Caterpillar PPT 2
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Transcript of Caterpillar PPT 2
7/23/2019 Caterpillar PPT 2
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Using Services marketing to develop and delIntegrated Solutions at Caterpillar in Latin A
PRESENTED BY
Karthik. B
Shahzeb Feroz
Praveen Kumar
Chetan. C. I
Shalini Sathaat
"noo#ha $anam
'auri (a)al
Snehitha
$e*ullaalli,. "mare#h Kri#h
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Introduction
1904• Ben)amin olt te#te* the /r#t trak t!e trator
192+
• C. . Be#t rator Co. an* the olt Manu3aturin oman! me3orm Caterillar
19+1• Fir#t over#ea# manu3aturin 3ailit! in 5.K
2000• 600 *i7erent mo*el #tartin 3rom + P to 228000 P.
200&• otal #ale# eee* :41 billion
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Structure of distribution
1 • Cororation
2 • Marketin Pro/t Centre
6 • ;ealer#
4 • Cu#tomer#
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Addressing the Customer Ga
The Customer Gap: The Gap between Customer EpectationsCustomer !erceptions
Per3ormane mea#ure# in oranization# <ere t!iall! 3ou#e* on o#t oeratimaimize ro/t. the! <ere not linke* to u#tomer #ati#3ation!
o< <ell *oe# the aterillar un*er#tan* u#tomer eetation o3 #ervie =ualit!>
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"one of to#erance
?one o3 tolerane i# <i*e 3or eneral an* urban on#trutiobeau#e the! on#i*ere* u-time a# le## imortant 3or bu#ine<ere le## <illin to a! 3or remium art#.
Caterillar# lare#t u#tomer# @minin an* on#trution e=uim#maller zone o3 tolerane a# u-time an* ro*utivit! <eimortant on#i*eration
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Customer ercetion
Provides with defnitions and understandcustomer satisaction and service quality
arer u#tomer CS"@u#tomer #ervie areem*emon#trate* the #ini/ant bene/t# rear*in the ri#k# aunlanne* mahine time an* re#ulte* in hih level# o3 u#tom
PM CS"@reventive maintenane CS"A <ere urha#e* u#tomer. he etra #ervie# o7ere* <ere not nee##aril! oeeute* on#i#tentl!
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$ano mode#
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,oriaki Kano *eveloe* a mo*el to illu#trate ho< u#tomer# e
=ualit!. he mo*el i# ba#e* aroun* the level o3 ahievement oma
the level o3 u#tomer #ati#3ation. It i# *ivi*e* into three *
ateorie#
Mu#t be attribute# @Ba#iA Cu#tomer# take them 3or rante* <hen th
3ul/lle* i3 the! are not 3ul/lle* the! ma! beome ver! *i##ati#/e*.
Dne *imen#ional attribute# @Per3ormaneA (e#ult in u#tomer #ati#3
<hen 3ul/lle* an* *i##ati#3ation <hen not 3ul/lle*.
"ttrative attribute# @EitementA "b#ene *oe# not au#e *i##ati#3a
but ahievement an lea* to u#tomer *eliht.
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%o& re'uirements can beidenti(ed through $ano )ode
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Per#onal ,ee*#
Eete* Servie
Pereive*Servie
Servie *eliver! @re o#t ontratA
ran#lation o3 eretioninto #ervie =ualit!#ei/ation
Manaementeretion o3 u#tomereetation.
Gor* o3 mouthComm.
Pa#t Eerien
Eternalommuniato u#tome
Provi*er
Con#umer
'a4
'a 6
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What were they and how could they find out?
Customer,irst TimeProsects
No-ices Sohisticates
DominantTheme
.Ta/e Care of)e.
.%e# me ma/eit &or/. .Ta#/ techno#og0 to me.
