presentación marketing de servicios (inglés)

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“Service Marketing”Desales University

Rodolfo Cremer www.marketingdeservicios.com

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whatdo youexpect?

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agenda

1. What is Marketing (a XXI century view)

2. What is Service (and why it fail)?

3. What is Quality (and how to manage it in services)

4. Marketing (XXI) + Service + Quality

Rodolfo J. Cremer, Phd (c)Director and professor of Strategic Marketing and Service Marketing at undergraduate & postgraduate schoolUniversidad Peruana de Ciencias Aplicadas - UPC

Doctorando (Phd) in Business Administration in Universidad Politécnica de Cataluña, Spain. MBA by the UQÀM (Université du Quebec à Montreal), Canada, and MBA by the Universidad San Ignacio de Loyola (Lima, Peru). In both MBA programs occupied the first place in his promotion.

Actually, is the Director of the Working Adult Program at the UPC (Universidad Peruana de Ciancias Aplicadas) and Director of the Instituto de Marketing de Servicios (IMdS) for Peru, Spanish company leader in relational marketing and services strategies. He is also director of InnovAcción, company of the ACP group, leaders in microfinances in Latin American.

Professor Cremer is lecturer of Strategic Marketing and Service Marketing at UPC Undergraduate and Graduate School, and has been lecturer in subjects as strategic planning and balanced scorecard, loyalty programs and service marketing strategies in other universities, master programs and postgraduate schools, as well as in open seminaries. He was also lecturer in the international event BALAS 2006 (Business Association of Latin American Studies) and in the XI Seminary and I International Congress of Marketing and Advertising in Bucaramanga, Colombia (2007).

He is Business Administrator with more than 15 years of professional experience in multinational companies of consultancy, commercial and services, where it has held the positions of director, marketing manager and commercial manager. Its professional experience is concentrate in subjects as strategic planning and the construction of commercial and marketing plans, and developing loyalty programs (CRM). He has worked for companies such as Pepsico, Price Waterhouse Coopers, Yamaha Motor of Peru, Kawasaki, Suzuki of Peru, General Motors, Mibanco, Los Delfines-Summit Hotel & Casino, Banco Financiero, Atlantic City Casino. He has developed consultancy programs and in-house seminaries for Interbank, Nissan, LAN, Asosiación Peruano-Britpanico, Constructora Líder, Impulse Telecom, Belcorp, Telepónica, Prosegur, among others.

When we are in a learning process our mind should work as a parachute

It’s better when is It’s better when is open.open.

please do me…

One favor

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well

“What is marketing?”

And what is…

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1 de cada 4 empresas españolas (25.4%) prevé perder este año entre el 10% y el 30% de sus clientes.

Encuesta a más de 2.000 directores generales, directores comerciales y directores de Marketing de las más relevantes empresas nacionales y multinacionales de varios sectores.

El 19,9% de las compañías cree que perderá entre el 10% y el 20%.

Mientras, un 5,5% prevé que la tasa de abandono se situará entre el 20% y el 30%.

7% de las empresas consultadas admite que su tasa de churn puede dispararse por encima de un alarmante 30%.

Numerosas empresas optan por asumir tasas de abandono de forma natural, redoblando sus esfuerzos de captación de nuevos clientes.

La estrategia aconsejable, sin embargo, es la de definir y aplicar Estrategias de Prevención del Churn, que pasen por el establecimiento de planes de Fidelización y Retención de Clientes.

Introducción

Fuente: IMdS. www.marketingdeservicios.comDon’t worry

is not in

spanish!

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Introduction

Source: IMdS. www.marketingdeservicios.com

1 of each 4 Spanish companies (25,4%) anticipates to lose

this year between 10% and 30% of its customers.

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19.9% of the companies think that they will lose between 10% and 20%.

While, a 5.5% anticipate that the rate of abandonment will be placed between 20% and 30%.

7% of the consulted companies admit that its rate of churn can go over an alarming a 30%.

They “choose” to assume rates of abandonment (churn) in a natural form, redoubling their efforts (focusing on) to pick up new customers

Introduction

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“Service is our main product”

a store message during our travel between Bethlehem and Allentown

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Consulted on the reason for abandonment, 73% of the consumers alluded to "customer service" like the main reason, against 21% of the managers.

50% of the managers attributed to the factor price the flight of customers, while only a 24% of the “desertor customers" alluded to the prices like detonating.

This disparity speaks by itself on the understanding effort that is forced to be made in the companies (if they want to stop the "sangría" of customers) and to know exactly how to retain them.

