Caterpillar PPT 2

7/23/2019 Caterpillar PPT 2

http://slidepdf.com/reader/full/caterpillar-ppt-2 1/75

Using Services marketing to develop and delIntegrated Solutions at Caterpillar in Latin A

PRESENTED BY

Karthik. B

Shahzeb Feroz

Praveen Kumar

Chetan. C. I

Shalini Sathaat

"noo#ha $anam

'auri (a)al

Snehitha

$e*ullaalli,. "mare#h Kri#h



Introduction

1904• Ben)amin olt te#te* the /r#t trak t!e trator

192+

• C. . Be#t rator Co. an* the olt Manu3aturin oman! me3orm Caterillar

19+1• Fir#t over#ea# manu3aturin 3ailit! in 5.K

2000• 600 *i7erent mo*el #tartin 3rom + P to 228000 P.

200&• otal #ale# eee* :41 billion



Structure of distribution

1 • Cororation

2 • Marketin Pro/t Centre

6 • ;ealer#

4 • Cu#tomer#



Addressing the Customer Ga

The Customer Gap: The Gap between Customer EpectationsCustomer !erceptions

Per3ormane mea#ure# in oranization# <ere t!iall! 3ou#e* on o#t oeratimaimize ro/t. the! <ere not linke* to u#tomer #ati#3ation!

o< <ell *oe# the aterillar un*er#tan* u#tomer eetation o3 #ervie =ualit!>



"one of to#erance

?one o3 tolerane i# <i*e 3or eneral an* urban on#trutiobeau#e the! on#i*ere* u-time a# le## imortant 3or bu#ine<ere le## <illin to a! 3or remium art#.

Caterillar# lare#t u#tomer# @minin an* on#trution e=uim#maller zone o3 tolerane a# u-time an* ro*utivit! <eimortant on#i*eration



Customer ercetion

Provides with defnitions and understandcustomer satisaction and service quality

arer u#tomer CS"@u#tomer #ervie areem*emon#trate* the #ini/ant bene/t# rear*in the ri#k# aunlanne* mahine time an* re#ulte* in hih level# o3 u#tom

PM CS"@reventive maintenane CS"A <ere urha#e* u#tomer. he etra #ervie# o7ere* <ere not nee##aril! oeeute* on#i#tentl!



$ano mode#



,oriaki Kano *eveloe* a mo*el to illu#trate ho< u#tomer# e

=ualit!. he mo*el i# ba#e* aroun* the level o3 ahievement oma

the level o3 u#tomer #ati#3ation. It i# *ivi*e* into three *

ateorie#

Mu#t be attribute# @Ba#iA Cu#tomer# take them 3or rante* <hen th

3ul/lle* i3 the! are not 3ul/lle* the! ma! beome ver! *i##ati#/e*.

Dne *imen#ional attribute# @Per3ormaneA (e#ult in u#tomer #ati#3

<hen 3ul/lle* an* *i##ati#3ation <hen not 3ul/lle*.

"ttrative attribute# @EitementA "b#ene *oe# not au#e *i##ati#3a

but ahievement an lea* to u#tomer *eliht.



%o& re'uirements can beidenti(ed through $ano )ode





Per#onal ,ee*#

Eete* Servie

Pereive*Servie

Servie *eliver! @re o#t ontratA

ran#lation o3 eretioninto #ervie =ualit!#ei/ation

Manaementeretion o3 u#tomereetation.

Gor* o3 mouthComm.

Pa#t Eerien

Eternalommuniato u#tome

Provi*er

Con#umer

'a4

'a 6



What were they and how could they find out?

Customer,irst TimeProsects

No-ices Sohisticates

DominantTheme

.Ta/e Care of)e.

.%e# me ma/eit &or/. .Ta#/ techno#og0 to me.

Bene(tSought

%onest Sa#esreresentati-e&ho /no&s m0

business

Eas0 to read manua#and technica# suort

hot #ine

Comatibi#it0 &ith thee1isting s0stem

A -endor &hohas been inbusiness forsometime

A high #e-e# of trainingProduct customi2ation

to customer needs!Trac/ record of -endors

3hat4s #essImortant

Sa#esReresentati-e4s

/no&#edge ofroduct and

ser-ice

An honest sa#esreresentati-e! A sa#es

reresentati-e &ho/no&s and understand

m0 business

Training 5 Eas0 )anua# 5Sa#es reresentati-e

&ho can communicatein an understandab#e

manner

he 3ollo<in 3rame<ork hel# u# to an#<er the /r#t art o3the =ue#tion

Soure Anderson5 D!5 S&eene05 D!5 3i##iams5 T!5 ,reeman5 6! and Shoesmith5 E!578895Stati#ti# 3or Bu#ine## an* Eonomi#8 hom#on earnin8 on*on8 Enlan*. "*ote



)ar/et Research

(e#earh 3rame<ork Soure Market (e#earh ;avi* ". "aker8 $.Kumar 8 'eore S.;a!