Bene(tSought
%onest Sa#esreresentati-e&ho /no&s m0
business
Eas0 to read manua#and technica# suort
hot #ine
Comatibi#it0 &ith thee1isting s0stem
A -endor &hohas been inbusiness forsometime
A high #e-e# of trainingProduct customi2ation
to customer needs!Trac/ record of -endors
3hat4s #essImortant
Sa#esReresentati-e4s
/no&#edge ofroduct and
ser-ice
An honest sa#esreresentati-e! A sa#es
reresentati-e &ho/no&s and understand
m0 business
Training 5 Eas0 )anua# 5Sa#es reresentati-e
&ho can communicatein an understandab#e
manner
he 3ollo<in 3rame<ork hel# u# to an#<er the /r#t art o3the =ue#tion
Soure Anderson5 D!5 S&eene05 D!5 3i##iams5 T!5 ,reeman5 6! and Shoesmith5 E!578895Stati#ti# 3or Bu#ine## an* Eonomi#8 hom#on earnin8 on*on8 Enlan*. "*ote
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)ar/et Research
(e#earh 3rame<ork Soure Market (e#earh ;avi* ". "aker8 $.Kumar 8 'eore S.;a!
Theoritica#Segmentation
Segmentation . inComan04
Se#ection of -ariab#es
Statistica# Ana#0sis C#uster
Ana#0sis
)ethodo#og0Con(guration
C#uster Ana#0sis &ithSPSS
Ana#0sis ofsegmentation mode#s
theoritica# resu#ts
Ana#0sis ofComan0
segmentation
;utut
SEG)ENT
Inut
,eedbac/
ActuatorNoise
<changein the
business
scenario=
he an#<er to the #eon* art o3 the =ue#tion i# are#earh metho*olo!.
egmen a on
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egmen a onDimensions
Behaviour o3 Cu#tomerbu!in CS"H#•PM CS"H# et
Feature# o3Sementation•In*u#tr! here it i# EarthMovin E=uiment# @EMEA• Size o3 oman! e.. eneralon#trution 8 minin8ontrator# 8 #ub ontrator#•oation-atin "meria
,ee* Pre3erene an**e#ire* relation#hi•Derational8 Funtional 8Finanial
"ttitu*e 8 $alue an*Mi##ion•o!alt! 8 Co-reation o3#ervie# an* value hain lok
Dimensionsof
Segmentation
Segme
Mean
;i#tin
Sizea
I*enti
Conte
Soure Phili Kotler 8 Kevin ane Keller 8 "braham Ko#h! Mithile#<ar ha8 14th
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Segmentation Techni'uesSementation mo*el <hih <e an imlement in thi# #enarioo3 B2B #ervie *eliver! .
Nested Aroach
Criteria Descrition >ARIAB
Demograhics
Genera# and eas0 informationof the coman0 5 customer andIndustr0! Do not need to -isitthe customer or othercom#icated informationsources
@ =Industr0 Info7=
si2e= Custome
;erating>ariab#es
Enab#e more reciseinformation of customer &ithdemograhics categor0
@= Techno#og07=
and branduse
Customer caa
PurchasingAroach
In-o#-es the coman0hi#osoh0 5 their urchasingmethod and bu0er center
@= Purchasing forgani2ation
7= Bre#ationshi Genera# urchao#icies 5 =Purchasing crit
Situationa#,actors
In this oint &hat is imortantis the bu0ing situation ! Theseare oerating -ariab#es e!g!id#e time5 but are temorar0and need a betterunderstanding of the customer
@= rgenc0 of o7=Product
a#ication= Site of orde
Persona#Characteris
tics
Segment the mar/et accordingto the indi-idua#s in-o#-ed in
the urchasing rocess
@= Bu0er moti-7= I
ercetion
Ris/ )anagemstrategiesSoure Anderson5 D!5 S&eene05 D!5 3i##iams5 T!5 ,reeman5 6! and Shoesmith5 E!5 78895Stati#ti# 3or Bu
Eonomi#8 hom#on earnin 8 on*on8 En lan*
Per#onalCharateri#ti#SituationalFator#
Purha#in"roah
Deratin
$ariable#;emorahi#
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Segments
Pro*ut
SuortBa#e*
• ;o it m!#el3 @ F#ement miratimake him anal!