Introduction


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What

happend?[where is marketing]

What is “Marketing”?

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Marketing

Es un proceso socialproceso social y de gestióngestión a través del cual los individuosindividuos y grupos obtienen lo que grupos obtienen lo que necesitan y deseannecesitan y desean, creando, ofreciendo e intercambiando productosproductos, bienesbienes y serviciosservicios de de valor para otrosvalor para otros..

Según Philip Kotler

Marketing (and it’s traditional definitions)

It is a social & management process through what the individuals

and groups obtain what they need

and wish, creating, offering and

interchanging products, goods and services of value for others.

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Marketing

Según Jerome McCarthy

El marketing contribuye decisivamente a ofrecerle a los clientes bienesbienes y serviciosservicios y, en términos más generales, a lograr su lograr su satisfacciónsatisfacción. En una palabra la satisfacción del cliente es la medida en que una compañía atiende sus atiende sus necesidadesnecesidades, deseosdeseos y expectativasexpectativas..

Marketing decisively contributes to offer to the clients goods and services, in more general

terms, to obtain its satisfaction.

In a word the customer satisfaction is the measurement in which a company takes care of its needs, desires and expectations.

Marketing (and it’s traditional definitions)

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La paradoja de lasatisfacción


(The paradox of satisfaction)

Why

marketing is not satisfaction?

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““satisfaction issatisfaction is NOTNOT loyalty”loyalty”

Completely Satisfy

Completely Satisfy Very SatisfyVery Satisfy SatisfySatisfy Very UnsatisfyVery Unsatisfy Completely

Unsatisfy

Completely Unsatisfy

80%10% 10%

80% + 10% = 90%Churn factor = 75%

It only renews with the same brand 15%

La paradoja de la satisfacciónIn the automobile industry …


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4PProductPricePlacePromotion

Mentality of management dominated by the optics of the supply (point of view of the offer)optics of the supply (point of view of the offer)

The “service companies” not even were seen like “service producers”.

El nacimiento del marketingThe Birth Of Marketing


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El nacimiento del marketing


The Birth Of Marketing

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El nacimiento del marketing


The Birth Of Marketing

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So there was no other option …

The services did not have more remedy

than to adopt marketing as it had been

conceived for products.

Marketing Evolution …

(in spite of the evident

differences between products and services)


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The intangibility [of the service]

Simultaneity production–consumption

Production Process

Contact company–client

Heterogeneity of the services, and

Participation of the client [in the service production process]

The 6 Key Differences Between Products and Services


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Pure adoptionI Born

4Ps

ApplicabilityIII adaptation

TraditionalMarketing

InternalMarketing

RelationalMarketing

A freedom shoutII Evolution1977: “Breaking Free From Product Marketing”(Liberémonos del marketing de productos)G. Lynn Shostack, Vicepresidenta del CitiBank

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Marketing Evolution …

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For Shostack, the key criteriakey criteria is: ApplicabilityApplicability

The fundamental function of marketing is to maintain the relation between the company and its market.

But in a production company the customer practically does not make contact with “the company” [and when he does, he is under the control of the organization].

Nevertheless… in the service company all the employees make contact with the customer.

Marketing “Aplicability”: The key Factor!


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so…so…

It is necessary It is necessary

a a differentdifferent approachapproach

(tridimensional)(tridimensional)

The Aplicability Stage


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TraditionalMarketingComunicate the promise

InternalMarketingallow to give the promise (fulfills)

RelationalMarketingDelivery the promise and manages the relation

New Tridimensional Marketing Perspective

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MarketingTradicionalcomunicación de la promesa

MarketingInternoPermite que se entregue lo prometido (cumple)

MarketingRelacionalEntrega de lo prometido y gestiona la relación

4Ps ProcessStandards

CRM

PeopleEmpowermentExperiences

ProductPricePlace

Promotion

Process &PhysicalEvidence

People &“True momets”

Homogenous Sales Points:

Tareas, herramientas,

formación, guiones, prestaciones

estandarizadas ,,,

Emotional Conection:

Habilidades, emociones,

actitudes, vocación de servicio, “salirse

del guión” ,,,

Customer“true moments”

New Tridimensional Marketing Perspective

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Product - ServiceProduct - Service

Physical EvidencePhysical Evidence[Perceptions][Perceptions]

PlacePlace ProcessProcess

PricePrice PeoplePeople

PromotionPromotionPrestación–entrega Prestación–entrega [giving the benefit; [giving the benefit; the “true moment”] the “true moment”]

Nuevo Enfoque Adaptado Al S. XXI (marketing ampliado)


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What is marketing?

