Date post: | 15-Aug-2015 |
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t•Preparing, pricing, distributing and promoting to customers
External Marketing
•Training and motivating employees to serve customers well
Internal Marketing
•The employee’s skill in serving the client
Interactive MarketingExcellence in these three areas is crucial for
excellence in service
High Standards
Citi Bank aims to answer customer calls within 10 seconds and customer letters within 2 days
Profit Tier
Companies increasingly show preferential treatment towards high profit-tier customers over low profit-tier ones
Improves profitability but can be risky as well
Monitoring Systems
Top firms audit the service performance of themselves and competitors, on a regular basis
Consider the Hotel Industry
What the customer expects from the service provider is called primary service package
The service provider can add secondary service features like free breakfast buffets and loyalty programs to the service
Online travel agents like Expedia and MakeMyTrip offer customers the opportunity to conveniently book travel at discount prices
Summary
The best practices of top service companies include : strategic concept, commitment to quality, high standards, profit tiers and systems for monitoring service performance and customer complaints
They also differentiate their brands through primary and secondary service features and continual innovation