chapter 13 designing and managing services: top ten concepts
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DESIGNING AND MANAGING SERVICES
Luis Enrique JosonJanuary 5, 2010
Top 10 Concepts
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Outline: Services…
1. What are these?2. Are everywhere!3. Have Different Mixes4. Vary in many ways (how?)5. Have 4 characteristics
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Outline:Services…
1. Need Holistic Marketing2. Should meet and exceed3. Involve best practices4. Take care of the customer5. Are brands too!
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1: What Are Services?
Intangible
Does not result in the ownership of anything
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2: Services Are Present Everywhere
SERVICES
Government
Manufacturing
Retail
Business
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3: Have Different Categories of Service Mix
Pure tangible good Good with services Hybrid Major service/minor good Pure service
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4: Services Vary In Many Ways
Equipment-based vs People-based
Processes
VS
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4: Services Vary In Many Ways
Personal need vs Business need
Objectives and ownership
Evaluation
Experience
Credence
Search
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5: What Makes Services Distinct?
Intangibility How to market? Manage the
evidence!
Inseparability Interact, work with large groups
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5: What Makes Services Distinct?
Variability How to market? Lower risk
perception!
Perishability RIGHT – services, customers, places,
times, prices
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6: The Need For A Holistic Marketing
Internal Marketing
Interactive Marketing
External Marketing
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7: Managing Service Quality
Customer Management ExpectationPerception
Management Service-QualityPerception Specification
Service-Quality Service DeliverySpecification
Service Delivery External Communications
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7: Managing Service Quality
Perceived ExpectedSERVICE SERVICE
Aim not only to meet but to exceed!
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8: Apply the Best Practices
Be “customer obsessed”
Committed management
High Standards Monitoring Systems
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8: Apply the Best Practices
Customer-convenience
Satisfy Customer Complaints
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9: Take Care Of The Customer
Employee
Satisfaction
Customer Loyalty
EXCELLENT SERVICE
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10: Marketing Is Important For Service Brands
Differentiate Identify your target
Service brands are intangible
BRAND RECALL BRAND PERSONALITY
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Summary: Services…
1. Are Intangible2. Are Everywhere3. Have Different Mixes4. Vary 5. Are Distinct
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Summary: Services…
1. Need Holistic Marketing2. Should be coherent3. Must use the best4. Take care of everyone5. Are brands
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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