Theoritica#Segmentation

Segmentation . inComan04

Se#ection of -ariab#es

Statistica# Ana#0sis C#uster

Ana#0sis

)ethodo#og0Con(guration

C#uster Ana#0sis &ithSPSS

Ana#0sis ofsegmentation mode#s

theoritica# resu#ts

Ana#0sis ofComan0

segmentation

;utut

SEG)ENT

Inut

,eedbac/

ActuatorNoise

<changein the

business

scenario=

he an#<er to the #eon* art o3 the =ue#tion i# are#earh metho*olo!.

egmen a on



egmen a onDimensions

Behaviour o3 Cu#tomerbu!in CS"H#•PM CS"H# et

Feature# o3Sementation•In*u#tr! here it i# EarthMovin E=uiment# @EMEA• Size o3 oman! e.. eneralon#trution 8 minin8ontrator# 8 #ub ontrator#•oation-atin "meria

,ee* Pre3erene an**e#ire* relation#hi•Derational8 Funtional 8Finanial

"ttitu*e 8 $alue an*Mi##ion•o!alt! 8 Co-reation o3#ervie# an* value hain lok

Dimensionsof

Segmentation

Segme

Mean

;i#tin

Sizea

I*enti

Conte

Soure Phili Kotler 8 Kevin ane Keller 8 "braham Ko#h! Mithile#<ar ha8 14th



Segmentation Techni'uesSementation mo*el <hih <e an imlement in thi# #enarioo3 B2B #ervie *eliver! .

Nested Aroach

Criteria Descrition >ARIAB

Demograhics

Genera# and eas0 informationof the coman0 5 customer andIndustr0! Do not need to -isitthe customer or othercom#icated informationsources

@ =Industr0 Info7=

si2e= Custome

;erating>ariab#es

Enab#e more reciseinformation of customer &ithdemograhics categor0

@= Techno#og07=

and branduse

Customer caa

PurchasingAroach

In-o#-es the coman0hi#osoh0 5 their urchasingmethod and bu0er center

@= Purchasing forgani2ation

7= Bre#ationshi Genera# urchao#icies 5 =Purchasing crit

Situationa#,actors

In this oint &hat is imortantis the bu0ing situation ! Theseare oerating -ariab#es e!g!id#e time5 but are temorar0and need a betterunderstanding of the customer

@= rgenc0 of o7=Product

a#ication= Site of orde

Persona#Characteris

tics

Segment the mar/et accordingto the indi-idua#s in-o#-ed in

the urchasing rocess

@= Bu0er moti-7= I

ercetion

Ris/ )anagemstrategiesSoure Anderson5 D!5 S&eene05 D!5 3i##iams5 T!5 ,reeman5 6! and Shoesmith5 E!5 78895Stati#ti# 3or Bu

Eonomi#8 hom#on earnin 8 on*on8 En lan*

Per#onalCharateri#ti#SituationalFator#

Purha#in"roah

Deratin

$ariable#;emorahi#



Segments

Pro*ut

SuortBa#e*

• ;o it m!#el3 @ F#ement miratimake him anal!

o#t bene/tA•Gork <ith me• ;o it 3or me

Servie(e=uirement Ba#e*

• o< Prie•Gill /t

a#kBa#e*

•Minin• 'eneralCon#trution#• Sub ontrator#• 'overnment an*overnmentontrator#

Earth)o-ing

E'uimentIndustr0



Points ;f Dierentiation

P;D

rgenc0

ProductA#icat

ion

Site oforder

No ofmachine

sInsta##e

d



Points ;f Parit0

PDP

PMCS"H#

Monitorin

Fee*bak

Cometiti-e ad-antage



Cometiti-e ad-antagemode#Cateri##ar Attribute

'lobal an* Fa#t availabilit! o3#are art#oal *ealer eerti#e(eair 3ailitie#

Skille* tehniian5nmathe* *ealer *i#tributionhannel

Cometiti-e ?andscae• hir* art! ven*or# are not#ohi#tiate*•"3ter market #ulier rovi*e <ill /tart•<ork #ho ha* evolve* but not/naniall! #tron•Cometitor# like Komat#u rovi*e

Dierentiationad-antage•Servie throuh out atin"meria

•Conveniene 3or u#tomer

B>

Keeru

Strong Dea#ershi;ealer# inve#te* ininventor!Gare hou#eServie #ho

ool# in3ormation tehnolo!



