Services Marketing and the Web
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Transcript of Services Marketing and the Web
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