DESIGNING AND

MANAGING SERVICES

HOW CAN WE ACHIEVE EXCELLENCE IN SERVICE MARKETING?

WE REQUIRE EXCELLENCE IN 3 AREAS

-DESCRIBES THE NORMAL WORK OF PREPARING , PRICING , DISTRIBUTING AND PROMOTING SERVICE TO CUSTOMERS

1EXTERNAL

MARKETING

-DESCRIBES TRAINING AND MOTIVATING EMPLOYEES TO SERVE CUSTOMERS WELL

2 INTERNAL MARKETIN

G

DESCRIBES THE EMPLOYEES’ SKILL IN SERVING THE CLIENT

3INTERACTIVE MARKETING

TEAM WORK IS

THE KEY IN

INTERACTIVE

MARKETING !!

BEST PRACTICES FOR ACHIEVING MARKETING EXCELLENCE

STRATEGIC CONCEPT

TOP SERVICE COMPANIES ARE

“CUSTOMER OBESSED”

“AT FOUR

SEASONS HOTEL ,

EMPLOYEES MUST

PASS 4

INTERVIEWS

BEFORE BEING

HIRED”

1

TOP- MANAGEMENT COMMITMENT

2

WALMART’S EMPLOYEE PLEDGE : “ I SOLEMNLY SWEAR AND DECLARE THAT EVERY CUSTOMER THAT COMES WITHIN 10 FEET OF ME , I WILL SMILE, LOOK THEM IN THE EYE , AND GREET

THEM , SO HELP ME SAM “

HIGH STANDARDS3

“CITIBANK AIMS TO

ANSWER PHONE

CALLS WITHIN 10

SECONDS AND CUSTOMER

LETTERS WITHIN 2 DAYS”

PROFIT TIERS3

“CUSTOMERS IN

HIG

H-

PROFIT TIERS G

ET

SPECIAL D

ISCOUNTS ,

PROMOTIONAL O

FFERS ,

AND LOTS O

F SPECIA

L

SERVICE”

MONITORING SYSTEMS4

“TOP FIRMS COLLECT VOICE OF THE CUSTOMER (VOC)

MEASUREMENTS TO PROBE CUSTOMER SATISFIERS AND

DISSATISFIERS”

SATISFYING CUSTOMER COMPLAINTS5

“ WHEN A CUSTOMER

COMPLAINS , PIZZA HUT

SENDS VOICE MAIL TO

THE STORE MANAGER ,

WHO MUST CALL THE

CUSTOMER WITHIN 48

HOURS AND RESOLVE

COMPLAINT”

INNOVATION WITH

SERVICES

6

“ AFTER YEARS OF LOSING

CUSTOMERS ,STARWOOD

INVESTED ON SHERATON CHAIN

, BROUGHT INNOVATIVE

IDEAS AND GAIN BACK THE MARKET”

CREATED BY ELDHOSE ALIAS , MEC ERNAKULAM ,DURING AN INTERNSHIP BY PROF . SAMEER MATHUR , IIM LUCKNOW

www.IIMInternship.com