Sources of#easure in

ser-iceEncounter

Sontaneit!Be attentive"ntiiate nee*#i#tenProvi*e In3ormationSho< Emath!

(eover!

"kno<le*e Problem

"oloize ake (e#on#ibilit!Elain Cau#ea!out Dtion

"*atabilit!(eonize the

#eriou#ne## o3 the nee*"ntiiateElain rule#Joliie#"ttemt to aommo*ate"*)u#t the #!#tem

Coini#ten r! to aommo*ateElain

Servie Enounter Plea#ure

Soure Servie Marketin b! $ " ?eit



Positioning CSA

a3#*Core

;eliht

Sati#/er

"vailabilit! o3 #kille* /el*tehniian

24% omlaint bookin

#ervie "rranin /nane <hile hih

rie oeration

Fee*bak *i#u##ion5*atin bu#ine## o<ner aboutmaintenane <ork

Monitorin o3 mahine on*itionE#timate* lo## *ue to ri#k o3unlanne* mahine *o<ntime

Cu#tomizable #ervie 3eature#Shoul* be #ol* alon <ith ro*ut(eular In#etionChanin o3 oil an* /lterSee* o3 #ervie Soure Servie Marketin b! $ " ?eithaml

Bui#ding Customer



Bui#ding Customer?o0a#t0

Interat <ith u#tomer

I*enti3! Moment o3

truthI*enti3! ke! *ei#ion

maker

Enae the u#tomin one on one *ialo

;o #urve! on #ite

Emo<er the 3ront line

Follo< u er#onall!

Clo#e the loo a# earl!a# o##ible

I*enti3! imrovementoortunit!

Gork ro## 3untionall!to a**re## the#trutural i##ue

Bain Coman! httJJ<<<.bain.omJon#ultin-#ervie#Ju#tomer-#trate!-an*-

Interaction

?earning

,eedbac/

Engage

Cu#tomer

o!alt!



ServLual aane#e

hilo#oh!-zero *e3et#8*oin it rihtthe /r#t time.

Lualit! i# a elu#ivean* an in*i#tintive

on#trut

Cro#b!

on3ormane tore=uirement

Intanibilit! heteroeneit! in#earabilit!.

Servie =ualit! i#more *iNult 3orthe on#umer toevaluate thanoo*# =ualit!.

Lualit!evaluation# arenot ma*e #olel!

on the

outome

#ervi

(e#ult 3romomari#o

on#umeeetation#

atual #erver3orman

LO P-E



Resu#t of E1#orator0 FuantitatiResearch

anibilit!

Ph!#ial3ailitie#8

e=uiment8an*

aearaneo3

er#onnel.

(eair3ailit!8<aitinarea8

uni3orm#8e=uiment

,o o3 item# -4

(eliabilit!

"bilit! toer3orm the

romi#e*#ervie

*een*abl!an*

auratel!

Problem/e* the/r#t timean* rea*!

<henromi#e*

,o o3 item# -+

(e#on#ivene##

Gillinne## tohel u#tomer#

an* rovi*eromt #ervie

"e##ibleno <aitinre#on*# to

re=ue#t#

,o o3 item# -+

"##urane

Kno<le*ean* ourte#!o3 emlo!ee#

an* theirabilit! to

in#ire tru#tan*

on/*ene.

Kno<le*e

mehani#

,o o3 item# -4

Emh!Carin

in*ivi*uaattention/rm rovit# u#tom

"kno<

e# u#tob! namremem

revioroble

an*re3eren

.

,o o3 ite4



Ser-Fua# and Customer ?o0a

Servie

Lualit!

Pro*utLualit!

Prie

Situational Fator#

Cu#tomerSati#3ati

on

Per#onal3ator#

Cu#tomer

o!alt!

(eliabilit!

(e#on#ivene## "##urane# Emath!

anible#

CustomerSatisfaction• Pro*ut 3eature#.• Cu#tomer

Emotion#.• "ttribute#.

• Peretion o3



Customer Satisfaction

• Sati#3ation i# a u#tomer# 3ul/llment re#on#e. It i# )u*ment

ro*ut or #ervie 3eature8 or the ro*ut or #ervie it#el38 rolea#urable level o3 on#umtion-relate* 3ul/llment.

• Cu#tomer# evaluation o3 ro*ut.

• It i# a *!nami onet8 taret that ma! evolve over time8 inuvariet! o3 3ator#- <hih <ill be *emon#trate* in the omin #liteam mate#.

• Cu#tomer Sati#3ation• Pro*ut an* #ervie 3eature#.

