Services Marketing and the Web

Fall 2000

Providing Supplementary Services and the Internet:

Taking Care of the Customer

Information Consultation Order-taking Billing and

Payment Hospitality Exceptions

Information

To obtain full value from any good or service, customers need relevant information about it.

Prospects and new customers are especially information hungry.

Involvement

The amount of time and effort a buyer invests in search, evaluation, and decision processes

Involvement level– http://www.officemax.com/FreeDelivery/

catalog.html– http//www.pharmor.com

Involvement

Involvement level– http://www.prairiefrontier.com– http://www.clifbar.com

Examples of Information Elements Directions to where or how sold

– http://fedex.com/us/dropoff/ Schedules/hours

– http://www.bradley.edu/irt/lib/libhours.html Prices

– http://www.eurostar.com/ Warnings

– http:/www.bhglive.com/homeimp/docs/index.htm

Examples of Information Elements

Instruction on using product– http://www.certainteed.com/consumer/fenci

ng/html/f_frmst.htm Reminders/notification of change

– http://www.rnrnow.com/JJR/REGITR.HTML

Documentation

– http://colgate.com/Pro/index.html

Consultation

“What do you suggest?” Consultation involves a dialogue to

probe customer requirements and then develop a tailored solution. This category includes “solution selling” efforts.

Examples of Consultation Elements Advice

– http://www.walgreens.com/ Auditing Personal counseling

– http://www.sprint.salestar.com Tutoring/training in product usage Management or technical consulting

– http://www.bhglive.com/homeimp/docs/index.htm

Customer Decision Making

Expert InformationMakes Own

Decision

KnowledgeLevel Goal Framework

IntermediateStructureDecision

Needs Help

NoviceObtain

Solution Needs Expert

Examples of Frameworks

Expert– http://www.gcada.com/tomgill/

Intermediate– http://1800flowers.com

Novice– http://www.sprint.com/cpguide/index.html

Examples of Frameworks

All three in one– http://us.imdb.com/search– http://csg.sprint.com/productadv/index.html

Order-Taking

When customers are ready to buy, it is vital for firms to do a good job of accepting applications, orders, and reservations.

Examples of Order-Taking Elements Reservations

– Seats, Tables, Rooms, Admissions– Rentals of vehicles or other equipment– Professional Appointments– http://www.goalamo.com/reserve/

Examples of Order-Taking Elements

Applications– Membership in clubs or programs– Subscription services (e.g. utilities)– Prerequisite-based services– http://csg.sprint.com/longdistance

/1000minutes/1000_order.html

Examples of Order-Taking Elements Order Entry

– http://www.cdw.com/search/default.asp?group=CDR

Inventory Management– http://www.lhtech.com

Billing and Payment

Customers deserve prompt, intelligible, accurate, informative bills.

They are frequently disappointed!

Examples of Billing and Payment Elements

Shopping carts– show total price– easy to understand– ability to review order

Confirmation of order– send e-mail to confirm order

– provide account summary

– http://www.eframe.net/

Hospitality: Taking Care of the Customer Well-managed businesses try to treat

customers as guests, taking care of them during transactions and when visiting. After all, marketing invited them there!

Examples of Hospitality Elements Greetings Treats Entertainment Security

– http://www.cdnow.com/cgi-bin/mserver/redirect/leaf=

Exceptions

Exceptions include special requests, problem solving, complaint-handling, and compensation when things go wrong.

Customers expect a fast response to problems!

Examples of Exceptions Elements

Special requests in advance – children’s needs– dietary, medical or disability needs– religious observance– deviations from standard operating

procedures– http://flycontinental.com/tis/

Examples of Exceptions Elements Handling special communications

– complaints– compliments– suggestions– http://embassysuites.com/HotelInfo/embassy/abou

t.html?page=EMAIL– http://iflyswa.com/

Examples of Exceptions Elements Problem Solving

– Warranties and guarantees

– Resolving difficulties that arise from using the product & from accidents, failures, staff, or other customers

Restitution– refunds

– compensation in kind for unsatisfactory products