Achieve Sales And Marketing Excellence WCBF Award Winning Program
3. How can we achieve excellence in services marketing?
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Transcript of 3. How can we achieve excellence in services marketing?
Marketing Excellence
Marketing excellence with services requires excellence in 3 broad areas:
1) External Marketing: Normal preparing, pricing, distributing and promoting service to customers.
2) Internal Marketing: Training and motivating employees to serve customers well.
3) Interactive Marketing: It describes the employees’ skill in serving the client.
Strategic Concept
Top service companies are ‘customer obsessed’. They have a clear sense of their target customers and have developed a distinctive strategy for satisfying these needs.
In successful companies, top
management has a thorough
commitment to maintaining and
improving service quality.
Top-Management Commitment
High Standards
The best service providers set high quality standards.
!
Citibank aims at answering calls within 10 seconds and customer letters within 2 days.
Profit TiersFirms have decided
to raise fee and lower services for those customers who barely pay
their way, and try to retain big
spenders as much as possible.
Customers in high-profit tiers get
special discounts, promotional offers and special service.
Monitoring Systems
Top firms audit service performance, both their own and their competitors’. They collect Voice of the Customer measurements to probe customer satisfiers and dissatisfiers.
Created by Anngad Singh, Delhi Technological University,
during an internship by Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com