• Cu#tomer emotion#.

• "ttribute# o3 #ervie #ue## or 3ailure.

• Peretion o3 e=uit! or 3airne##.

(eliabilit!



E=uimentbuilt to la#t.

Better=ualit! o3

ro*ut an*#ervie

Maimumu time o3e=uiment

at minimumo#t.

ENienteet

manaement an*

eNient#ervie on

time.

Minimumri#k an*o#t 3or

unlanne*mahine

*o<n time

imel! oilhane an*

/lterhane 3orPM" an*

vi#ualmahine

in#etion

Davao3

teh

"##intehniianto eet to

*e*iate*l!<ork 3or au#tomer

See* o3

#ervie - b!benh

markinan*

3ollo<inthe

#tan*ar*#et

Imrove thetraine*

tehniian#in *ealernet<ork.

Sohi#tiate* roe##

an*#o3t<are

8tool# an*omonentrelaemen

t.

Provi*eromt

#ervie an*make #urethe o#t o3reair i#

minimum

(e#<

=u

urel

(eliabilit!

(e#on#ivene##

"##urane



e=uimentu an*

runnin at

the lo<e#to##iblerie.

Short term

a7or*abilit!

I*eal<orkin

#tate o3 the

e=uimentin min o#t

Ma u-time an*

imrove*ro*utivit!.

'eneo3 #uretu

lo<#!#ter

Fa#ter re#on#etime an* timel!reair an* make#ure u#tomer*oe#nHt mi##an! *ea*line.

Fee*bak*i#u##ion <iththe u#tomer

3or hiherinvolvement

Fleible

ontrat#.Cu#tomize*ontrat# in

term# o3 lenth8o#t an*

ontent 3or themi*-raneu#tomer#.

Ca#h o<limitation

Provi*e re*itba#e* #ervie.

;o it 3othe u

#hoe# are#

"##urane

Emath!



ih=ualit!tool#u#e*8

#ohi#tiate*

roe##.

Lualit!e=uimen

t art#

ih=ualit! oilan* /lter#3or PM".

Fiel*tehniian

an* the#ervierovi*e.

;ealer#ale# an*maintenan

e #ale#3ore.

"va

trte

anibilit!



Benhmarkin

•

De(nition a ontinuou#8 #!#temati roe## 3or evaluatioro*ut#8 #ervie# an* <ork roe## o3 an oranization thatbe reonize* a# rere#entin be#t ratie# 3or the uro#oranizational imrovement.

• hree #te# in benhmarkin• Identif0ing the be#t er3ormer#.• Setting benhmarkin oal#.•

Im#ementation.• Dne benhmarkin oal# are #elete*8 the =ue#tion on #ett

oal# #till remain#• o< muh #ervie =ualit! #till be imrove*>

• Benhmarkin oal# #houl* be mea#urable8 attainable an*ationable.

• In auto #ervie in*u#tr! 8 the #ervie =ualit! a bet<een

#ervie rovi*er are artiularl! lare an* #ervie rovi*er#<ithin our# 3re uentl .

C # # ti f S F # d



Ca#cu#ation of Ser-Fua# andBenchmar/ing

• ServLual omri#e# 22 item# @ikert-t!eA <ith the /ve*imen#ion#.

• Eah item in #erv=ual in#trument i# o3 t<o t!e• Mea#ure Eetation @EA• Peretion o3 the #ervie.@PA

Fua#it0 GAP <F= P E

• HF rovi*e# the overall =ualit! ratin.

HF can be used to• rak #ervie =ualit! tren*# over time.• Comare branhe# <ithin a bank or buil*in #oiet!.• Comare an oranization <ith it# ometitor#.• Cateorize u#tomer# into ereive* =ualit! #ement#.• Ba#e* on their in*ivi*ual SE($L5" #ore#.

Dimensions of Ser-Fua#



Dimensions of Ser-Fua# )easures

aniblilit! 11Q

Emath! 1&Q

(e#on#ivene## 22Q(eliabilit! 62Q

"##urane# 19Q

P(D$I;E( '"P 2 SE($ICE I,,D$"ID, ",; ;ESI',



P(D$I;E( '"P 2- SE($ICE I,,D$"ID, ",; ;ESI',



• e## number o3 CS"• CS" are not bran*e*

• Create* in an a* ho manner

PoorServie

;e#in

• Promi#e* but eetation# arenot met• oerationall! 3ou#e* but not

#ervie *riven

Cu#tomer;riven

#tan*ar*#

• Cu#tomer interat# <ith #ale#eole• Ghat to o7er an* *eliver• Countrie# Culture8 a<8

