Services marketing

Pre-Mid Term Assignment

Prepared by: M.Tanzeel-e-Rahman Khan

13125

FEBRUARY 25, 2015

1 QUESTION NO. 1To find out the answer for the first question I have visited bank Al Habib. The bank Al Habib Ltd, run by the dawood Habib family group of companies, is one of the growing banks in Pakistan. It was selected as one of the top 200 Best under A billionaire companies by Forbes Asia in their annual review of 2005. The bank’s head office is located in the city of Multan, but its principal office is located in Karachi. Presently the bank has a network of 456 branches and three offshore banking units in Bahrain Turkey and EPZ. One more milestone achieved by BAHL is that hundred percent of its branches are online. The total number of employees working in bank Al Habib is 4,678.

1.1 WHAT KIND OF SERVICES IS BEING PROVIDED BY THE COMPANY TO THEIR CUSTOMERS?

Bank Al Habib is providing loans, credit cards, savings, consumer banking and commercial banking services.

In personal banking bank Al Habib is providing personal current account, saving account, foreign currency accounts, e-banking, credit cards, loans, car leasing and remittance facilities and services to the consumers.

In business sector bank Al Habib is providing corporate banking, Islamic banking, SME banking, trade services, guarantees and cash management services.

They also provide working capital financing, procurement of inventory, receivable financing, procurement of machinery, expansion of production facilities, BMR, import/export, guarantees and auto leasing services in small and medium enterprises sector.

1.2 HOW DOES IT PROVIDE SERVICES TO ITS CUSTOMERS? DIRECTLY OR THROUGH INTERMEDIARIES.

Bank Al Habib to not involve any intermediaries in delivery of their services. Due to security reasons finance sector does not involve intermediaries between their clients and the service providers. Secondly they have to create relationships with the customer by providing them services at their level best this can only be done directly without the involvement of any intermediaries. They think that intermediaries can never deliver same level and same satisfaction for the services they could provide their selves.

1.3 WHAT IS THE ROLE OF CONTACT EMPLOYEES IN THIS FIRM?The role of contact employees is to provide best quality services to their customers and make relationships with them. They provide personal feeling of warmth to their customers in order to retain them. They make personal connections with them so that the customer will feel like the customer is walking into a branch where every employee is his friend. This will give them high

level of satisfaction for the services. The strategy to personally know their customers give them an edge over their competitors. The contact employees are responsible to guide the customers to perform specific tasks targeted to provide them with banks services. They are responsible to open new accounts, to manage the accounts, perform basic formalities and create documentation for the services being provided.

1.4 WHAT ACTIVITIES ARE BEING CARRIED OUT TO RETAIN THE EXISTING CUSTOMERS AND ATTRACT THE NEW ONES?

To retain the customers they provide complimentary insurance policies to their customers to a specific amount from 5 lakhs to 1 million. They give gifts to their customers on their birthdays, and on different occasions, they provide different discount policies on their credit cards, they offer free services to their customers like E statement, SMS alerts, etc. they ask refreshments to the customers every time they come into the branch. Although the basic policies of the bank are similar to other banks due to regulations of State bank and other monetary bodies. They train their staff to always be humble with the customer no matter how bad the situation they always have to be submissive and calm.

1.5 DO THEY HAVE A SERVICE RECOVERY STRATEGY IN PLACE IF SO IS IT EFFECTIVE?

In banking sector they have to be very precise and the margin of error is very low but still if a customer has to bear any loss due to the banks fault they are bound to compensate the small amount of loss incurred due to them, and the formerly apologise to the customer even in written form.

1.6 DO THEY EMPOWER THEIR CONTACT EMPLOYEES? WHAT KIND OF POWERS TO THEIR EMPLOYERS ENJOY?

In financial sector they do not empower their employs, there is no flexibility in the system which allows their employs to take any decisions regarding the customers it is not approved by their policy book. They are not allowed to do anything out of the system, they have to follow all the instructions properly and fulfil all the formalities as described by the system. Although they do give incentives to their employs and provide them with discounted facilities like home loans, medical loans, travel allowances, refreshments and food services in the branch, good working environment, comfortable working conditions and other facilities. The employees can also provide feedback and suggestions to the upper management of the bank for improvements to enhance customer experience.

1.7 WHAT ARE YOUR SUGGESTIONS TO IMPROVE THE FIRM’S OPERATIONS?

According to my opinion the bank is still not providing all the latest services in contrast with other banks. For example they are not providing Visa facilities on the ATM cards which means their cards cannot be used for shopping purposes. Similarly they are not using ECRM techniques to gain more customer loyalty. Due to the nature of the industry they are not able to provide flexibility in the system, but they should empower their employees in such ways that they can

make decisions on their own to compensate their customers. Their employees do not enjoy any kind of flexibility in the system hence they fail to completely satisfy the customer. In this modern era the need of the hour is speed, global access, and convenience, so they should introduce some mobile applications to provide basic banking services to their customers like simple fund transfers, bill payments, balance checks, mobile recharge etc. that’s how they can improve their overall customer experience.

