How can we achieve excellence in service marketing ?
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Transcript of How can we achieve excellence in service marketing ?
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DESIGNING AND
MANAGING SERVICES
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HOW CAN WE ACHIEVE EXCELLENCE IN SERVICE MARKETING?
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WE REQUIRE EXCELLENCE IN 3 AREAS
-DESCRIBES THE NORMAL WORK OF PREPARING , PRICING , DISTRIBUTING AND PROMOTING SERVICE TO CUSTOMERS
1EXTERNAL
MARKETING
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-DESCRIBES TRAINING AND MOTIVATING EMPLOYEES TO SERVE CUSTOMERS WELL
2 INTERNAL MARKETIN
G
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DESCRIBES THE EMPLOYEES’ SKILL IN SERVING THE CLIENT
3INTERACTIVE MARKETING
TEAM WORK IS
THE KEY IN
INTERACTIVE
MARKETING !!
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BEST PRACTICES FOR ACHIEVING MARKETING EXCELLENCE
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STRATEGIC CONCEPT
TOP SERVICE COMPANIES ARE
“CUSTOMER OBESSED”
“AT FOUR
SEASONS HOTEL ,
EMPLOYEES MUST
PASS 4
INTERVIEWS
BEFORE BEING
HIRED”
1
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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 “
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HIGH STANDARDS3
“CITIBANK AIMS TO
ANSWER PHONE
CALLS WITHIN 10
SECONDS AND CUSTOMER
LETTERS WITHIN 2 DAYS”
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PROFIT TIERS3
“CUSTOMERS IN
HIG
H-
PROFIT TIERS G
ET
SPECIAL D
ISCOUNTS ,
PROMOTIONAL O
FFERS ,
AND LOTS O
F SPECIA
L
SERVICE”
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MONITORING SYSTEMS4
“TOP FIRMS COLLECT VOICE OF THE CUSTOMER (VOC)
MEASUREMENTS TO PROBE CUSTOMER SATISFIERS AND
DISSATISFIERS”
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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”
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INNOVATION WITH
SERVICES
6
“ AFTER YEARS OF LOSING
CUSTOMERS ,STARWOOD
INVESTED ON SHERATON CHAIN
, BROUGHT INNOVATIVE
IDEAS AND GAIN BACK THE MARKET”
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CREATED BY ELDHOSE ALIAS , MEC ERNAKULAM ,DURING AN INTERNSHIP BY PROF . SAMEER MATHUR , IIM LUCKNOW
www.IIMInternship.com