o#t bene/tA•Gork <ith me• ;o it 3or me
Servie(e=uirement Ba#e*
• o< Prie•Gill /t
a#kBa#e*
•Minin• 'eneralCon#trution#• Sub ontrator#• 'overnment an*overnmentontrator#
Earth)o-ing
E'uimentIndustr0
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Points ;f Dierentiation
P;D
rgenc0
ProductA#icat
ion
Site oforder
No ofmachine
sInsta##e
d
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Points ;f Parit0
PDP
PMCS"H#
Monitorin
Fee*bak
Cometiti-e ad-antage
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Cometiti-e ad-antagemode#Cateri##ar Attribute
'lobal an* Fa#t availabilit! o3#are art#oal *ealer eerti#e(eair 3ailitie#
Skille* tehniian5nmathe* *ealer *i#tributionhannel
Cometiti-e ?andscae• hir* art! ven*or# are not#ohi#tiate*•"3ter market #ulier rovi*e <ill /tart•<ork #ho ha* evolve* but not/naniall! #tron•Cometitor# like Komat#u rovi*e
Dierentiationad-antage•Servie throuh out atin"meria
•Conveniene 3or u#tomer
B>
Keeru
Strong Dea#ershi;ealer# inve#te* ininventor!Gare hou#eServie #ho
ool# in3ormation tehnolo!
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Sources of#easure in
ser-iceEncounter
Sontaneit!Be attentive"ntiiate nee*#i#tenProvi*e In3ormationSho< Emath!
(eover!
"kno<le*e Problem
"oloize ake (e#on#ibilit!Elain Cau#ea!out Dtion
"*atabilit!(eonize the
#eriou#ne## o3 the nee*"ntiiateElain rule#Joliie#"ttemt to aommo*ate"*)u#t the #!#tem
Coini#ten r! to aommo*ateElain
Servie Enounter Plea#ure
Soure Servie Marketin b! $ " ?eit
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Positioning CSA
a3#*Core
;eliht
Sati#/er
"vailabilit! o3 #kille* /el*tehniian
24% omlaint bookin
#ervie "rranin /nane <hile hih
rie oeration
Fee*bak *i#u##ion5*atin bu#ine## o<ner aboutmaintenane <ork
Monitorin o3 mahine on*itionE#timate* lo## *ue to ri#k o3unlanne* mahine *o<ntime
Cu#tomizable #ervie 3eature#Shoul* be #ol* alon <ith ro*ut(eular In#etionChanin o3 oil an* /lterSee* o3 #ervie Soure Servie Marketin b! $ " ?eithaml
Bui#ding Customer
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Bui#ding Customer?o0a#t0
Interat <ith u#tomer
I*enti3! Moment o3
truthI*enti3! ke! *ei#ion
maker
Enae the u#tomin one on one *ialo
;o #urve! on #ite
Emo<er the 3ront line
Follo< u er#onall!
Clo#e the loo a# earl!a# o##ible
I*enti3! imrovementoortunit!
Gork ro## 3untionall!to a**re## the#trutural i##ue
Bain Coman! httJJ<<<.bain.omJon#ultin-#ervie#Ju#tomer-#trate!-an*-
Interaction
?earning
,eedbac/
Engage
Cu#tomer
o!alt!
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ServLual aane#e
hilo#oh!-zero *e3et#8*oin it rihtthe /r#t time.
Lualit! i# a elu#ivean* an in*i#tintive
on#trut
Cro#b!
on3ormane tore=uirement
Intanibilit! heteroeneit! in#earabilit!.
Servie =ualit! i#more *iNult 3orthe on#umer toevaluate thanoo*# =ualit!.
Lualit!evaluation# arenot ma*e #olel!
on the
outome
#ervi
(e#ult 3romomari#o
on#umeeetation#
atual #erver3orman
LO P-E
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Resu#t of E1#orator0 FuantitatiResearch
anibilit!
Ph!#ial3ailitie#8
e=uiment8an*
aearaneo3
er#onnel.
(eair3ailit!8<aitinarea8
uni3orm#8e=uiment
,o o3 item# -4
(eliabilit!
"bilit! toer3orm the
romi#e*#ervie
*een*abl!an*
auratel!
Problem/e* the/r#t timean* rea*!
<henromi#e*
,o o3 item# -+
(e#on#ivene##
Gillinne## tohel u#tomer#
an* rovi*eromt #ervie
"e##ibleno <aitinre#on*# to
re=ue#t#
,o o3 item# -+
"##urane
Kno<le*ean* ourte#!o3 emlo!ee#
an* theirabilit! to
in#ire tru#tan*
on/*ene.
Kno<le*e
mehani#
,o o3 item# -4
Emh!Carin
in*ivi*uaattention/rm rovit# u#tom
"kno<
e# u#tob! namremem
revioroble
an*re3eren
.
,o o3 ite4
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Ser-Fua# and Customer ?o0a
Servie
Lualit!
Pro*utLualit!