2 QUESTION NO. 2 RIGHT DOWN IN DETAIL WHICH IS YOUR FAVOURITE SERVICES MARKETING COMPANY IN LAHORE AND WHY?

My favourite service marketing company is shapes fitness gym in Lahore. It’s my favourite Gym in Lahore because they are provide maximum possible facilities in contrast with other gyms. They have state-of-the-art set up an executive class environment and unique facilities that no other gym is providing right now for example high-tech cardiovascular and resistance machines, international quality executive squash courts, separate air-conditioned gymnasium for gents and ladies, covered, heated and chlorine free swimming pools, separate pool for youngsters, steam, sauna and Jacuzzi bath, aerobics, kids gym,

valet parking, specialist Dr clinic for muscle injury prevention, diet and nutritionist. All these services are highly satisfactory and value for money, which is the reason they are the most successful chain of gymnasium services available in the area.

3 NAME ANY TWO FAMOUS HEALTH SERVICES FIRMS IN THE LAHORE? AND DESCRIBE BRIEFLY ABOUT THE NATURE OF THEIR SERVICES.

3.1 BAHRIA TOWN HOSPITALBahria town hospital has always been keen to provide highest levels of service standards which are equally available to the employees, residents and nonresidents of Bahria Town Lahore. They

are providing excellent environment for medical treatment, including cardiac surgery and haemodialysis, where patients are served with respect and utmost care.

3.1.1 EmergencyTrained physicians and staff members are available around the clock, ready to manage a medical/surgical emergency in Bahria Town which is a dire need of resident. The Emergency

Center has all necessary urgent care facilities including well equipped ambulances to pick & drop patients of Bahria Town.

3.1.2 Cardiac centreFormer Head of Punjab institute of Cardiology at lahore offers Cardiac Procedures & services including angiography, angioplasty stress, echo echocardiography, coronary care, intensive care, cardiac surgery, catheter procedures, aneurysm treatment and cardiac rehabilitation. cardiac experts will help you address any concern includes making dietary changes and helping your family adjust to a healthier lifestyle at very competitive rates.

3.1.3 Coronary care unitThese inpatient units are designed to provide a quiet, peaceful environment to the cardiac patients who suffer from myocardial infarction (heart attack), angina, congestive heart failure, arrhythmias and cardiomyopathy. The CCU at Bahria Town Hospital has 10rooms with single bed per room, bedside cardiac monitoring, central oxygen and suction facility. All other equipment for the treatment of cardiac emergencies like defibrillators, ventilators and temporary pacemakers are also available.

3.1.4 Dialysis unitThe center has six (6) haemodialysis stations each having a dialysis machine with electronically adjustable patient bed. The staff are very careful and practice internationally recommended procedures of sterilization or infection control in the center uninterrupted power supply is always available for dialysis machines to ensure continuity of the process.

3.1.5 Intensive care unitThe hospital has well equipped ICU with highly trained staff to meet any special care need of patients during hospitalization.

3.1.6 Specialist clinicsThe hospital has highly qualified doctors from all fields of specialisations like cardiology, neurology, orthopaedics, gynaecology and Peads, surgical, radiology, pathology, medicine, dermatology, neuroradiology, urology, pulmonology, dental, audiology, ophthalmology, ENT, physiotherapy, psychology, psychiatry, and anaesthesiology.

3.2 HAMEED LATIF HOSPITAL

One of the fastest growing 250 bedded private hospital of Lahore, Pakistan. Established in July 1994. Located in the Center of the City on Ferozpur Road Lahore opposite Qaddafi Stadium. providing quality health care and ready to serve you any time you need with latest medical technologies, equipment and well trained staff.

3.2.1 Diagnostic imagingThe Department of Radiology at Hameed Latif Hospital is well equipped with a Helical CT Scanner (4-slice Brightspeed GE), Hitachi 8500 Color Doppler, Toshiba Aplio Color Doppler,

Ultrasound Scanners (Voluson 730 GE with 4-D, Logic 500 MD GE), Mammography (Alfha RT, GE) and Radiography (CR, GE). The Department provides services for both the outdoor referrals and the admitted patients. The women/ female (Gynae / Obstetrics, infertility), paediatric, oncologic and patients with GI/ GU complaints constitute the bulk of the referrals

3.2.2 Cancer careHeaded by Prof. Zeba Aziz (M.D.) a leading oncologist of the country having a vast working experience in USA, not only in the field of oncology but hematology as well. The team further consists of two senior consultant oncologists & and medical officers, who are responsible not only for administrating & planning the chemotherapies, but also the patient & attendant counseling from the possible side effects of the chemotherapies, to how to take these problems. The team here 24/7 emergency services but also have liaison with other consultants of different specialties like surgery, pulmonology, gastroenterology, cardiology, neurosurgery.

