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DESIGNING AND MANAGING SERVICES

Luis Enrique JosonJanuary 5, 2010

Top 10 Concepts

Outline: Services…

1. What are these?2. Are everywhere!3. Have Different Mixes4. Vary in many ways (how?)5. Have 4 characteristics

Outline:Services…

1. Need Holistic Marketing2. Should meet and exceed3. Involve best practices4. Take care of the customer5. Are brands too!

1: What Are Services?

Intangible

Does not result in the ownership of anything

2: Services Are Present Everywhere

SERVICES

Government

Manufacturing

Retail

Business

3: Have Different Categories of Service Mix

Pure tangible good Good with services Hybrid Major service/minor good Pure service

4: Services Vary In Many Ways

Equipment-based vs People-based

Processes

VS

4: Services Vary In Many Ways

Personal need vs Business need

Objectives and ownership

Evaluation

Experience

Credence

Search

5: What Makes Services Distinct?

Intangibility How to market? Manage the

evidence!

Inseparability Interact, work with large groups

5: What Makes Services Distinct?

Variability How to market? Lower risk

perception!

Perishability RIGHT – services, customers, places,

times, prices

6: The Need For A Holistic Marketing

Internal Marketing

Interactive Marketing

External Marketing

7: Managing Service Quality

Customer Management ExpectationPerception

Management Service-QualityPerception Specification

Service-Quality Service DeliverySpecification

Service Delivery External Communications

7: Managing Service Quality

Perceived ExpectedSERVICE SERVICE

Aim not only to meet but to exceed!

8: Apply the Best Practices

Be “customer obsessed”

Committed management

High Standards Monitoring Systems

8: Apply the Best Practices

Customer-convenience

Satisfy Customer Complaints

9: Take Care Of The Customer

Employee

Satisfaction

Customer Loyalty

EXCELLENT SERVICE

10: Marketing Is Important For Service Brands

Differentiate Identify your target

Service brands are intangible

BRAND RECALL BRAND PERSONALITY

Summary: Services…

1. Are Intangible2. Are Everywhere3. Have Different Mixes4. Vary 5. Are Distinct

Summary: Services…

1. Need Holistic Marketing2. Should be coherent3. Must use the best4. Take care of everyone5. Are brands

My Conclusion: Designing and Managing Services

Adapt, innovate, and be specificto expand and reach the targets

CUSTOMER = COMPANY = SERVICE

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DESIGNING AND MANAGING SERVICES

Luis Enrique JosonJanuary 5, 2010

Top 10 Concepts