service mktg v1
TRANSCRIPT
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Lee Yifang | Jurane Solano | Tho Liang Wei
PROCLEAN
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Company Analysis
Introduction | Analysis | Strategy | Conclusion
3 Vans
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Company Analysis
Introduction | Analysis | Strategy | Conclusion
3 Vans
4 Employees
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Company Analysis
Introduction | Analysis | Strategy | Conclusion
3 Vans
4 Employees
High Contact Service
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Company Analysis
Introduction | Analysis | Strategy | Conclusion
3 Vans
4 Employees
Greatest Competitor: King Rug
High Contact Service
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Company Analysis
Introduction | Analysis | Strategy | Conclusion
3 Vans
4 Employees
Greatest Competitor: King Rug
High Contact Service
5% Market Share
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Industry Analysis
Introduction | Analysis | Strategy | Conclusion
Commercial / Residential
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Industry Analysis
Introduction | Analysis | Strategy | Conclusion
Commercial / Residential
Independent Companies
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Industry Analysis
Introduction | Analysis | Strategy | Conclusion
Commercial / Residential
Independent Companies
One Stop Service Providers
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Industry Analysis
Introduction | Analysis | Strategy | Conclusion
Commercial / Residential
Independent Companies
One Stop Service Providers
Highly Saturated
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The ProblemCash Flow
Idle Capacity
Stagnancy
Failed toEmulate
Introduction | Analysis | Strategy | Conclusion
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Target Market$250,000
Single-income Families
Looking for Quality Service
No Budget Constraints
Introduction | Analysis | Strategy | Conclusion
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Introduction | Analysis | Strategy | Conclusion
Pre - PurchaseImportant Determinant
- Cleanliness - Professionalism
- Convenience
- Pricing
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Introduction | Analysis | Strategy | Conclusion
Perceived Risks
Functional
PhysicalFinancial
Temporal
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Introduction | Analysis | Strategy | Conclusion
Service Encounter
Moment of Truth:
1. Taking of Estimates
II. Actual Cleaning Service
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Introduction | Analysis | Strategy | Conclusion
Post purchase
Decision to Return
Satisfaction
Delight
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Positioning
Pro Clean
D-Cleaner
King Rug
Green Clean
Right CleanKleen Clean
Quality of Service
Price
Introduction | Analysis | Strategy | Conclusion
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7PsIntroduction | Analysis | Strategy | Conclusion
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Place
Customers Place
Introduction | Analysis | Strategy | Conclusion
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Information
Consultation
Order Taking
Hospitality
Safe Keeping
Exceptions
Payment
Billing
Introduction | Analysis | Strategy | Conclusion
Product
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Introduction | Analysis | Strategy | Conclusion
Core
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Introduction | Analysis | Strategy | Conclusion
Information
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FEEDBACKQUOTATION
InformationIntroduction | Analysis | Strategy | Conclusion
APPOINTMENT
ABOUT US RESIDENTIAL SERVICES PRICING CARPET CARE DISCUSSION BOARD TESTIMONIALS FAQ CONTACT US
ZIP CODE
Welcome! Sign in or Register .
SEARCH
My Account | View Saved Quote
CONTACT NO.
Schedule
GO
DATE
TIME
CARPET CLEANING
UPHOLSTERY CLEANING
RUG CLEANINGTILE CLEANING
DRAPERY CLEANING
ODOR TREATMENT
NATURAL STONE CARE
RVs, TRAILER CLEANING
HARDWOOD FLOORCLEANING
PRO CLEAN
We are online now!Ask us About Anything 24/7
Pro Clean :
1800-PRO-CLEAN
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Introduction | Analysis | Strategy | ConclusionIntroduction | Analysis | Strategy | Conclusion
FEEDBACKQUOTATIONAPPOINTMENT
ABOUT US RESIDENTIAL SERVICES PRICING CARPET CARE DISCUSSION BOARD TESTIMONIALS FAQ CONTACT US
ZIP CODE
Welcome, Jurane Solano!
SEARCH
My Account | View Saved Quote
CONTACT NO.
Schedule
GO
DATE
TIME
Account Information | Transaction History | E-Statement
We are online now!
