The Service Product

THE SERVICE PRODUCT

Presented By:- Patel Narvendu Patel Jeky Patel Ashish Parmar Amit Parakhiya Vasantkumar

Clichés

• Customer is king• Customer is always right• Customers have a choice• Customers are the reason we are in business• People are at the heart of the customer experience• The way to your customer's heart is through your employees• Customer Service is the New, New Marketing• Good customer management is the core competency of a business, and

underlies sustainable performance.

C - Critical to the existence and survival of the company

U - User / recipient of the products and/or service.

S - Sets the standard

T - Treated with dignity and respect

O - Our ally

M - Made of flesh and blood

E - Entitled to the best product/service we can deliver

R - Right to change his mind

04/07/2023 The Service Product 4

The Basic Service Package


Customer Value Hierarchy


Customer Value Hierarchy : Five Level

Core BenefitThe fundamental level is the core benefit: the service

or benefit the customer is really buying. In case of bathing soap the core benefit is cleansing action.

Basic ProductAt the second level, the marketers must turn the core

benefit into a basic product. For instance the cleansing action is provided to the customer by a bathing soap bar. Thus the basic product is soap bar.



Expected ProductAt the third level, the marketer prepares an expected

product, a set of attributes and conditions buyers normally expect when they purchase this product. In relation to soap the expected features usually are fragrance, freshness and gentle to the skin.

Augmented ProductAt the fourth level, the marketer prepares an

augmented product that exceeds customer expectations. It is at this level that consumers distinguish one brand from another. These additional features in the soap are flavors such as chocolate, peach milk soap,(lux) ¼ th cup moisturizer (dove), fairness soap, lime fresh (liril), deodorant soaps (cinthol), Indian essence soaps (santoor, breeze, nima)



Potential ProductAt the fifth level stands the potential product, which

encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Offers such as combos, shampoo sachets free, dryness or face wash creams free with the soap purchased, gold coin offers, scratch cards presented with various schemes like Rs. 10 off on purchase of 3 soaps or 1 soap free on purchase of 3 etc. these are new ways to lure the customer.

Apart from these features the potential product is also the novel, upcoming features which are still under research. For instance (as told to us by one of the consumers we interviewed) that a hair removal soap would be something he would be looking forward to in the near future.

Apart from these features a consumer also wishes to find value for his money. Thus when choosing a soap, he looks for the one with maximum features thereby giving him value for his money.


Services Quality

Timeliness- waiting time, queuing time, processing time

Accuracy- error free, reliability

Courtesy- front line manners- telephone etiquette

Completeness- scope of services- availability of support


Services Quality Counti….

Set service standards that are: CLEAR – precise in meaning CONCISE – short and to the point OBSERVABLE – can be seen or measured REALISTIC – practical and attainable

IMPORTANCE OF SETTING QUALITY SERVICE STANDARDS:

Establish a target Communicate expectations Create a valuable management tool


Services Quality Counti….

Availability- no. of outlets, tellers, service station

Ambiance- service atmosphere- cleanliness- spaciousness of lobby

Personalized Service- flexibility

Convenience- location- accessibility- parking


Determinants Of Service Quality

Reliability

•Providing services as promised

•Dependability in handling customers' service problems

•Performing services right the first time

• Providing services at the promised time

• Keeping customers informed about when services will be performed

Empathy

• Giving customers individual attention

• Employees who deal with customers in a caring fashion

• Having the customer's best interest at heart

•Employees who understand the needs of their customers

Determinants Of Service Quality Conti…

Tangibles

•Modern equipment

•Visually appealing facilities

•Employees who have a neat, professional appearance

•Visually appealing materials associated with the service

•Convenient business hours




Assurance

• Employees who instill confidence in customers

• Making customers feel safe in their transactions

• Employees who are consistently courteous

• Employees who have the knowledge to answer customer questions


Total Quality Service Marketing

The Quality Statements:-

1. We use a variety of staff to monitor customer service on a regular and consistent basis

2. We know and can clearly state our customer groups

3. We listen to customers about our products and proactively seek to redress issues

4. We notice and congratulate our people and teams when they perform well

5. Senior management are fully and visibly engaged in customer activities

6. Our people enjoy the challenge of changes

7. Our organization and our people have aligned values


The Quality Statements:-

8. Our customers find working with us easy and pleasurable

9. We know how our people feel about working here and always respond to make it better

10. We have teams and individuals who can respond quickly to changes circumstances, whatever they are


House of Quality

1 2 3 4 5 Customer Expectations

Reliability

Responsiveness

Assurance

Empathy

Tangibles

Comparison with Volvo Dealer

Weighted score

Improvement difficulty rank

O O

O Weak

Medium

* Strong

9

9

9

Att

itude

Ca

pacity

Info

rmatiio

n

Equip

ment

8

7

7

6 6

5 5

5

5

4

4

3 3

3

3

2

2 2

2

+

_

+

Customer Perceptions

o

+

+ +

o

o

o

o

+

o o

o

o o

o Village Volvo

+ Volvo Dealer

Service Elements

Relationships

127 82 63 102 65

1

* *

Word -of-mouthcommunications

Personal needs Past experience

Expected service

External communications to consumers

Perceived service

Service delivery (includingpre- and post-contacts)

Translation of perceptions intoservice quality specifications

Management perceptions of consumer expectations

GAP 5

GAP 3

GAP 2

GAP 1 GAP 4

Customer

Provider

Gaps in Service Quality

Excellent Service – Define It

It's all about the customer perception of value

Integrate quality as a foundation for winning the customer's heart

Be GLAD – Greet, Listen, Advise and Deliver

Deliver on the brand promise

Go the extra mile

Have proactive service recovery procedures

Quote

Create Passionate Customers: Passion, loyalty and advocacy are driven most strongly by emotions rather than reason; and emotions are a strongly human phenomenon

How To achieve it

• Invest in your people• Listen to your customers • Ask the right questions• Solicit feedback and act on it - in person, by mail, by survey, phone

call, place cards• Guarantee quality• Deliver on the Promise• Go the extra mile, make it personal• Simplify, Communicate, Clarify and execute

Factors to Consider

Hygiene Factors/Satisfiers•Access and availability•Doing the basics (what is expected) well•Product Performance•Service Performance•Price and promotion•Speed and effectiveness of response•Quality fitness for purpose•Reliability•Processes•Physical Environment

Motivators/Emotional Drivers

•Engagement and listening•Understanding and empathy•Human responsiveness and rapport•Confidence and empowerment•Competence to serve•Personalization; doing it the customer’s way•Trust•Honesty•Making and keeping commitments•Friendliness•Issue handling and justice


Insight

Customer Service is the New, New MarketingIts all about empowering your customers so that they become an extension of your sales force and passionate advocates of your brand

[email protected]

Thank you for your proper

response and

support!For further information contact:

[email protected]

From : Parakhiya Vasantkumar

Date post:	12-Sep-2014
Category:	Business
View:	21 times
Download:	2 times

The Service Product

Business