[So…]

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MarketingSegún G. Lynn Shostack

Marketing is the area in charge to maintain the

relation between the

company and its customers¿components of a relation?


Marketing (and it’s XXI Century Definition)

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What is inside Marketing?

vinculo = relación¿components of a relation?¿components of a relation?

Satisfacción

Confianza

Respeto

Comunicación

Una relación: Ganar – Ganar

Lealtad

Fidelidad

Pasión

Amor + Conveniencia

Perdón

Conocimiento

No son lo mismo

Satisfaction

Confidence

Respect

Communication

A relation: win - win

Loyalty

Fidelity

Passion

Love + Convenience

Pardon

Knowledge

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Question?

¿and now …What is aservice?

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What is a service?

Servidumbre = servitude o servants

“water” (inodoro) = toilet

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Servicio: según la RAEMarketing Y Sus Definiciones

Source: www.rae.es

1. m. Acción y efecto de servir.

2. m. Conjunto de criados o sirvientes.3. m. servicio doméstico.4. m. Culto religioso.5. m. Mérito que se adquiere sirviendo al Estado o a otra entidad o persona.6. m. servicio militar.7. m. Favor que se hace a alguien.8. m. En la época preconstitucional, contribución votada por las Cortes.9. m. orinal.

10. m. retrete (‖ aposento). U. t. en pl. con el mismo significado que en sing.11. m. enema2.12. m. Cubierto que se pone a cada comensal.13. m. Conjunto de alimentos que se ponen en la mesa.14. m. Conjunto de vajilla y otros utensilios, para servir la comida, el café, el té, etc.15. m. Hablando de beneficios o prebendas eclesiásticas, residencia y asistencia personal.16. m. Organización y personal destinados a cuidar intereses o satisfacer necesidades del público o de alguna

entidad oficial o privada. Servicio de correos, de incendios, de reparaciones17. m. Contribución que se pagaba anualmente por los ganados.18. m. Función o prestación desempeñadas por estas organizaciones y su personal.19. m. Dep. saque (‖ acción de sacar).

20. m. Econ. Prestación humana que satisface alguna necesidad social y que no consiste en la producción de bienes materiales.

Human benefit that satisfies some social necessity and that it does not consist of the

production of material goods

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¿Why service is imprtant for customers & our company?

Greater loyalty from the consumers, clients and users.

Increase sales & yield (the high quality, among other things, allows to fix prices higher than the competition).

More frequent sales, greater repetition of businesses with the same clients, users or consumers.

A high level of individual sales to each client, consumer or user (the satisfied clients buy more of the same services and products).

More crossed sales, since the satisfied clients are more arranged to buy the other services or products of the company.

More new clients caught through the communication mouth-to-mouth, the references of the satisfied clients, etcetera.

Smaller expenses in (traditional) marketing activities (publicity, promotion of sales and advertising): the companies that offer low quality are forced to make majors investments in marketing for “replacing” the clients who are continuously lost.

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¿Why service is imprtant for customers & our company?

Less complaints and claims (and, consequently, smaller expenses caused by its management).

Better image and reputation of the company.

A clear differentiation of the company with respect to its competitors (although they are products and services similar to those of the competitors, perceive them to the clients like different and, even, unique).

A better internal climate, since the employees are not pressed by the continuous complaints of the consumers, users and clients.

Better internal relations between the personnel since all work, unified, towards a same objective.

Less complaints and absenteeism on the part of the personnel (more high productivity).

Reduce rotation of the personnel.

Better market share.


Question?

And finally…

¿ what isquality?

Durante un viaje por la carretera me detuve en un poblado Durante un viaje por la carretera me detuve en un poblado para comprar algo de comer.para comprar algo de comer.

Al entrar en la pizzería vi un letrero que decía:Al entrar en la pizzería vi un letrero que decía:

““Quality, Service and Good Price. Quality, Service and Good Price. Choose only twoChoose only two.”.”

Selecciones del Reader’s DigestPp 101, agosto 2007

Quality. Until where?

¿ what is

quality?

Principle

What gets measured, gets done. !


Destiny

Is not a matter of chance;

it is a matter of choice.

The other option …

standards¿is possible to establish & measure

in services?

How can we establish standards in services?


To turn the

customer expectations [and the promises of the company]

in perceived attributes by the client, of obligatory fulfillment, with the purpose to guarantee that they

are present during the service process (benefit).