Pro Clean :
PRO CLEAN1800-PRO-CLEAN
Ask us About Anything 24/7
Personal Information
Customer ID 1436748
Name Jurane Solano
Address 400 Main Street
City Knoxville
State Tennessee
Zip 37902
Edit
Information
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Introduction | Analysis | Strategy | Conclusion
Consultation
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Introduction | Analysis | Strategy | ConclusionIntroduction | Analysis | Strategy | ConclusionIntroduction | Analysis | Strategy | Conclusion
PRO CLEAN 1800-PRO-CLEAN
Schedule
TIME
We are online now!
Pro Clean :
Consultation......
Send
Ask us About Anything 24/7
Personal Information
Customer ID 1436748
Name Jurane SolanoAddress 400 Main Street
City Knoxville
State Tennessee
Zip 37902
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Introduction | Analysis | Strategy | Conclusion
Order Taking
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Introduction | Analysis | Strategy | Conclusion
FEEDBACKQUOTATIONAPPOINTMENT
ABOUT US RESIDENTIAL SERVICES PRICING CARPET CARE DISCUSSION BOARD TESTIMONIALS FAQ CONTACT US
ZIP CODE
Welcome! Sign in or Register .
SEARCH
My Account | View Saved Quote
CONTACT NO.
Schedule
GO
DATE
TIME
PRO CLEAN
We are online now!Ask us About Anything 24/7
Pro Clean :
1800-PRO-CLEAN
Order Taking
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Introduction | Analysis | Strategy | Conclusion
Hospitality
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Introduction | Analysis | Strategy | Conclusion
Safe Keeping
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Introduction | Analysis | Strategy | Conclusion
Payment
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PaymentIntroduction | Analysis | Strategy | Conclusion
Cash on Delivery
Pre-Paid Packages
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Introduction | Analysis | Strategy | Conclusion
Billing
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Introduction | Analysis | Strategy | Conclusion
Exceptions
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ExceptionsIntroduction | Analysis | Strategy | Conclusion
Money Back Guarantee
Compensations
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Introduction | Analysis | Strategy | Conclusion
Emergency
Rescue
Carpet
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Pricing
1. Bundling
II. Price Tiers
Introduction | Analysis | Strategy | Conclusion
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Pricing
Value-Based Pricing
Packaged Rates
Packages from 2 Years
Through
Introduction | Analysis | Strategy | Conclusion
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PricingSilver Gold Platinum
Emergency Cleaning
at 5% Off
1 Month No SpotWarranty
EmergencyCleaning at 20% Off
3 Months No SpotWarranty
2 Days Priority
Appointments
ComplementaryEmergency Cleaning
6 Months No SpotWarranty
FREE 5th YearCleaning
24 Hour PriorityAppointments
Introduction | Analysis | Strategy | Conclusion
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Introduction | Analysis | Strategy | Conclusion
COMMUNICATIONMIX
C i i Mi
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Corporate
Design
Selling- Via Employees
Instruction
Materials
Publicity & Public
RelationsAdvertising
Personal
Communications
Customer
Service- Supplementary
Services
Telemarketing- Via Interns/Part-time Employees
Word of Mouth- Loyal Users
Print- Home & Garden
Magazines- Newspapers
Internet
Outdoor- Creative Lawn
Idea
Direct Mail
Media Release- Website- Video on
Professionalism
Trade Shows/Exhibits
Media InitiatedCoverage
Celebrity/RenownedPersonnel
Testimonials
Website- Self ServiceAppointments
- Carpet Care Tips
Signage- On Van
Vehicles
Equipment- High Tech
Uniforms
Introduction | Analysis | Strategy | Conclusion
Communications Mix
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Introduction | Analysis | Strategy | Conclusion
1800-PRO-CLEAN For advice and estimates please call 1800-PRO-CLEAN
CARPET & UPHOLSTERY
PROFESSIONAL CLEANINGMoney Back Guaranteed Satisfaction
Our Service is professional and friendly, wealways take the time to find out what your
needs are and provide a solution that is custom
designed to you
FREECleaning adviceround the clock
$15OFF
Cleaning servicesSpecial restrictions may apply. Cannot be
combined with any other offer.
RUGS & HARDWOOD FLOOR
FREECleaning session witheach successful refferalSpecial restrictions may apply. Cannot be
combined with any other offer.
PRO CLEANAdvertising
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Introduction | Analysis | Strategy | Conclusion
CastawayyourcarpetworrieswithProCleancarpetcleaningservices.
