This presentation is based on the chapter "Designing and Managing Services" from the book "Marketing Management: A South Asian Perspective"

1. WhataretheWhatarethe
NEWServicerealities?

2. In past,service firms lagged behind
manufacturers in marketing

3. In past,service firms lagged behind
manufacturers in marketing
NOTNOT
NOW

4. Surpasses the
customer expectations time and again

5. Changing
customerrelationship

6. HOW
WHY

7. 1 Customer Empowerment1 Customer Empowerment

8. Customers enjoy the right to select
And prefer
unbundled services

9. Customers prefer service
organizations over multiple
service providers

10. Internet
A new medium to share
Bad
Good
experiences

11. 2 Customer Coproduction2 Customer Coproduction

12. Customer plays an active role in service delivery

13. More is the involvement,
stronger is the connection with the
service provider

14. service problems are caused by the customer
Resulting in employee stress and dissatisfaction
33%
Resulting in employee stress and dissatisfaction

15. What to do?What to do?

16. Process People
Simplify and
redesign
Motivate, train and
enhance their role
clarity
Servicescape Technology
Encourage customer
citizenship
Adopt apt
technology to aid
the stakeholders

17. 3 Customer & Employee Satisfaction3

18. Employer
Employee
Ill-treated
employees
Lack of recognition
No job satisfaction
Good training
program
Recognition
Job satisfaction
Employee
Customer
Pamper them &
maintain good
relation
Realize their needs
Deliver quality
service
No customer
loyalty
Bad for
business

19. Presentation by
Divyasree P K
IIT Madras