3.2.3 Emergency services24 hours emergency care is provided for both adult and Paediatric patients. The emergency Services are backed up by five operation theaters, 24 bedded post-op ward, 12 bedded Medical ICU, 15 bedded neonatal / Paediatric ICU are available for patients reporting in the emergency. Ventilators, dialysis machines and central oxygen and suction are provided to all patients admitted in the emergency and ICUs.

3.2.4 AnaesthesiologyAnaesthesia teams supervised by consultants are present in the department to ensure patient care round the clock. Anaesthesia team assumes a lead role in preparing the patients, ensuring that they are optimally prepared before surgery.

Department of Anaesthesia takes pride in being one of the leading centres for pain relief during labour in the country. About 50% of patients delivering at Hameed Latif Hospital receive epidurals for painless deliveries.

3.2.5 CardiologyCardiology is an upcoming specialty at Hameed Latif Hospital where experienced and well qualified cardiologists are available for consultation are available at Hameed Latif Hospital

3.2.6 Clinical psychologyThey offer you consultation services to individuals, families, schools, and other agencies that need psychological assistance in addressing or understanding mental health issues.

3.2.7 Dental surgeryThey provide distinctive Dental and Oral Health Care services with state of the art dental paraphernalia and vaccumated sterilization.

3.2.8 DermatologyHameed Latif Hospital provides state-of-the-art dermatological services to its patients. Expert dermatologists diagnose skin diseases and provide curative treatments to patients in accordance with international guidelines.

3.2.9 ENTENT department has experienced, qualified and well trained ENT consultants and department offers the under mentioned ENT services for patient care

3.2.10 Fetal medicineObstetric department is supported by fetal medicine department providing prenatal genetic diagnosis including NIPT, Down syndrome Screening. All genetic & chromosomal testing is back-up by TDL Genetics London. WE also provide first trimester genetic screening, anomaly scanning & deal all types of high risk

3.2.11 GynaecologyThe largest speciality of the hospital is run by a team of leading gynaecologists of the city. This department provides 24-hour emergency services. INDOOR & OUTDOOR Facilities with a facility for emergency/Elective Gynaecological/Obstetrical procedures and has separate residents for labour room & theater assistance

3.2.12 General surgeryDepartment of general surgery provides inpatient and emergency services for a wide array of general surgical problems. Their team of General surgeons perform both open and laparoscopic surgery.

3.2.13 NeurologyEEG, CT Scan and Doppler studies are available at Hameed Latif Hospital for making accurate diagnosis for patients

3.2.14 Operation theatrewide range of operative procedures are carried out at Hameed Latif Hospital. State-of-the-art operation theatres are available for Guiney Department, laparoscopic surgery, and obstetrical procedures

3.2.15 PhysiotherapyPhysiotherapy is one of the healing sciences which pertain to assessment, diagnosis and treatment of multiple disorders.

And there are many other is like paediatrics, psychiatry, pulmonology, radiology, urology etc.

3.2.16 Wellness club/rehabilitation centreThis is a unique club with registered members. A Health Service Provider for Women by Women Women are special. They have unique nutritional requirements, not determined solely by biological factors and reproduction, but also effects of work load, nutrition & stress.

4 PLEASE NAME AT LEAST TWO TOP-OF-THE-LINE CLUBS IN LAHORE AND WRITE A BRIEF NOTE ON THE SERVICES THEY PROVIDE TO THEIR MEMBERS.

4.1 DESOMLocated in Cantonment of Lahore at Tufail Road, the first thing that comes to mind would be "Security!". DeSOM Mess is actually a "Restaurant" (In Army Terms a Mess) where

Military folks whether retired or current; Army, Air Force and Navy; Captain, Major, Lt Colonel and even Generals can come together to enjoy their small talk and reminisce their old times in services together. Even Children of these military folks can come together to share their own chat. Membership is strictly required so Civilains first need to go through paperwork to reach the dinner table. The Mess is for the Military people but food isnt Daal Chawal, dont worry they have a lot of cuisines available. They have:

1) BBQ2) Chinese Restaurant3) Continental Restaurant (Serves Italian, French and even Fast Food)4) Small Cafe (Serves Cold Drinks, Icecream and even burgers)

They have other Services in the list too.1) Gym2) Swimming Pool3) Tennis Court4) Library5) Outside Theatre6) Tambola and Bingo Games

The environment is good and healthy, there is a large park to walk in to digest the meal and the open environment gives a feastive aura like an outside picnic. The children will especially enjoy this place because they will have room to run their little feet on. Or you can just have Take Away at your place. Parking Place is Spacious enough and Security well no words to say it.

