How can one achieve excellence in

Services Marketing ??

Marketing Excellence

• preparing, pricing, distributing and promoting service.

• training and motivating employees to serve well

• describes employee’s skill in serving the client

Strategic Concept

Top Management Commitment

.

Quality

Service

Cleanliness

Value

High Standards

Best service providers set appropriately high standards. eg : Citibank aims to answer calls within 10 seconds.

Profit Tiers

Most profitable customers are given special discounts, offers to reinforce their loyalty.

Double edge sword as other customers can badmouth the company.

Monitoring Systems

Top firms audit service performance, both their own and competitor’s. Use customer surveys, comparison shopping, ghost shopping, etc.

Satisfying Customer Complaints

Disappointed customers must be encouraged to complain and their grievances resolved in a speedy manner.

Differentiating Services Firms must differentiate their brand from

competitor’s, so that customers do not choose

the economical option instinctively.

Primary And Secondary Service Options

Marketers can differentiate their service offerings in many ways, through people and processes that add value.

What customer expects is called primary service package. Provider can add secondary services such as loyalty programs, free merchandise, etc.

Innovation with Services

A major challenge is to innovate persistently to keep

ahead to competitors.

New service categories such as Online Travel, Private

Aviation, Retail health clinics have come up and in

some cases organizations have created creative

solutions in existing categories.

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