How can we achieve excellence in services marketing?
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How do we achieve excellence in services marketing?
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Transcript of How can we achieve excellence in services marketing?
How do we achieve excellence
in services marketing?
ServiceMarketing
Company
CustomersEmployees
Interactive Marketing
Internal Marketing motivates the employees to serve customers well
EXTERNALEXTERNAL
Interactive Marketing
Good employees make customers happy
Routes to excellence
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Top-management commitment 2
“I solemnly swear and declare that every customer that comes within 10 feet of me, I will smile, look them in eye, and greet them,
so help me Sam”-Employee pledge of Walmart
Appropriately high standards 3
Manage the profit tiers 4Pamper the big spenders to retain their patronage
Minimize the spending of low tier customersMinimize the spending of low tier customers
Maximize customer satisfaction and company profitability
Monitoring systems 5
Voice of Customer measurementsComparison shopping
Mystery shoppingMystery shoppingImportance Performance Analysis
SurveysComplaint forms
Audit
Importance Performance Analysis
High priority Keep up!
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Extremely important
Low priority Overkill
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Slightly important
Satisfying customer complaints 6
Encourage customersto complain
Adopt prompt remedial measures
COMPANY
Service differentiation 7
To prevent being commoditized
HOWHOW
Incorporate secondary services
Innovate in existing services
Both are online hotel booking websites
Paid only when customer makes a reservation using Expedia
Paid on a per-click basis
Kayak’s proposition: Better search engine, more flexibility
Innovate in new services
Private aviation at fractional ownership
Presentation byDivyasree P K
IIT Madras