Prie
Situational Fator#
Cu#tomerSati#3ati
on
Per#onal3ator#
Cu#tomer
o!alt!
(eliabilit!
(e#on#ivene## "##urane# Emath!
anible#
CustomerSatisfaction• Pro*ut 3eature#.• Cu#tomer
Emotion#.• "ttribute#.
• Peretion o3
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Customer Satisfaction
• Sati#3ation i# a u#tomer# 3ul/llment re#on#e. It i# )u*ment
ro*ut or #ervie 3eature8 or the ro*ut or #ervie it#el38 rolea#urable level o3 on#umtion-relate* 3ul/llment.
• Cu#tomer# evaluation o3 ro*ut.
• It i# a *!nami onet8 taret that ma! evolve over time8 inuvariet! o3 3ator#- <hih <ill be *emon#trate* in the omin #liteam mate#.
• Cu#tomer Sati#3ation• Pro*ut an* #ervie 3eature#.
• Cu#tomer emotion#.
• "ttribute# o3 #ervie #ue## or 3ailure.
• Peretion o3 e=uit! or 3airne##.
(eliabilit!
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E=uimentbuilt to la#t.
Better=ualit! o3
ro*ut an*#ervie
Maimumu time o3e=uiment
at minimumo#t.
ENienteet
manaement an*
eNient#ervie on
time.
Minimumri#k an*o#t 3or
unlanne*mahine
*o<n time
imel! oilhane an*
/lterhane 3orPM" an*
vi#ualmahine
in#etion
Davao3
teh
"##intehniianto eet to
*e*iate*l!<ork 3or au#tomer
See* o3
#ervie - b!benh
markinan*
3ollo<inthe
#tan*ar*#et
Imrove thetraine*
tehniian#in *ealernet<ork.
Sohi#tiate* roe##
an*#o3t<are
8tool# an*omonentrelaemen
t.
Provi*eromt
#ervie an*make #urethe o#t o3reair i#
minimum
(e#<
=u
urel
(eliabilit!
(e#on#ivene##
"##urane
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e=uimentu an*
runnin at
the lo<e#to##iblerie.
Short term
a7or*abilit!
I*eal<orkin
#tate o3 the
e=uimentin min o#t
Ma u-time an*
imrove*ro*utivit!.
'eneo3 #uretu
lo<#!#ter
Fa#ter re#on#etime an* timel!reair an* make#ure u#tomer*oe#nHt mi##an! *ea*line.
Fee*bak*i#u##ion <iththe u#tomer
3or hiherinvolvement
Fleible
ontrat#.Cu#tomize*ontrat# in
term# o3 lenth8o#t an*
ontent 3or themi*-raneu#tomer#.
Ca#h o<limitation
Provi*e re*itba#e* #ervie.
;o it 3othe u
#hoe# are#
"##urane
Emath!
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ih=ualit!tool#u#e*8
#ohi#tiate*
roe##.
Lualit!e=uimen
t art#
ih=ualit! oilan* /lter#3or PM".
Fiel*tehniian
an* the#ervierovi*e.
;ealer#ale# an*maintenan
e #ale#3ore.
"va
trte
anibilit!
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Benhmarkin
•
De(nition a ontinuou#8 #!#temati roe## 3or evaluatioro*ut#8 #ervie# an* <ork roe## o3 an oranization thatbe reonize* a# rere#entin be#t ratie# 3or the uro#oranizational imrovement.
• hree #te# in benhmarkin• Identif0ing the be#t er3ormer#.• Setting benhmarkin oal#.•
Im#ementation.• Dne benhmarkin oal# are #elete*8 the =ue#tion on #ett
oal# #till remain#• o< muh #ervie =ualit! #till be imrove*>
• Benhmarkin oal# #houl* be mea#urable8 attainable an*ationable.
• In auto #ervie in*u#tr! 8 the #ervie =ualit! a bet<een
#ervie rovi*er are artiularl! lare an* #ervie rovi*er#<ithin our# 3re uentl .
C # # ti f S F # d
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Ca#cu#ation of Ser-Fua# andBenchmar/ing
• ServLual omri#e# 22 item# @ikert-t!eA <ith the /ve*imen#ion#.
• Eah item in #erv=ual in#trument i# o3 t<o t!e• Mea#ure Eetation @EA• Peretion o3 the #ervie.@PA
Fua#it0 GAP <F= P E
• HF rovi*e# the overall =ualit! ratin.
