The Service Product


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The Service Product

  1. 1. THE SERVICE PRODUCT <br />Presented By:-<br /><ul><li>Patel Narvendu
  2. 2. Patel Jeky
  3. 3. Patel Ashish
  4. 4. Parmar Amit
  5. 5. Parakhiya Vasantkumar</li></li></ul><li>Clichés<br /><ul><li>Customer is king
  6. 6. Customer is always right
  7. 7. Customers have a choice
  8. 8. Customers are the reason we are in business
  9. 9. People are at the heart of the customer experience
  10. 10. The way to your customer's heart is through your employees
  11. 11. Customer Service is the New, New Marketing
  12. 12. Good customer management is the core competency of a business, and underlies sustainable performance.</li></li></ul><li>C- Critical to the existence and survival of the company<br />U- User / recipient of the products and/or service.<br />S- Sets the standard<br />T- Treated with dignity and respect<br />O- Our ally<br />M- Made of flesh and blood<br />E- Entitled to the best product/service we can deliver<br />R- Right to change his mind<br />
  13. 13. The Basic Service Package<br />11/3/2009<br />The Service Product<br />4<br />
  14. 14. Customer Value Hierarchy<br />11/3/2009<br />The Service Product<br />5<br />
  15. 15. Customer Value Hierarchy : Five Level<br />Core Benefit<br /> 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.<br />Basic Product<br /> 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.<br />11/3/2009<br />The Service Product<br />6<br />
  16. 16. Customer Value Hierarchy : Five Level<br />Expected Product<br /> 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.<br />Augmented Product<br /> 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)<br />11/3/2009<br />The Service Product<br />7<br />
  17. 17. Customer Value Hierarchy : Five Level<br />Potential Product<br /> 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.<br /> 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.<br /> 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.<br />11/3/2009<br />The Service Product<br />8<br />
  18. 18. Services Quality<br />Timeliness<br /> - waiting time, queuing time, processing time<br />Accuracy<br /> - error free, reliability<br />Courtesy<br /> - front line manners<br /> - telephone etiquette <br />Completeness<br /> - scope of services<br /> - availability of support<br />11/3/2009<br />The Service Product<br />9<br />
  19. 19. Services Quality Counti….<br />Set service standards that are:<br />CLEAR – precise in meaning<br />CONCISE – short and to the point<br />OBSERVABLE – can be seen or measured<br />REALISTIC – practical and attainable<br />IMPORTANCE OF SETTING QUALITY SERVICE STANDARDS:<br />Establish a target<br />Communicate expectations<br />Create a valuable management tool<br />11/3/2009<br />The Service Product<br />10<br />
  20. 20. Services Quality Counti….<br />Availability<br /> - no. of outlets, tellers, service station<br />Ambiance<br /> - service atmosphere<br /> - cleanliness<br /> - spaciousness of lobby<br />Personalized Service<br /> - flexibility<br />Convenience<br /> - location<br /> - accessibility<br /> - parking<br />11/3/2009<br />The Service Product<br />11<br />
  21. 21. Determinants Of Service Quality<br />11/3/2009<br />The Service Product<br />12<br /><ul><li>Reliability
  22. 22. Providing services as promised
  23. 23. Dependability in handling customers' service problems
  24. 24. Performing services right the first time
  25. 25. Providing services at the promised time
  26. 26. Keeping customers informed about when services will be performed</li></li></ul><li><ul><li>Empathy
  27. 27. Giving customers individual attention
  28. 28. Employees who deal with customers in a caring fashion
  29. 29. Having the customer's best interest at heart
  30. 30. Employees who understand the needs of their customers</li></ul>Determinants Of Service Quality Conti…<br />
  31. 31. <ul><li>Tangibles
  32. 32. Modern equipment
  33. 33. Visually appealing facilities
  34. 34. Employees who have a neat, professional appearance
  35. 35. Visually appealing materials associated with the service
  36. 36. Convenient business hours</li></ul>Determinants Of Service Quality Conti…<br />
  37. 37. Determinants Of Service Quality Conti…<br />11/3/2009<br />The Service Product<br />15<br /><ul><li>Assurance
  38. 38. Employees who instill confidence in customers
  39. 39. Making customers feel safe in their transactions
  40. 40. Employees who are consistently courteous
  41. 41. Employees who have the knowledge to answer customer questions </li></li></ul><li>Total Quality Service Marketing<br />The Quality Statements:-<br />We use a variety of staff to monitor customer service on a regular and consistent basis<br />We know and can clearly state our customer groups<br />We listen to customers about our products and proactively seek to redress issues<br />We notice and congratulate our people and teams when they perform well<br />Senior management are fully and visibly engaged in customer activities<br />Our people enjoy the challenge of changes<br />Our organization and our people have aligned values<br />11/3/2009<br />The Service Product<br />16<br />
  42. 42. The Quality Statements:-<br />8. Our customers find working with us easy and pleasurable<br />9. We know how our people feel about working here and always respond to make it better<br />10. We have teams and individuals who can respond quickly to changes circumstances, whatever they are<br />11/3/2009<br />The Service Product<br />17<br />
  43. 43. House of Quality<br />11/3/2009<br />The Service Product<br />18<br />
  44. 44. Gaps in Service Quality<br />Word -of-mouth<br />communications<br />Personal needs<br />Past experience<br />Customer<br />Expected service<br />GAP 5<br />Perceived service<br />External communications <br />to consumers<br />Service delivery (including<br />pre- and post-contacts)<br />GAP 3<br />GAP 1<br />GAP 4<br />Translation of perceptions into<br />service quality specifications<br />GAP 2<br />Provider<br />Management perceptions of <br />consumer expectations<br />
  45. 45. Excellent Service – Define It<br />It&apos;s all about the customer perception of value<br />Integrate quality as a foundation for winning the customer&apos;s heart<br /> Be GLAD – Greet, Listen, Advise and Deliver<br /> Deliver on the brand promise<br />Go the extra mile<br />Have proactive service recovery procedures<br />
  46. 46. Quote<br /> Create Passionate Customers: Passion, loyalty and advocacy are driven most strongly by emotions rather than reason; and emotions are a strongly human phenomenon<br />
  47. 47. How To achieve it<br /><ul><li>Invest in your people
  48. 48. Listen to your customers
  49. 49. Ask the right questions
  50. 50. Solicit feedback and act on it - in person, by mail, by survey, phone call, place cards
  51. 51. Guarantee quality
  52. 52. Deliver on the Promise
  53. 53. Go the extra mile, make it personal
  54. 54. Simplify, Communicate, Clarify and execute</li></li></ul><li>Factors to Consider<br />
  55. 55. Insight<br />11/3/2009<br />The Service Product<br />24<br />Customer Service is the New, New Marketing<br />Its all about empowering your customers so that they become an extension of your sales force and passionate advocates of your brand<br />
  56. 56. Thank you for your proper response and support!<br />For further information contact: <br />+91-9427913540<br /><br />From : Parakhiya Vasantkumar<br /><br />