How can we achieve excellence in services

marketing?

Shubham GoswamiJadavpur University

Marketing Excellence in Services

External marketing

Internal Marketing

Interactive Marketing

t•Preparing, pricing, distributing and promoting to customers

External Marketing

•Training and motivating employees to serve customers well

Internal Marketing

•The employee’s skill in serving the client

Interactive MarketingExcellence in these three areas is crucial for

excellence in service

Best practices of Top Service Companies

Strategic Concept

Top Management Commitment

A thorough commitment to service quality

High Standards

Citi Bank aims to answer customer calls within 10 seconds and customer letters within 2 days

Profit Tier

Companies increasingly show preferential treatment towards high profit-tier customers over low profit-tier ones

Improves profitability but can be risky as well

Monitoring Systems

Top firms audit the service performance of themselves and competitors, on a regular basis

Satisfying Customer Complaints

Differentiating Services

primary

secondaryService option

s

Consider the Hotel Industry

What the customer expects from the service provider is called primary service package

The service provider can add secondary service features like free breakfast buffets and loyalty programs to the service

with services

Online travel agents like Expedia and MakeMyTrip offer customers the opportunity to conveniently book travel at discount prices

NetJets innovated in private aviation by introducing fractional ownership

Summary

The best practices of top service companies include : strategic concept, commitment to quality, high standards, profit tiers and systems for monitoring service performance and customer complaints

They also differentiate their brands through primary and secondary service features and continual innovation

Disclaimer

Created byShubham Goswami, Jadavpur University, during a marketing internship byProf. Sameer Mathur, IIM Lucknow(see www.IIMInternship.com)