What are the new service realities?

Shubham GoswamiJadavpur University

Customer empowerment

If your customer likes your service, he will be loyal to you and recommend you to others

If he doesn’t, he will go to someone else and discourage others from coming to you

Customer Co-production

Actively

Customers often feel they derive more value and feel a stronger connection to the service provider if they are actively involved in the service process

Satisfying employees as well as customers

There’s a strong, positive correlation between employee satisfaction, customer loyalty and profitability

TCS has epitomized employee satisfaction

Summary

Marketing of services faces new realities in the 21st century due to customer empowerment, customer co-production and the need to satisfy employees as well as customers

Disclaimer

Created byShubham Goswami, Jadavpur University, during a marketing internship byProf. Sameer Mathur, IIM Lucknow(see www.IIMInternship.com)