Struture

Ina*e=uate

Ph!#ialevi*ene

an*#ervie#a

e

Cu#tomer *eriver #ervie *e#in #tan*ar*#

Coman! eretion# o3 Cu#tomer

Eetation#



FDGC"(

A: Pro-ision of



,ee*CS">

!eo3

CS"

I# u#tom-izationnee*e*>Provi*e *etail# o3

u#tomizationthat an be

o7ere*

Gillin tobu!>

"eta!ment an*

obtain theareement

3orm

5*ate#u#tomer or*er

"** u#tomize*#ei/ation# to

the CS"

Gillin tobu! a3ter

u#tomization>

A: Pro-ision ofCSA

Re#

Re#

Re# ,o

,o

, o

Re#

,

B: CST;)ER BYS A NE3



Cu#tomer

re=ue#t# a ne<ro*ut

In3ormation about

ro*ut i# #hare* a3terhekin availabilit! o3the ro*ut

I#u#tome

r <illinto bu!the

ro*ut>

;ate i# iv

an* the roui# lanne*

Cu#tomeveri/e# thloation an

*ate

"roval i#ma*e an* the

art# are

#hie*

Cu#tomerveri/e# onreetion

"

B: CST;)ER BYS A NE3PR;DCT

R

,

,?;3C%ART



Pro*ut#ale orPro*ut#uort

#ale>,e<u#tom

er

Dbtain *etail# o3 theu#tomer8 rovi*e thei*enti/ation number

3or 3uture re3erenean* u*ate the

u#tomer ro/le inthe u#tomer lo.

B

$eri3!re*ential

B

,ee*CS">

"

$ere*

"

Re#

Re#

,o

,o

Pro*ut

Pro*utSuort

,?;3C%ART

B5E P(I, " ,EG C5SDME( FD( "P(D;5C S"E



ine o3 interation

ine o3 vi#ibilit!

ine o3 internal interation

Customer Actions

;nstageContactEm#o0eeAction

Bac/stage ContactEm#o0ee Action

Suort Processes

Cu#tomerre=ue#t##ervie

(e=ue#t*ata to thelient

Chekavailabilit!

Cu#tomeraree# to the*a! o3 vi#it an*rovi*e#e=uiment

loation

Chek route 3orthe lient#.Createeonomialroute vi#itin

Den <ork or*er8#earh ontrat8/ll re=ue#t an**eliver to thea##i#tant

"liationGizar* oen#

al! 3orPa!ment

I3 *enie*veri3!motive#an*ontat theu#tomer

d

e n i e d

aroval rint8or*er #tatu# i#hane* tooen .

A c c e t

Cart

Pa

s

Rouoan<e=hain

Cvl

Ph0sica# E-idence

Con/rm vi#it *atean* loation o3 thelient

Gell e=uuni3ormetehnii

,e<Cu#tomerre=ue#t##ervie

Dbtain thelient*etail#

Create theu#tomeri*enti/ation number

5*ate#theu#tomer#ro/le li#t

Dbtain#theu#tomerI;

(eeive# theI;

In3ormthe lientaboutCS"

Ma!aet theareement

F1

F2

Pro*utan* CS"atalo

I; number "reement

B5E P(I, ", D; C5SDME( FD(" P(D;5C S"E



ine o3 interation

ine o3 vi#ibilit!


Customer Actions



Suort Processes

Cu#tomerre=ue#t# #ervie

(e=ue#t*ata to thelient

Chekavailabilit!

Cu#tomeraree# to the*a! o3 vi#it an*rovi*e#e=uiment

loation

Chek route 3orthe lient#.Createeonomialroute vi#itin

Den <ork or*er8#earh ontrat8/ll re=ue#t an**eliver to thea##i#tant

"liationGizar*oen#

al! 3orPa!ment

I3 *enie*veri3!motive#an*ontat theu#tomer

d

e n i e d

aroval rint8or*er #tatu# i#hane* tooen .

A c c e t

Cart

aa

Rouoan<e=hain

Cvl

Ph0sica# E-idence

Con/rm vi#it *atean* loation o3 thelient

Cu#tomerre=ue#t#authentiation

Dbtain thelient I;an* enterinto the#!#tem

Cro##hek# there*ential#o3 theu#tomer

In3ormthe lientaboutCS" 3orthe ne<an*ei#tinro*ut#

Ma!aet theareement

Obtain the list

of products

used from the

customer

profile

Gel<eltehtru

Pro*utan* CS"atalo

"reement

F6 F4

B5E P(I, C5SDME( FD( "P(D;5C S5PPD( S"E @CS"A



Cu#tomerre=ue#t#ro*ut#uort

Dbtain thelient I;an* enterinto the#!#tem

Cro##hek# there*ential#o3 theu#tomer

Cu#tomerreeive#

areement

ine o3 interation

ine o3 vi#ibilit!