Do it like the ProsGet your carpet and rugs in tip-top shape
Advertising
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Introduction | Analysis | Strategy | Conclusion
PRO CLEAN1800-PRO-CLEAN
For advice and estimates please call 1800-PRO-CLEAN
CARPET & UPHOLSTERY
PROFESSIONAL CLEANINGMoney Back Guaranteed Satisfaction
RUGS & HARDWOOD FLOORPro Clean did a great job on our carpet. Ihave 2 dogs that caused quite an odor andstain problem, but Pro Clean knew exactly
which option would give us the best result. ProClean lives up to the hype. Thanks Pro Clean
Julie WarnerKnoxvilleAdvertising
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Introduction | Analysis | Strategy | Conclusion
Publicity and PR
1. Press Releases
II. Video
III. Public FiguresTestimonials
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Introduction | Analysis | Strategy | Conclusion
Customer Service Employees
TRAINING
1. StandardizationII. Professionalism
III. Effectiveness
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Internet
1. Detailed InformationII. Service Bundles
III. Live ChatIV. Self Service
Introduction | Analysis | Strategy | Conclusion
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Introduction | Analysis | Strategy | Conclusion
Word Of Mouth
Introduce a friend and get anadditional cleaning session for
FREE!
PRO CLEAN
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Fail Points
1. Busy Hotline
II. Late Payments
III. Hassle
- Enquiries
- Appointments
- Just to check
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Service Process
REDESIGNEDSelf Service
Introduction | Analysis | Strategy | Conclusion
S i
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Service Process
REDESIGNEDNon Value Adding Steps
Introduction | Analysis | Strategy | Conclusion
S i P
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Service Process
REDESIGNEDBundling Services
Introduction | Analysis | Strategy | Conclusion
S i
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Servicescape
Relaxing
Introduction | Analysis | Strategy | Conclusion
S i Bl i
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Service Blueprint
1. New and ExistingCustomers w/o Package
Introduction | Analysis | Strategy | Conclusion
S i Bl i
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Introduction | Analysis | Strategy | Conclusion
Service Blueprint
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Potential Customer Calls
Response time
Script for queries andappointment setting
Sound & tone of voice
Service Standards and Scripts
Physical Evidence
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Potential Customer Calls
Sound & tone of voice
Answer queries
Fix appointmentConfirm date, time, location
Physical Evidence
Contact Person
(Visible Actions)
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Introduction | Analysis | Strategy | Conclusion
Check availabilityInsert appointment
Maintain system
Database: Capacity/AppointmentCustomer Records
Potential Customer CallsContact Person
(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
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Introduction | Analysis | Strategy | Conclusion
Sales Manager Measures
Punctuality & Waiting time
Appearance of Employee
Script for greeting
Standard procedure
for measuring
Professionalism when measuring
Service Standards and Scripts
Physical Evidence
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Introduction | Analysis | Strategy | Conclusion
Appearance of Employee
Professionalism when measuring
Greet Customer
Take Measurements
Sales Manager MeasuresPhysical Evidence
Contact Person
(Visible Actions)
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Introduction | Analysis | Strategy | Conclusion
Take accuate measurements
Maintain equipment
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Sales Manager MeasuresContact Person
(Invisible Actions)
Support Processes
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Introduction | Analysis | Strategy | Conclusion
Sales Manager Gives Estimates
Estimate Presentation
Script for explainingdeliverable services
Estimate format &
Accuracy
Deliverable Services Explanation
Service Standards and Scripts
Physical Evidence
Introduction | Analysis | Strategy | Conclusion
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Introduction | Analysis | Strategy | Conclusion
Explain DeliverableServices
Give Estimate
Sales Manager Gives EstimatesEstimate Presentation
Deliverable Services Explanation
Physical Evidence
Contact Person
(Visible Actions)
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S l M D t
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Introduction | Analysis | Strategy | Conclusion
Appearance of Employee
Time
Script for serviceassurance & Good bye
Sales Manager DepartsService Standards and Scripts
Physical Evidence
Introduction | Analysis | Strategy | Conclusion
S l M D t
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Introduction | Analysis | Strategy | Conclusion
Appearance of Employee
Thank customer
Bid customer good bye
