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Designing and managing services
Based on the book, marketing management by Kotler et. Al.
What are the new service realities ?
Sia, Setting standards in the aviation industry globally for years!
Customer empowerment
• Customer more empowered now than ever before!• Demands access to unbundled
services• Uses the internet and social media as
its voice• Eg: united breaks guitars
• Improve quality by following the basic principles• Improve service design• Listen to the customer’s needs• Enabling quick recovery from failures• Training employees to handle
customers well• Servant leadership
Customer co-production
1. Redesign processes and redefine customer roles to simplify service encounters
2. Incorporate the right technology to aid employees and customers
3. Create high-performance customers by enhancing their role clarity, motivation, and ability
Reminds policyholders to suspend car insurance while on active military duty overseas.
4. Encourage “customer citizenship” so customers help customers
Golfers helping fellow golfers follow the rules
Satisfying employees as well as customers is key
• Pamper customers.• Accurately read customer needs.• Develop a personal relationship with the customers.• Deliver quality service to solve customers’ problems.
Credits & References
• Flickr.com • Images.google.com
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