATION) Holistic environment (perception) Internal response moderators (SAR components) Internal response to environment includes: cognitive, emotional response, physiological Behavioral responses to environment Individual and/or social interactions
- 11. SPECIFIC TACTICS FOR CREATING SERVICE ATMOSPHERE Sight appeals Sound appeals Scent appeals Touch appeals Taste appeals (free samples)
- 12. DESIGN CONSIDERATIONS: HIGH VS. LOW CUSTOMER CONTACT SERVICE FIRMS 1. Facility location 2. Facility layout 3. Product design 4. Process design
- 13. CONCLUSION Physical evidence is key Packaging “replacement” for services Point-of-perception, where customer forms a mental image of services marketing
- 14. THANK YOU Q&A