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Client Servicing

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7 Ps of services- Elements of theServices Marketing Mix

7Ps0f the Services Marketing Mix

The original 4Ps

Product elements

Place and time

Promotion and education

Price and other user outlays

Adding Three New Elements Process

People

Physical Evidence:

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Moments of Truth

The phrase Moments of Truth was popularized by the CEO

of Scandinavian Airlines, Jan Carlzon.

All encounters or transactions where the customer interactswith the company (anyone representing it) are moments oftruth

You have the ability to either satisfy or dissatisfy them whenyou contact them.

These moulds the customers opinion about the company.

If these moments could be well managed, the result would bea great service company and a happy customer.

A service recoveryis satisfying a previously dissatisfiedcustomer and makin them a lo al customer.

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GAP Model of Service Quality

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Perceived Service Quality

Word of

mouth

Personal

needs

Past

experience

Expected

service

Perceived

service

Service Quality

Dimensions

Reliability

Responsiveness

Assurance

EmpathyTangibles

Service Quality Assessment

1. Expectations exceeded

ESPS (Unacceptable quality)

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Service Quality Gap Model

Customer

Perceptions

Customer

Expectations

Service

Delivery

Service

Standards

Management

Perceptions

of Customer

Expectations

Managing the

Evidence

Conformance Service Design

Understanding

the Customer

Customer Satisfaction

GAP5

Customer /

Marketing ResearchGAP5

Conformance

GAP5

Communication

GAP5

Design GAP5

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5 Gaps of GAP Model

The following are the five gaps:

GAP 1: Not Knowing what customers expect

GAP 2

:The wrong service quality standards

GAP 3: The Service Performance Gap

GAP 4: When promises do not match delivery

GAP 5: Expected Service-perceived Service Gap

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Stages in the client-agency relationship

Pre-relationship stage

Development stage

Maintenance stage

Termination stage

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Why Agencies Lose Clients

Poor performance or service

Poor communication

Unrealistic demands by client

Personality conflicts

Personnel changes

Changes in size of client or agency

Conflicts of interest

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Building a better Relationship

Principles for Building a Better55Relationship with Your Agency

Inculcate a spirit of partnership.

Be wary of change for changes sake.

Make sure your agency is making a fair profiton your account.

Make the agency totally absorbed in thecompanys product, the people, and the

corporate culture.Create an environment of experimentationand be prepared to pay for failure.

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Building a better Relationship

Principles for Building a Better55Relationship with Your Agency

Treat the agency people well.

Agree on a clearly defined obj. for adv.Keep approvals simple, disapprovals kind.

Make the agency responsible for theadvertising and give it the authority it needsto be responsible.

Give the agency a formal evaluation every

year.

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Thank You