Services MarketingSERVICE MARKETINGBy Mitul Mehta

Three great quotes by Service Marketers

“In the factory we make cosmetics. In the store we sell hope.”Charles Revson, Founder Revlon Inc

“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole.”Theodore Levitt, HBS Marketing Professor

“Marketing is too important to be left to the marketing department.”David Packard, Co-founder, Hewlett-Packard

Marketing of Intangibles is key

Benefits are primary

Everyone has a role in marketing

Marketing of Intangibles is Service Marketing

IntangibleTangible

Salt

Automotive

Restaurant

Perfumes

Artist / Performer

Buyer Consideration

Seven P’s of Service Marketing

Product Price Place Promotion

People Process Proof

Service quality is directly proportional to

employee satisfaction. And satisfied

employees produce satisfied customers.

People

Professional Services 15

Retail 14

Financial Services & Insurance 14

Manufacturing & Production 12

Health Care 12

Information Technology 11

Construction & Real Estate 5

Hospitality 4

Biotechnology & Pharmaceuticals 3

Education & Training 2

Transportation 2

Media 2

Industrial Services 2

Advertising & Marketing 1

Telecommunications 1

Grand Total 100

Over 75 % companies engaged to service business

Last experience always remains on top of customers mind. Ensure business

processes are robust to deliver consistent experience… to anyone, anywhere!

Process

‘The Proof is in the Pudding’ Happy customers speaking about your

service is the best marketing any Service company can have…

Proof

Some of the best companies make mistake and pay a heavy fine

Technology plays a very important role in delivering exceptional customer experience

• Service Marketing is marketing of intangibles and is not restricted to “Service Organizations” only

• Service quality is directly proportional to employee satisfaction. Satisfied employees produce satisfied customers.

• Last experience always remains on top of customers mind. Ensure business processes are robust to deliver consistent experience.

• Showcase stories of your happy customers

• A dissatisfied customer can be dangerous for business. Take adequate measures to avoid such cases

• Use innovative ideas to enhance customer experience

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