Customer Actions



Suort Processes

Ph0sica# E-idence

Elaborate#the t!e o3

CS"

Cu#tomization otion#

areelaine* i3

nee*e*

Choo#e# theCS"

Sin# theareement

(eeive# theareement

3orm

5*ate# theu#tomer

ro/le

"reement

CS" atalo "reement

F+

B5E P(I, P(D;5C S5PPD(@CS"A



Dispatches

the

mechanical

technician

Eit 'ui*e i#*eveloe* 8<ork or*er i#enable*

Fiel* #heeti# /lle* 8<alk aroun*

Mehanier3orm#maintenane8in#etion# an*takin oil#amle#

Cu#tomerreeive# an*#inature /el*#heet

(eeive /el*#heet

reort tbrouhtu#tome

lient rereort

(eFiel* #heet @ #heetvi#itA

(eort ireeive*

(eort i

ine o3 interation

ine o3 vi#ibilit!


Customer Actions



Ph0sica# E-idence

Suort Processes

F&

Cu#tomerrovi*e#3ee*bak

F%

Feedback is recorded



Customer De(nedSer-ice Standards



C t D ( d S i St d



Customer De(ned Ser-ice Standar

• $er! 3e< CS"# <ere reate*8 bran*e*8 o#itione* an* markete* ba

timin8 ri#k re*ution8 relation#hi or onveniene the! rovi*e* to

Problem

- Cu#tomer ;i##ati#3ation *ue to neativel! ereive* #ervie =uali

Po##ible Solution

- Sementation an* u#tomization o3 #ervie.



Frame<ork 3or Marketin Manaementb! Kotler

Customer De(ned Ser-ice



Customer De(ned Ser-iceStandards

• CS"# varie* aro## *ealer#hi# an* o3ten aro## u#tomer# <ithin *ealer#hi#.

Problem#

1. Ghat to eet> "*vantae# o3 CS"#>

2. Emlo!ee# unlear about <hat to o7er <hom>

Po##ible #olution

6. Stan*ar*ization ba#e* on #ement# i*enti/e*.

-. Critial element# o3 a #ervie are er3orme* a# eete*.

-. ar* Stan*ar*#

- So3t Stan*ar*#

2. D7er 6 akae# - Ba#i8 eten*e*8 Suerior

%ard and Soft Standards



%ard and Soft Standards

• 9+Q reair #ue##

• Servie #tatu# rovi*e*<ithin 1 min o3 en=uir!

ar*Stan*ar*

#

• horouh elanation o3overae8 hare# an*<ork *one

• Servie nee*# ourteou#l!i*enti/e* an* veri/e* <ithu#tomer#

So3tStan*ar

*#




Standards

• Sale# eole <ere not the emlo!ee# <ho o7ere* CS"#.

Problem#

1. Emlo!ee# *onHt kno< <hat to o7er.

2. Cu#tomer eetation# an* reation# not kno<n

Po##ible Solution6. Formal 'oal Settin Proe##

4. Emlo!ee emo<erment to ertain level




Standards

• ;ealer# ha* *i7erent oinion# on <hat u#tomer# eete* a

mea#urement to #tan*ar* <a# not ature* eet on a* hoProblem#

1. Cu#tomer #ati#3ation i# not kno<n

Po##ible Solution

-ar* mea#urement#

@#ee* o3 #ervie8 mahine on*ition reort A

-So3t mea#urement#

@relation#hi #urve!#8 3ee*bak mehani#m#A






Standards

• ;ealer#hi# <ere inon#i#tentl! oranize* in #ilo#-#ale#8 ro*u

#uort8 art#-an* interate* inon#i#tentl! <ith eah other alanne* toether.

Problem#

- ;iNult to un*er#tan* u#tomer re=uirement#

- ;e#in inon#i#tent <ith ro*ut o7erin

Po##ible Solution#

- Funtional Interation8 Formal ;oumentation.

- Simle interate* #!#tem u*ate an* to kee trak o3 u#tom




Standards

• atin "merian ountrie# <ere *i7erent in #truture8 ult

la<#8 makin the #harin o3 ratie# le## than i*eal.

Problem#

- ;iNult in ratiin #tan*ar*#

Po##ible Solution#

- ;i7erent #tan*ar*# an* u#tomization

CSA designed for a## custom



CSA designed for a## custom

• Sinle mahine8 entire eet 3or at an* non-at

e=uiment• Fee*bak to urchasers about mahine on*iti

otential i##ue# an* reommen*ation#

• $i#ual mahine in#etion8 Monitorin on*ition mahine#8 Fee*bak *i#u##ion# <ith u#tomer#*oumente* #houl* be available 3or ae## b!emlo!ee# an* u#tomer#

• Fleet rental# #houl* be ma*e available.

