This document discusses key aspects of customer service and service quality. It defines customers using the acronym C-U-S-T-O-M-E-R and outlines five levels in a customer value hierarchy: core benefit, basic product, expected product, augmented product, and potential product. It also identifies determinants of service quality like reliability, empathy, tangibles, and assurance. The document provides strategies for achieving excellent service and becoming a customer-centric organization.

1. THE SERVICE PRODUCT Presented By:-Patel Narvendu

2. Patel Jeky

3. Patel Ashish

4. Parmar Amit

5. Parakhiya VasantkumarClichésCustomer is king

6. Customer is always right

7. Customers have a choice

8. Customers are the reason we are in business

9. People are at the heart of the customer experience

10. The way to your customer's heart is through your employees

11. Customer Service is the New, New Marketing

12. Good customer management is the core competency of a business, and underlies sustainable performance.C- Critical to the existence and survival of the companyU- User / recipient of the products and/or service.S- Sets the standardT- Treated with dignity and respectO- Our allyM- Made of flesh and bloodE- Entitled to the best product/service we can deliverR- Right to change his mind

13. The Basic Service Package11/3/2009The Service Product4

14. Customer Value Hierarchy11/3/2009The Service Product5

15. Customer Value Hierarchy : Five LevelCore Benefit The fundamental level is the core benefit: the service or benefit the customer is really buying. In case of bathing soap the core benefit is cleansing action.Basic Product At the second level, the marketers must turn the core benefit into a basic product. For instance the cleansing action is provided to the customer by a bathing soap bar. Thus the basic product is soap bar.11/3/2009The Service Product6

16. Customer Value Hierarchy : Five LevelExpected Product At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. In relation to soap the expected features usually are fragrance, freshness and gentle to the skin.Augmented Product At the fourth level, the marketer prepares an augmented product that exceeds customer expectations. It is at this level that consumers distinguish one brand from another. These additional features in the soap are flavors such as chocolate, peach milk soap,(lux) ¼ thcup moisturizer (dove), fairness soap, lime fresh (liril), deodorant soaps (cinthol), Indian essence soaps (santoor, breeze, nima)11/3/2009The Service Product7

17. Customer Value Hierarchy : Five LevelPotential Product At the fifth level stands the potential product, which encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Offers such as combos, shampoo sachets free, dryness or face wash creams free with the soap purchased, gold coin offers, scratch cards presented with various schemes like Rs. 10 off on purchase of 3 soaps or 1 soap free on purchase of 3 etc. these are new ways to lure the customer. Apart from these features the potential product is also the novel, upcoming features which are still under research. For instance (as told to us by one of the consumers we interviewed) that a hair removal soap would be something he would be looking forward to in the near future. Apart from these features a consumer also wishes to find value for his money. Thus when choosing a soap, he looks for the one with maximum features thereby giving him value for his money.11/3/2009The Service Product8

18. Services QualityTimeliness - waiting time, queuing time, processing timeAccuracy - error free, reliabilityCourtesy - front line manners - telephone etiquette Completeness - scope of services - availability of support11/3/2009The Service Product9

19. Services Quality Counti….Set service standards that are:CLEAR – precise in meaningCONCISE – short and to the pointOBSERVABLE – can be seen or measuredREALISTIC – practical and attainableIMPORTANCE OF SETTING QUALITY SERVICE STANDARDS:Establish a targetCommunicate expectationsCreate a valuable management tool11/3/2009The Service Product10

20. Services Quality Counti….Availability - no. of outlets, tellers, service stationAmbiance - service atmosphere - cleanliness - spaciousness of lobbyPersonalized Service - flexibilityConvenience - location - accessibility - parking11/3/2009The Service Product11

21. Determinants Of Service Quality11/3/2009The Service Product12Reliability

22. Providing services as promised

23. Dependability in handling customers' service problems

24. Performing services right the first time

25. Providing services at the promised time