Sales Manager DepartsPhysical Evidence
Contact Person
(Visible Actions)
Introduction | Analysis | Strategy | Conclusion
S l M D t
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Introduction | Analysis | Strategy | Conclusion
Retrieve Vehicle
Secure Vehicle
Maintain Vehicle & Parking lot
-
Sales Manager DepartsContact Person
(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
S i Bl i t
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Introduction | Analysis | Strategy | Conclusion
Service Blueprint
II. Existing Customerswith Package
Introduction | Analysis | Strategy | Conclusion
S i Bl i t
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Service Blueprint
Introduction | Analysis | Strategy | Conclusion
Existing Customer Makes
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Introduction | Analysis | Strategy | Conclusion
User-Friendly &Informative website
Ease of Use
Existing Customer MakesBooking Online
Applicability ofInformation
Service Standards and Scripts
Physical Evidence
Introduction | Analysis | Strategy | Conclusion
Existing Customer Makes
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Introduction | Analysis | Strategy | Conclusion
Existing Customer MakesBooking Online
User-Friendly &Informative website
Physical Evidence
Contact Person
(Visible Actions)
Introduction | Analysis | Strategy | Conclusion
Website Experience
Existing Customer Makes
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Introduction | Analysis | Strategy | Conclusion
Existing Customer MakesBooking Online
Introduction | Analysis | Strategy | Conclusion
Create User-Friendly & InformativeWebsite
Maintain & Update website
Database: Capacity/Appointment
Customer RecordsOrders & Billings
Purchases
Contact Person
(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
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Service Blueprint
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Service Blueprint
Introduction | Analysis | Strategy | Conclusion
Before Arrival
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Introduction | Analysis | Strategy | Conclusion
Before Arrival
Content & Tone of
Reminder
Script for SMS/Callreminder
Service Standards and Scripts
Physical Evidence
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Before Arrival
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Introduction | Analysis | Strategy | Conclusion
Before Arrival
Database: Capacity/Appointment
Send reminder
Check date, time and
location before givingreminder
Maintain reminder system
Customer Records
Contact Person(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
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T h i i A i d Cl
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Introduction | Analysis | Strategy | Conclusion
Technician Arrives and CleansPunctuality
Level of Professionalism
Appearance of Employee
Greet Customer
Deliver Cleaning Service
Physical Evidence
Contact Person
(Visible Actions)
Introduction | Analysis | Strategy | Conclusion
T h i i A i d Cl
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Introduction | Analysis | Strategy | Conclusion
Technician Arrives and Cleans
-
Confirm Location & ServicesCollect Equipment
Maintain Equipment
Travel to Site
Contact Person(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
Bill Payment
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Introduction | Analysis | Strategy | Conclusion
Bill PaymentService Standards and Scripts
Physical Evidence
Introduction | Analysis | Strategy | Conclusion
Time
Payment Terms
Script for Acceptanceand Service Verification
Receipt/Invoice
Tone & Content of Speech
Bill Payment
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Introduction | Analysis | Strategy | Conclusion
Bill Payment
Introduction | Analysis | Strategy | Conclusion
Receipt/Invoice
Tone & Content of Speech
Physical Evidence
Contact Person
(Visible Actions)
Collect Cash
Conduct Service
Satisfaction Check
Bill Payment
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Introduction | Analysis | Strategy | Conclusion
Bill Payment
Introduction | Analysis | Strategy | Conclusion
Contact Person(Invisible Actions)
Support Processes
Print Receipt/ Invoice
Receipt/ InvoicePreparation
Maintain Billing System
Database: Orders & Billings
PurchasesCustomer Records
Sales Manager Departs
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Introduction | Analysis | Strategy | Conclusion
Interior Cleanliness/Neatness
Time
Script for serviceassurance & Good bye
Sales Manager DepartsService Standards and Scripts
Physical Evidence
Introduction | Analysis | Strategy | Conclusion
Sales Manager Departs
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Introduction | Analysis | Strategy | Conclusion
Thank customer
Bid customer good bye
Sales Manager DepartsPhysical Evidence
Contact Person
(Visible Actions)
Introduction | Analysis | Strategy | Conclusion
Interior Cleanliness/Neatness
Pack Equipment
Sales Manager Departs
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Introduction | Analysis | Strategy | Conclusion