,or seci(c segments



,or seci(c segments

Minin Sement

• In time *eliver!o3 #ervie

• Servie toometitor

e=uiment• Fiel* Servie to

maimize u-time

'eneral Con#trutio

• Fleible a!mentotion#

• In#etion CS"8Preventivemaintenane CS"

• Fleet rental# ineak on#trution#ea#on



E#ements of Ph0sica# E-iden



E#ements of Ph0sica# E-iden

Ser-ice Fua#it0 and Product



Ser-ice Fua#it0 and Product

Soure Servie Lualit! an* Pro*utivit!- " S!nereti Per#etive b! ".Para#uraman

Tangib#es



Tangib#es

• Clearl! *e/ne* #ervie akae#.

• ool# an* e=uiment nee*e* 3or #erviin #houl*be available <ith the tehniian#.

• 5#e o3 late#t tehnolo! to *iano#e an* *eliver.

• Better interation an* interation bet<een*i7erent *eartment#- #ale#8 ro*ut #uort8art#8 et

• In#tallation o3 C(M #!#tem.

se of Techno#og0



se of Techno#og0

Soure 5n*er#tan*in Cu#tomer (elation#hi Manaement- Peole Proe## an* ehnolo!8 In)azz .



3EBSCAPE

Source: Jean-Philippe Galan and Christine Gonzalez !""#$ %&'e(scape: a )heoretical *ramewor+ o 'e( Son Consumers. /esponses&

Problem CS" #ellin material# *i* not ei#t 3or them to



Problem CS" #ellin material# *i* not ei#t 3or them toun*er#tan* <hat <a# o##ible an* <hat otion# to o7er.

Solution

1.Stan*ar*ization o3 #uort roe##e#

2.rainin the emlo!ee#

nderstanding Ser-icescaeE t



Eects• Environment Surve!#- "#k eole @u#tomer# or emlo!eto ere## their nee*# an* re3erene# 3or *i7ereenvironmental on/uration#.

• ;iret Db#ervation- raine* ob#erver# make *etaile* note#environmental on*ition#.

• Eeriment#- 'rou# o3 u#tomer# eo#e* to *i7ereenvironmental on/uration# an* their reation# mea#ure*

• Photorahi Bluerint#- Provi*e a vi#ualization o3 the #ervto the u#tomer at eah #te an* are u#e3ul 3or unambiuo*oumentation o3 the h!#ial evi*ene o3 the #ervie.

Ph0sica# E-idence Strateg0



0 g0

• (eonize the #tratei imat o3 h!#ial

evi*ene• Ma the h!#ial evi*ene o3 #ervie

• Clari3! the role# o3 Servie#ae

• "##e## an* i*enti3! h!#ial evi*eneoortunitie#

• 5*ate an* mo*ernize the evi*ene

• Gork ro##-3untionall!

•Communication Skills needed•Extra services provided should be inormed•!aintain records o customer machines" servicecontracts



Inverte*Servie

Marketin rianle

Providers Customers

Company

Interative

Marketin

Internal Marketin Eternal Marketin

• Sessions about CSA to

customers by Sales Expe• Report to customers abo

executed services• Train dealers to sell

intangible services• Bundle CSA with produc

contracts•!inimum number o dedicated technicians at alltimes•Easy accessibility or customer

• #ncrease teamwork andcommunication between

departments•#ncrease supply o $ualiied

ield technicians•%ormal Training& !entoring

• 'edicated teams ande$uipment

• Reports to supervisors

(er)ision



Competeor Talent

Prepare

People toPerorm

StressTeam Play

!easureand

Reward

*everage%reedom%actor

+now Thy#nternalCustomer

"ttratin;eveloinMotivatinan* retainin=uali/e*emlo!ee#

Soure South<e#t "irline# Internal Marketin Mo*el

• ,enerate a service culture in the organi-ation and make the employees understathe importance o their oering o services to customers.



(er a )isionthe importance o their oering o services to customers.