HF can be used to• rak #ervie =ualit! tren*# over time.• Comare branhe# <ithin a bank or buil*in #oiet!.• Comare an oranization <ith it# ometitor#.• Cateorize u#tomer# into ereive* =ualit! #ement#.• Ba#e* on their in*ivi*ual SE($L5" #ore#.
Dimensions of Ser-Fua#
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Dimensions of Ser-Fua# )easures
aniblilit! 11Q
Emath! 1&Q
(e#on#ivene## 22Q(eliabilit! 62Q
"##urane# 19Q
P(D$I;E( '"P 2 SE($ICE I,,D$"ID, ",; ;ESI',
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P(D$I;E( '"P 2- SE($ICE I,,D$"ID, ",; ;ESI',
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• e## number o3 CS"• CS" are not bran*e*
• Create* in an a* ho manner
PoorServie
;e#in
• Promi#e* but eetation# arenot met• oerationall! 3ou#e* but not
#ervie *riven
Cu#tomer;riven
#tan*ar*#
• Cu#tomer interat# <ith #ale#eole• Ghat to o7er an* *eliver• Countrie# Culture8 a<8
Struture
Ina*e=uate
Ph!#ialevi*ene
an*#ervie#a
e
Cu#tomer *eriver #ervie *e#in #tan*ar*#
Coman! eretion# o3 Cu#tomer
Eetation#
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FDGC"(
A: Pro-ision of
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,ee*CS">
!eo3
CS"
I# u#tom-izationnee*e*>Provi*e *etail# o3
u#tomizationthat an be
o7ere*
Gillin tobu!>
"eta!ment an*
obtain theareement
3orm
5*ate#u#tomer or*er
"** u#tomize*#ei/ation# to
the CS"
Gillin tobu! a3ter
u#tomization>
A: Pro-ision ofCSA
Re#
Re#
Re# ,o
,o
, o
Re#
,
B: CST;)ER BYS A NE3
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Cu#tomer
re=ue#t# a ne<ro*ut
In3ormation about
ro*ut i# #hare* a3terhekin availabilit! o3the ro*ut
I#u#tome
r <illinto bu!the
ro*ut>
;ate i# iv
an* the roui# lanne*
Cu#tomeveri/e# thloation an
*ate
"roval i#ma*e an* the
art# are
#hie*
Cu#tomerveri/e# onreetion
"
B: CST;)ER BYS A NE3PR;DCT
R
,
,?;3C%ART
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Pro*ut#ale orPro*ut#uort
#ale>,e<u#tom
er
Dbtain *etail# o3 theu#tomer8 rovi*e thei*enti/ation number
3or 3uture re3erenean* u*ate the
u#tomer ro/le inthe u#tomer lo.
B
$eri3!re*ential
B
,ee*CS">
"
$ere*
"
Re#
Re#
,o
,o
Pro*ut
Pro*utSuort
,?;3C%ART
B5E P(I, " ,EG C5SDME( FD( "P(D;5C S"E
7/23/2019 Caterpillar PPT 2
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ine o3 interation
ine o3 vi#ibilit!
ine o3 internal interation
Customer Actions
;nstageContactEm#o0eeAction
Bac/stage ContactEm#o0ee Action
Suort Processes
Cu#tomerre=ue#t##ervie
(e=ue#t*ata to thelient
Chekavailabilit!
Cu#tomeraree# to the*a! o3 vi#it an*rovi*e#e=uiment
loation
Chek route 3orthe lient#.Createeonomialroute vi#itin
Den <ork or*er8#earh ontrat8/ll re=ue#t an**eliver to thea##i#tant
"liationGizar* oen#
al! 3orPa!ment
I3 *enie*veri3!motive#an*ontat theu#tomer
d
e n i e d
aroval rint8or*er #tatu# i#hane* tooen .
A c c e t
Cart
Pa
s
Rouoan<e=hain
Cvl
Ph0sica# E-idence
Con/rm vi#it *atean* loation o3 thelient
Gell e=uuni3ormetehnii
,e<Cu#tomerre=ue#t##ervie
Dbtain thelient*etail#
Create theu#tomeri*enti/ation number
5*ate#theu#tomer#ro/le li#t
Dbtain#theu#tomerI;
(eeive# theI;
In3ormthe lientaboutCS"
Ma!aet theareement
F1
F2
Pro*utan* CS"atalo
I; number "reement
B5E P(I, ", D; C5SDME( FD(" P(D;5C S"E
7/23/2019 Caterpillar PPT 2
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ine o3 interation
ine o3 vi#ibilit!
ine o3 internal interation
Customer Actions
;nstageContactEm#o0eeAction
Bac/stage ContactEm#o0ee Action
Suort Processes
Cu#tomerre=ue#t# #ervie
(e=ue#t*ata to thelient
Chekavailabilit!