Retrieve Vehicle
Secure Vehicle
Maintain Vehicle & Parking lot
-
Sales Manager DepartsContact Person
(Invisible Actions)
Support Processes
Introduction | Analysis | Strategy | Conclusion
Return Vehicle &Equipment to Base
Maintain Equipment
Capacity to Demand
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Introduction | Analysis | Strategy | Conclusion
Capacity to Demand
1. Downtime during lowdemand
Introduction | Analysis | Strategy | Conclusion
Capacity & Demand
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Introduction | Analysis | Strategy | Conclusion
Capacity & Demand
II. Cross Train Employees
Introduction | Analysis | Strategy | Conclusion
Capacity & Demand
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Introduction | Analysis | Strategy | Conclusion
III. Part-time Employees
Capacity & Demand
Introduction | Analysis | Strategy | Conclusion
Strategies & Demand
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Introduction | Analysis | Strategy | Conclusion
Strategies & Demand1. Discounts in low
periods & vice versa
Introduction | Analysis | Strategy | Conclusion
Strategies & Demand
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Introduction | Analysis | Strategy | Conclusion
II. Inventory demandthrough queue system
Strategies & Demand
Introduction | Analysis | Strategy | Conclusion
Strategies & Demand
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Introduction | Analysis | Strategy | Conclusion
III. Manage customerpsychology
Strategies & Demand
Introduction | Analysis | Strategy | Conclusion
Physical Environment
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Introduction | Analysis | Strategy | Conclusion
Physical Environment
Professional Vans
Clean Overalls
Well Maintained
Equipment
Introduction | Analysis | Strategy | Conclusion
Servicescape
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Introduction | Analysis | Strategy | Conclusion
Servicescape
Aesthetic Labour
Professionalism
Reliability
Introduction | Analysis | Strategy | Conclusion
People
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Introduction | Analysis | Strategy | Conclusion
People
Customer Oriented
Capable
Motivated
Introduction | Analysis | Strategy | Conclusion
Recruitment
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Introduction | Analysis | Strategy | Conclusion
Recruitment
Do it Once and Do it Right
Behaviour, Personality
Tests, Interviews, Trials
Introduction | Analysis | Strategy | Conclusion
The Preferred Employer
Managing Employees
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Introduction | Analysis | Strategy | Conclusion
Managing Employees
Handling Stress
Pressure
Conflict
Introduction | Analysis | Strategy | Conclusion
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Active Training
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Introduction | Analysis | Strategy | Conclusion
Active Training
Re-trainImprove
losing ratio
ScottIntroduction | Analysis | Strategy | Conclusion
Empower
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Introduction | Analysis | Strategy | Conclusion
Empower
1. Job-Skill Match
II. Feedback &Recognition
Introduction | Analysis | Strategy | ConclusionIntroduction | Analysis | Strategy | Conclusion
Cycle of Success
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Introduction | Analysis | Strategy | Conclusion
Cycle of Success
Better pay &benefits
Broadened jobdesigns
Training &Empowerment
+
+
Introduction | Analysis | Strategy | Conclusion
Cycle of Success
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Introduction | Analysis | Strategy | Conclusion
Cycle of Success
HappierEmployees
Better Service
Introduction | Analysis | Strategy | Conclusion
Cycle of Success
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Introduction | Analysis | Strategy | Conclusion
Cycle of Success
Long-term positivefinancial performance
Increase efforts oncustomer loyalty &
retention
Introduction | Analysis | Strategy | Conclusion
Building Loyalty
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Building Loyalty
Introduction | Analysis | Strategy | Conclusion
Target Right Customers
Value not Volume
Effective Tiering System
Introduction | Analysis | Strategy | Conclusion
Building Loyalty
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Building Loyalty
Introduction | Analysis | Strategy | Conclusion
Rewards
Cleaning Packages
Higher-Level Bonds
Introduction | Analysis | Strategy | Conclusion
Service Recovery
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Service Recovery
Introduction | Analysis | Strategy | Conclusion
Feedback
Update on Improvements
Get back to Customers ifNecessary
Train & Empower Employees
Introduction | Analysis | Strategy | Conclusion
Service Recovery
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Service Recovery
Introduction | Analysis | Strategy | Conclusion
Compensation
Money Back Guarantee
Monitor for Jaycustomers
Introduction | Analysis | Strategy | Conclusion
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PROCLEAN