Compete orTalent

•

!ake Extensive Eorts to hire the right people

Prepare Peopleto Perorm

• Employ special trainers to train existing employees in interactive skills• %eedback rom customers and peers to improve perormance

Stress TeamPlay

• #ncrease coordination between existing departments• Stress upon cross training o employees



Mea#ure an*(e<ar*

• Recognition and praise or positive behaviour• Special incentives or taking training sessions to /uniors• Special rewards or employees in case o positive eedback

rom customers• #ncentives or selling CSAs

everaeFree*omFator

• Employees are the brand and the marketers• Encourage and allow them to take decisions to meet customer

demands

Kno< h!Internal

Cu#tomer

• +now more about the customer re$uirements• ,enerate ideas to address these needs

Eective Customer Participation

•#llustrate the importance o customers in successul service delivery



•#nteract with individual customers to improve your knowledge and build stronger relation

•Customer Care Centre should be developed on each dealership

'eine Customer Roles

•Clearly speciy their problem.

•Regular calls to the customers to know about their current service renewal

•Provide them with customer care contacts

•Single point o contact between company and client

Recruit Educate and Reward Customers

•Reward customers or proper eedback

•(er them incentives to extend their CSAs

•Educate the customers about the inancial options available

•Clearly deine wait times or the customers in dierent segments

•Share the beneits reaped by the existing CSA customers

0igh 'emand

0ire Part time technicians



Cross train employees so they can work across dierent domains

(er incentives to employees to work over time

'edicated teams and e$uipment during peak times

#nternal communication channel like portals to improve coordination between teams

1se previous standardi-ed reports to enhance services subse$uently

Set priorities or emergency re$uirements

1se entry level technicians or basic problems and proceed to expert technicians

Shit system in dealership during peak times

*ow 'emand

(er beneits in services during no peak times

Regular mandatory checkups can be conducted

Employee training can be organi-ed

#nteract with customers and oer customi-ed CSAs

"**re##

INTEGRATED SER>ICES )AR$ETINGC;))NICATI;NS



ServieIntanibili

t!

ManaeServie

Promi#e#

ManaeCu#tomerEetatio

n#

ManaeCu#tomerE*uation

ManaeInternalMarketin

Communiation

Goa#: Ser-ice De#i-er0 Promises

ADDRESS SER>ICE INTAN

Rour e=uiment i# in CaterillarT

Sho<in anible# Servi

In#etion (eommen*

Featurin #ervie ommuniation#

Gor* o3 Mouth threlation#hi#

Clearl! ommuniatin tho3 #ervie an* Lualit!on*itione*A

)ANAGING SER>ICE PR;

Per#onal Sellin o3 CS"#

;iret marketin to #e

Short-term inentive# CS" o7erin#

"**re##i

INTEGRATED SER>ICES )AR$ETINGC;))NICATI;NS

)ANAGING CST;)ER E



ServieIntanibili

t!

ManaeServie

Promi#e#

ManaeCu#tomerEetatio

n#

ManaeCu#tomerE*uation

ManaeInternalMarketin

Communiation

Goa#: Ser-ice De#i-er0 Promises

)ANAGING CST;)ER E

Ghat reair# an be arr

Servie uarantee# bet<een See* Lualit!

EDCATING T%E CST;)

In3ormin <here the E=u

Kno<le*e on 3re=maintenane

;ei#ion maker i# *i7ere

u#er)ANAGING INTERNAC;))NICATI;NS

E7etivel! ommuniatinthrouh MPC#

(e*uin the a# be#ale#8 Part #ale# E=uim

PRICING ;, CSAs K SER>ICE TIERING)ethodo#og0 ,

Pricing



TIER K III

ih Prie are Cu#tomer#ihl! Cu#tomize*

TIER K II

Sati#/er# Some Premium# Me*ium-Size* on#trution u#tomer#

Cu#tomize* to #ome etent

TIER ICore Servie# o< Prie Small

Cu#tomer# Stan*ar*ize*

$alue i# the =ua

rie I a!T $alu

Seon* ;eree P

;i#rimination

Sementation

@Cu#tomer Pere

;eman* Ela#tiit

ier#

I*enti3!in Sare

re=uire* 3or *i7e

Pro*ut# o7ere*

Store* *ata on C

urha#e# Fre=

BA?ANCED PER,;R)ANCE SC;RECARD

,INANCIA?



,INANCIA?)EASRES

1. Sale# o3 CS"#

2. "urate Bu*etin

6. Cre*it Poliie#4. "##et turnover Finanial leverae

;PER)EA

1. Part# u

2. ime utimehani#

6. Inventor

4. Proe## INN;>ATI;N

?EARNING

1. ehnoloialInnovation#

2. Emlo!ee @ehniianA#kill#

6. ime to e#tabli#hrelation#hi#

CST;)ERPERSPECTI>E

1. Co#t (e*utionmea#ure#

2. Cu#tomer Sati#3ation

6. Gor*-o3-Mouthommuniation o!alt!



T%AN$ Y;

Documents

Caterpillar PPT 2