Cu#tomeraree# to the*a! o3 vi#it an*rovi*e#e=uiment
loation
Chek route 3orthe lient#.Createeonomialroute vi#itin
Den <ork or*er8#earh ontrat8/ll re=ue#t an**eliver to thea##i#tant
"liationGizar*oen#
al! 3orPa!ment
I3 *enie*veri3!motive#an*ontat theu#tomer
d
e n i e d
aroval rint8or*er #tatu# i#hane* tooen .
A c c e t
Cart
aa
Rouoan<e=hain
Cvl
Ph0sica# E-idence
Con/rm vi#it *atean* loation o3 thelient
Cu#tomerre=ue#t#authentiation
Dbtain thelient I;an* enterinto the#!#tem
Cro##hek# there*ential#o3 theu#tomer
In3ormthe lientaboutCS" 3orthe ne<an*ei#tinro*ut#
Ma!aet theareement
Obtain the list
of products
used from the
customer
profile
Gel<eltehtru
Pro*utan* CS"atalo
"reement
F6 F4
B5E P(I, C5SDME( FD( "P(D;5C S5PPD( S"E @CS"A
7/23/2019 Caterpillar PPT 2
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Cu#tomerre=ue#t#ro*ut#uort
Dbtain thelient I;an* enterinto the#!#tem
Cro##hek# there*ential#o3 theu#tomer
Cu#tomerreeive#
areement
ine o3 interation
ine o3 vi#ibilit!
ine o3 internal interation
Customer Actions
;nstageContactEm#o0eeAction
Bac/stage ContactEm#o0ee Action
Suort Processes
Ph0sica# E-idence
Elaborate#the t!e o3
CS"
Cu#tomization otion#
areelaine* i3
nee*e*
Choo#e# theCS"
Sin# theareement
(eeive# theareement
3orm
5*ate# theu#tomer
ro/le
"reement
CS" atalo "reement
F+
B5E P(I, P(D;5C S5PPD(@CS"A
7/23/2019 Caterpillar PPT 2
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Dispatches
the
mechanical
technician
Eit 'ui*e i#*eveloe* 8<ork or*er i#enable*
Fiel* #heeti# /lle* 8<alk aroun*
Mehanier3orm#maintenane8in#etion# an*takin oil#amle#
Cu#tomerreeive# an*#inature /el*#heet
(eeive /el*#heet
reort tbrouhtu#tome
lient rereort
(eFiel* #heet @ #heetvi#itA
(eort ireeive*
(eort i
ine o3 interation
ine o3 vi#ibilit!
ine o3 internal interation
Customer Actions
;nstageContactEm#o0eeAction
Bac/stage ContactEm#o0ee Action
Ph0sica# E-idence
Suort Processes
F&
Cu#tomerrovi*e#3ee*bak
F%
Feedback is recorded
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Customer De(nedSer-ice Standards
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C t D ( d S i St d
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Customer De(ned Ser-ice Standar
• $er! 3e< CS"# <ere reate*8 bran*e*8 o#itione* an* markete* ba
timin8 ri#k re*ution8 relation#hi or onveniene the! rovi*e* to
Problem
- Cu#tomer ;i##ati#3ation *ue to neativel! ereive* #ervie =uali
Po##ible Solution
- Sementation an* u#tomization o3 #ervie.
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Frame<ork 3or Marketin Manaementb! Kotler
Customer De(ned Ser-ice
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Customer De(ned Ser-iceStandards
• CS"# varie* aro## *ealer#hi# an* o3ten aro## u#tomer# <ithin *ealer#hi#.
Problem#
1. Ghat to eet> "*vantae# o3 CS"#>
2. Emlo!ee# unlear about <hat to o7er <hom>
Po##ible #olution
6. Stan*ar*ization ba#e* on #ement# i*enti/e*.
-. Critial element# o3 a #ervie are er3orme* a# eete*.