Standards in Services

YES


qualities¿how can we measure human

such as:the attention

courtesyamiability

service vocation ?

But how?


It is perfectly possible if we admit, that a

service quality

measurement (or service standard) does not have to be

necessarily quantitative.

Jacques Horovitz (“La Qualite de Service”)

J. Horovitz Principle


IMdS Principle:IMdS Principle:

“When in the company do not exist clear and concrete quality standards,

we left into the hands of personnel the daily decision on what it must be

the final quality that will have products and services in the

organization.”

Artículo: Los Estándares de Calidad en el Servicio, de IMdS

Standards


IMdS corollary :IMdS corollary :

“¡¡Best wises (desire) and the good faith of our

employees do not assure that their

CRITERION agrees with the CUSTOMER

EXPECTATIONS!!”

Standards


C = P – EQ = B - E

(2) Benefit (“prestación” in spanish) (Process + People +

4Ps)

(1) Expectations

The Quality Ecuation


RECUERDAN: C = P - ERemember …

Customer comes

stimulated by this promise

But remembers and it remains

with his experience

(and tell it to the rest!!)

What a LADA sales people said to a customer:

““A LADA automobile will be for A LADA automobile will be for ““all your lifeall your life”…””…”

What the sales people din´t said:

“… “… because nobody because nobody it is going to buy it it is going to buy it

from you laterfrom you later”.”.

Example: The Quality Ecuation: C = P - E


In not enough to do things correct;We have to do correctly, the correct things”

“Is no longer enough to focus on customer satisfaction; we have to delight,

and even to astonish him.”

Artículo: La medición de la satisfacción del cliente (Juan Carlos Alcaide, director del IMdS)

IMdS Principle (Instituto de Marketing de Servicios)

Fuente: IMdS. www.marketingdeservicios.com

“They are not the products, but the processes that

create products, those that contribute to the long term success of

the companies”.

Michael Hammer & James Champy Reengineering the Corporation: A Manifesto for Business

Revolution

The Process ¿More Important than the Product?


“If we rendered to the services in the street the same

attention that we give to products in the factory,

without a doubt would appear a great number of new

opportunities”.Theodore Levitt

The Procees is more important than Product


Quality ¿is enought?


QualityCustomer Connection

Exceptional Operation

1980 – 1990 2000 – 200?

TechnicalQuality

Human QualityHuman “excellence”+

+


Quality effects

Quality Systems + Smiles

• El modelo americano• McDonald’s: la

fábrica de servicios• Estandarización de

procesos• Métricas• Medido y

cuantificado• El ejemplo de “la

fábrica de tornillos” al servicio

• Recuerde: “la mejor improvisación es aquella que está totalmente preparada”

• Puedo salirme del guión dentro de parámetros.

• Empowerment• Coaching• Información

compartida

Quality effects


Quality Systems + Smiles

Hard StandardsHard Standards• Ningún cliente

esperará más de 30” antes de ser atendido

• El índice de robos será 0

• La solicitud será atendida en menos de 8’

• Su llamada será atendida antes de tres timbradas

Soft StandardsSoft Standards• Nuestra gente sonríe

espontáneamente?• Recibió un trato

amable?• Respetuoso?• Se siente como “en

casa”?• “Lo escuchamos” con

atención?

Processobjectives

Emotionalobjectives


““Not everything you can Not everything you can

count, counts;count, counts;

not everything you are not everything you are

counting, counts”.counting, counts”.

Albert Einstein

Principle: Quality + Customer Connection= 10

IMdS Principle: Quality + Customer Connection


““The essential is invisible to the eyesThe essential is invisible to the eyes”.”.Antoine de Saint-Exupéry

en El Principito

IMdS Principle: Quality + Customer Connection

Relationscan not be installed…

must be

adopted.

1 to 1

Marketing 1-2-1 Principle

Keep In Mind: Customer

SatisfactionSatisfaction versus Customer

SuccessSuccess

[ something to have present … ]

“The essential difference between

emotion and reason is that …

[ Algo para tener presente … ]

“The essential difference between

emotion and reason is that …

emotion leads to action while

reason leads to conclusions.”

Kevin Roberts [Lovemarks: the future beyond brands]

Thank you!

Questions?

[email protected]

presentación marketing de servicios (inglés)

Business

services marketing

marketing manager

relational marketing

marketing plans

service marketing strategies

empresas espaolas

prev que

directores generales