how can we achieve excellence in services marketing
TRANSCRIPT
Chapter 12:Designing and managing
How can we achieve excellence in services
marketing?
By:Kartik SinglaIndian Institute of Technology(BHU), Varanasi
Marketing excellence with services
require excellence in three areas:
External marketingInternal marketingInteractive marketing
External marketing: Includes the normal
work of preparing, pricing,
distributing and
promoting
services.
Internal marketing:
Includes training and
motivating employees
to serve
customers
well!!
Interactive marketing: Involves the employee’s
skill in serving the
client.
“Companies, instead of increasingproductivity should focus more onenhancing product quality andcustomer relationships.”
Best practices for
achieving marketing
excellence
STRATEGIC CONCEPT
Develop a distinctive plan to satisfy the needs of the target customers.
TOP-MANAGEMENT COMMITMENT
The management should not only care about the financial performance, but review the service performance as well.
HIGH STANDARDSService companies must set appropriately high standards to fulfil the demands.
PROFIT TIERSCompanies should differentiate between the high-profit and low-profit customers and deliver services in a way which satisfies both the tiers.
MONITORING SYSTEMS
Top firms monitor service performance of themselves and their competitor’s regularly. They use comparison shopping and customer surveys to enhance their performance.
SATISFYING CUSTOMER COMPLAINTS
Companies that encourage customers to complain and also authorize the employees to provide the solution on the spot have achieved greater profits and customer confidence.
INNOVATION WITH SERVICES
Companies should come up with creative and innovative service offerings to attract customer attention.
“These slides were prepared by ‘Kartik Singla’
as a part of an internship done under ‘Prof. Sameer Mathur’ (www.IIMInternship.com).”
Disclaimer