The document discusses key aspects of designing and managing services. It notes that customers now have more power and demand unbundled, customizable services accessed through the internet and social media. It recommends improving service quality by following customer needs, improving service design, and enabling quick recovery from issues. It also suggests redesigning processes to simplify encounters and incorporate technology to aid employees and customers. Satisfying both customers and employees is emphasized as key to quality service.

1. Designing and
managing services
Based on the book, marketing management by Kotler et. Al.

2. What are the new service
realities ?
Sia, Setting standards
aviation industry globa

3. Customer empowerment
• Customer more empowered now than
ever before!
• Demands access to unbundled
services
• Uses the internet and social
media as its voice
• Eg: united breaks guitars
• Improve quality by following the
basic principles
• Improve service design
• Listen to the customer’s needs
• Enabling quick recovery from

4. Customer co-production

5. 1. Redesign processes and
redefine customer roles to
simplify service encounters

6. 2. Incorporate the right
technology to aid employees
and customers

7. 3. Create high-performance
customers by enhancing their
role clarity, motivation, and
ability
Reminds policyholders to sus
insurance while on active mi

8. 4. Encourage “customer
citizenship” so customers help
customers
Golfers helping fellow golfers follow the rules

9. Satisfying employees as well
as customers is key
• Pamper customers.
• Accurately read customer needs.
• Develop a personal relationship with the customers.
• Deliver quality service to solve customers’ problem

10. Credits & References
• Flickr.com
• Images.google.com

11. Created by Dhananjay Goel, IIT Delhi, During
an Internship by Prof. Sameer Mathur, IIM
Lucknow. www.IIMInternship.com
PROF. SAMEER MATHUR
IIM LUCKNOW
DHANANJAY GOEL
IIT DELHI