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Services Marketing

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Shantanu Ghosh
Shantanu Ghosh

Some basic concepts on Services Marketing

Business
1 of 76
Services Marketing Session 1
Tale of two IT Majors-Infosys and IBM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Offerings from IBM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Offerings from Infosys ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What are Services? ,[object Object],[object Object],[object Object]
What are Services? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Industries within the Services Sector ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Industries within the Services Sector ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Services versus Customer Services ,[object Object],[object Object],[object Object]
Customer Service ,[object Object],[object Object]
Customer Service….. ,[object Object],[object Object],[object Object],[object Object]
Tangibilty Spectrum ,[object Object],[object Object],[object Object],[object Object]
The Importance of Services ,[object Object],[object Object]
Percentage of GDP from Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Percentage of GDP from Agriculture ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Percentage of GDP from Industry ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Fillip to Services Marketing ,[object Object],[object Object]
Services Marketing ,[object Object],[object Object],[object Object]
Measuring Customer Satisfaction at JUSCO ,[object Object],[object Object],[object Object],[object Object]
CSI at JUSCO
Servicewise CSI at JUSCO
Poor Customer Service…many reasons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Services and Technology ,[object Object],[object Object],[object Object]
Technology-the Dark Side ,[object Object],[object Object],[object Object]
Technology and New Service Offerings ,[object Object],[object Object],[object Object],[object Object]
Technology…New Ways of Delivering Services ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Customer Service….a full circle Face to Face Interactions Telephone Based Services IVR systems Internet Based Customer Service Mobile based Customer Service
Technology Enables Customers ,[object Object],[object Object],[object Object],[object Object]
Technology Enables Employees ,[object Object],[object Object],[object Object],[object Object],[object Object]
Technology Enables Globalization of Services ,[object Object],[object Object],[object Object],[object Object]
Difference in Goods versus Services Marketing- Tangibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Intangible Services ,[object Object],[object Object],[object Object],[object Object]
Marketing Challenges for Service Providers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Differences in Goods and Services Marketing- Heterogenity ,[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Challenges for Service Providers ,[object Object],[object Object],[object Object]
Differences in Goods and Services Marketing…… Simultaneous production and consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Marketing Challenges for Service Providers ,[object Object],[object Object],[object Object],[object Object]
Differences in Goods and Services Marketing- Perishability ,[object Object]
Marketing Challenges for Service Providers ,[object Object],[object Object]
Services Marketing….the Seven Ps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People-the Fifth P ,[object Object],[object Object],[object Object],[object Object]
Physical Evidence-the Sixth P ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Process-the Seventh P ,[object Object],[object Object]
Marketing Mix Imperative ,[object Object]
Staying focused on the customer ,[object Object],[object Object],[object Object],[object Object]
The Importance of the Customers ,[object Object],[object Object],[object Object],[object Object],[object Object]
Serving Customers in the Downturn ,[object Object],[object Object],[object Object],[object Object],[object Object]
Serving Customers in the Downturn ,[object Object],[object Object],[object Object],[object Object],[object Object]
Downturn in the Travel Industry ,[object Object],[object Object],[object Object],[object Object],[object Object]
Airlines strategy during downturn ,[object Object],[object Object],[object Object]
High Yield Fliers ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Global Services program at ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
GAPS Model of Service Quality Expected Service Perceived Service Service Delivery Customer-driven service designs and standards External communications to customers Company perceptionsof consumer expectations Customer Gap Customer Company Gap 4 Gap 3 Gap 1 Gap 2
The Customer Gap ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Provider Gaps ,[object Object],[object Object],[object Object],[object Object]
The Customer Gap ,[object Object],[object Object],[object Object]
Expected Services ,[object Object],[object Object],[object Object],[object Object]
Expected Services ,[object Object],[object Object],[object Object],[object Object]
Services: Important differences Traditionally grouped by Industry Tunnel Vision: Look outside own industries
Service Processes ,[object Object],[object Object],[object Object],[object Object],[object Object]
Who or what is the Direct Recipient of the Service? People Possessions Tangible Actions Intangible Actions People Processing Possession processing Mental stimulus processing What is the nature of the service act? Information processing
People Processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People Processing ,[object Object],[object Object],[object Object]
Possession Processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Possession Processing ,[object Object],[object Object],[object Object],[object Object]
Mental stimulus processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mental stimulus processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Information processing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Information Processing ,[object Object],[object Object],[object Object]
For both mental-stimulus and Information Processing Services ,[object Object],[object Object],[object Object]
Designing the Service Factory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Designing the Service Factory ,[object Object],[object Object],[object Object],[object Object],[object Object]
Alternative Channels for Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Innovation in Service Delivery ,[object Object],[object Object],[object Object],[object Object],[object Object]
Integrating Marketing,Operations and HR Customers Marketing Management Human Resources Management Operations Management

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Services Marketing

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  • 27. Customer Service….a full circle Face to Face Interactions Telephone Based Services IVR systems Internet Based Customer Service Mobile based Customer Service
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  • 54. GAPS Model of Service Quality Expected Service Perceived Service Service Delivery Customer-driven service designs and standards External communications to customers Company perceptionsof consumer expectations Customer Gap Customer Company Gap 4 Gap 3 Gap 1 Gap 2
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  • 60. Services: Important differences Traditionally grouped by Industry Tunnel Vision: Look outside own industries
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  • 62. Who or what is the Direct Recipient of the Service? People Possessions Tangible Actions Intangible Actions People Processing Possession processing Mental stimulus processing What is the nature of the service act? Information processing
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  • 76. Integrating Marketing,Operations and HR Customers Marketing Management Human Resources Management Operations Management