Chapter 12:Designing and managing

How can we achieve excellence in services

marketing?

By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi

Marketing excellence with services

require excellence in three areas:

External marketingInternal marketingInteractive marketing

External marketing: Includes the normal

work of preparing, pricing,

distributing and

promoting

services.

Internal marketing:

Includes training and

motivating employees

to serve

customers

well!!

Interactive marketing: Involves the employee’s

skill in serving the

client.

“Companies, instead of increasingproductivity should focus more onenhancing product quality andcustomer relationships.”

Best practices for

achieving marketing

excellence

STRATEGIC CONCEPT

Develop a distinctive plan to satisfy the needs of the target customers.

TOP-MANAGEMENT COMMITMENT

The management should not only care about the financial performance, but review the service performance as well.

HIGH STANDARDSService companies must set appropriately high standards to fulfil the demands.

PROFIT TIERSCompanies should differentiate between the high-profit and low-profit customers and deliver services in a way which satisfies both the tiers.

MONITORING SYSTEMS

Top firms monitor service performance of themselves and their competitor’s regularly. They use comparison shopping and customer surveys to enhance their performance.

SATISFYING CUSTOMER COMPLAINTS

Companies that encourage customers to complain and also authorize the employees to provide the solution on the spot have achieved greater profits and customer confidence.

INNOVATION WITH SERVICES

Companies should come up with creative and innovative service offerings to attract customer attention.