how can we achieve excellence in services marketing ?
TRANSCRIPT
Designing and managing services
Based on the book, marketing management by Kotler et. Al.
How can we achieve excellence in services marketing ?
• Offers wide range of securities trading options.
• Go to destination for securities trading in india now!
Three types of marketing in service industries
• External marketing
• Internal marketing
• Interactive marketing
Observed Best practices of top service companies
1. Strategic concept
Top companies are customer obsessed.
2. Top-management commitment
Not just obsessed with financial performance,But also service performance at each outlet.
Predominant establisher of mcdonald’s
3. High standards
• Citibank Aims to answer all calls within 10 seconds.
• Citibank Aims to answer letters within 2 days
• Sometimes 98% accuracy isn’t too good• That’s over 24 million
people unaccounted for in an indian census!
4. Profit tiers
• Lower services to freeloaders.• Coddle big spenders.• But need to find balance and be careful of superior
claims to big spenders!
5. Monitoring systems
• Top firms audit.• They collect voice of the customer (voc) measurements.
6. Satisfying customer complaints
• Top companies encourage people to voice their displeasure when not serviced properly.
• Store managers at pizza hut must respond to angry voice mails within 48 hours.
Differentiating services
What differentiates fairly homogenous services ?
1. Primary and secondary service options
Transport corporation of india
• Add value to primary service package expected by customer.
• Creating a secondary service package, and adding value, through continuous innovation keeps companies like tci ahead.
2. Innovation with services
Combined prepaid time and benefits of fractional ownership without long term commitment.
Convenient online booking at cheap prices.
Offering traditional healthcare with the assurance of a brand.
Credits & References
• Flickr.com • Images.google.com• En.Wikipedia.org
Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com
PROF. SAMEER MATHURIIM LUCKNOW
DHANANJAY GOELIIT DELHI