4.2 SUKH CHAN WELLNESS CLUBThe Sukh Cha’n Wellness Club, which has made over 1100 members in less than one and a half year. In just over a year, the club has won numerous awards and shields for its efforts and services to improve people’s understanding and response towards health and lifestyle. The club is run by Mrs. Nina Akbar. At suction club they provide state-of-the-art equipment for gymnasium, comfortable environment, highly skilled trainers, and many other services mentioned below, all of these services are of highest standards in the field.

1) Facilties2) Executive Gym3) Ladies gym4) Swimming pool5) Sauna and steam6) Squash Court7) Indoor games8) Theatre and conference rooms9) ChampaKali spa10) Maharani saloon for ladies11) The Royal saloon for men12) Café Chan & Patio13) SaltnPepper Anarkali Hall14) Fitness Classes

15) Tango Party Hall

5 QUESTION NO. 4 HOW CAN SERVICE MARKETERS GET CUSTOMERS TO VISIT THEIR OUTLETS MORE FREQUENTLY AND BUY MORE SERVICES? REPLY TO THIS QUESTION AS IF YOU ARE A CUSTOMER.

If I am a customer, the first thing I would need is right attitude. The people I’m purchasing services from must treat me right and they should know how to generally intact with their customers. They should not act as a nameless faceless business. The staff should properly represent the business and should impressively communicate with me. They should talk to their customers as they would in person. Secondly they must not be rude in customer service, they should be patient and polite.

Thirdly they should always listen but I have to say they should get my feedback through comment cards, surveys, focus groups, observations etc. They should always keep satisfying me by keeping in touch throughout the relationship. They should know that customer satisfaction is a key differentiator in a sea of other companies.

They should always make me feel like I am the most valued customer they have by keeping a relationship of trust and always alerting me for large-scale changes whether they are good or bad.

Lastly they must be transparent, honest is very crucial when it comes to mistakes. They should not be afraid of feedbacks, they should not hide anything, and they should like to have conversation with the customers. They must fulfil their promises, recognise their responsibility and treat their customers as they are always right.

6 QUESTION NO. 5 VISIT RENOWNED SERVICE MARKETING FIRM IN WATCH THEIR CUSTOMERS WHILE RECEIVING SERVICES, IDENTIFY THE GAPS, AND SUGGEST HOW CAN THEY REMOVE THOSE GAPS?

6.1 SUPERIOR UNIVERSITY LAHORESuperior group of colleges is a chain of colleges and universities in Pakistan. It opened its branches in other cities of works and after opening in Lahore. They offer many undergraduate, postgraduate and research programs in fields of management sciences, aviation, medical, IT, and engineering fields.

I have observed some ongoing class of BBA and identified the following gaps in their services. The following gaps are mentioned by most of the students and has a negative impact on the reputation of the Institute.

The attendance system is not fully automated and creates problems for the students this attendance system can be greatly improved by introduction of biometric verification technology and online database systems. Secondly the multimedia is available in the classrooms were not functioning properly they should also be replaced. Students’ registrations and other documentation regarding students are not automated and are still being done manually. They should also be recorded in online systems with data centralisation to improve automation of these small operations which can cause annoyance to the students and can harm their studies time.

Thirdly the campuses does not have proper parking space available for the students as they have to struggle to find an appropriate parking space for their vehicles, they regularly get late in this struggle. They can introduce free of cost service of parking managers/valets for the parking issue of the students.

7 QUESTION NO.6 AS A SERVICE MARKETER IF YOU DEVELOP YOUR OWN SETUP WOULD KIND OF STRATEGY WOULD YOU ADOPT TO ATTRACT NEW CUSTOMERS AND RETAIN EXISTING CUSTOMERS BETTER THAN YOUR COMPETITOR?

For my own setup I will go for an automobile repairing and detailing service workshop. I will provide all the previously available services in the market and additionally I will introduce new and unique latest services which are not yet available in the market. I will also create a brand image for my customers, and I will create a nice and comfortable office and workshop environment for my customers and my employees. I will hire highly qualified and skilled labour and staff to provide services to my customers, they will be trained to be polite and communicative to my customer. They will genuinely treat the customers as their friends and they will always be respectful to them, because customers are king so they will always listen to him and will do as the customer asked them to. They will also give advises to the customer but will not force them. The staff will take extreme care with their cars, and in case of any mishap or any mistake by my staff I will truly compensate my customer’s loss through recovery strategies like I can give them free of cost services for example free car maintenance or free exterior polish. Profitably delighting the customer will be my vision.