-. ar* Stan*ar*#
- So3t Stan*ar*#
2. D7er 6 akae# - Ba#i8 eten*e*8 Suerior
%ard and Soft Standards
7/23/2019 Caterpillar PPT 2
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%ard and Soft Standards
• 9+Q reair #ue##
• Servie #tatu# rovi*e*<ithin 1 min o3 en=uir!
ar*Stan*ar*
#
• horouh elanation o3overae8 hare# an*<ork *one
• Servie nee*# ourteou#l!i*enti/e* an* veri/e* <ithu#tomer#
So3tStan*ar
*#
Customer De(ned Ser-ice
7/23/2019 Caterpillar PPT 2
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Standards
• Sale# eole <ere not the emlo!ee# <ho o7ere* CS"#.
Problem#
1. Emlo!ee# *onHt kno< <hat to o7er.
2. Cu#tomer eetation# an* reation# not kno<n
Po##ible Solution6. Formal 'oal Settin Proe##
4. Emlo!ee emo<erment to ertain level
Customer De(ned Ser-ice
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Standards
• ;ealer# ha* *i7erent oinion# on <hat u#tomer# eete* a
mea#urement to #tan*ar* <a# not ature* eet on a* hoProblem#
1. Cu#tomer #ati#3ation i# not kno<n
Po##ible Solution
-ar* mea#urement#
@#ee* o3 #ervie8 mahine on*ition reort A
-So3t mea#urement#
@relation#hi #urve!#8 3ee*bak mehani#m#A
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Customer De(ned Ser-ice
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Standards
• ;ealer#hi# <ere inon#i#tentl! oranize* in #ilo#-#ale#8 ro*u
#uort8 art#-an* interate* inon#i#tentl! <ith eah other alanne* toether.
Problem#
- ;iNult to un*er#tan* u#tomer re=uirement#
- ;e#in inon#i#tent <ith ro*ut o7erin
Po##ible Solution#
- Funtional Interation8 Formal ;oumentation.
- Simle interate* #!#tem u*ate an* to kee trak o3 u#tom
Customer De(ned Ser-ice
7/23/2019 Caterpillar PPT 2
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Standards
• atin "merian ountrie# <ere *i7erent in #truture8 ult
la<#8 makin the #harin o3 ratie# le## than i*eal.
Problem#
- ;iNult in ratiin #tan*ar*#
Po##ible Solution#
- ;i7erent #tan*ar*# an* u#tomization
CSA designed for a## custom
7/23/2019 Caterpillar PPT 2
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CSA designed for a## custom
• Sinle mahine8 entire eet 3or at an* non-at
e=uiment• Fee*bak to urchasers about mahine on*iti
otential i##ue# an* reommen*ation#
• $i#ual mahine in#etion8 Monitorin on*ition mahine#8 Fee*bak *i#u##ion# <ith u#tomer#*oumente* #houl* be available 3or ae## b!emlo!ee# an* u#tomer#
• Fleet rental# #houl* be ma*e available.
,or seci(c segments
7/23/2019 Caterpillar PPT 2
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,or seci(c segments
Minin Sement
• In time *eliver!o3 #ervie
• Servie toometitor
e=uiment• Fiel* Servie to
maimize u-time
'eneral Con#trutio
• Fleible a!mentotion#
• In#etion CS"8Preventivemaintenane CS"
• Fleet rental# ineak on#trution#ea#on
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E#ements of Ph0sica# E-iden
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E#ements of Ph0sica# E-iden
Ser-ice Fua#it0 and Product
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Ser-ice Fua#it0 and Product
Soure Servie Lualit! an* Pro*utivit!- " S!nereti Per#etive b! ".Para#uraman
Tangib#es
7/23/2019 Caterpillar PPT 2
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Tangib#es
• Clearl! *e/ne* #ervie akae#.
• ool# an* e=uiment nee*e* 3or #erviin #houl*be available <ith the tehniian#.
• 5#e o3 late#t tehnolo! to *iano#e an* *eliver.
• Better interation an* interation bet<een*i7erent *eartment#- #ale#8 ro*ut #uort8art#8 et
• In#tallation o3 C(M #!#tem.
se of Techno#og0
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se of Techno#og0
Soure 5n*er#tan*in Cu#tomer (elation#hi Manaement- Peole Proe## an* ehnolo!8 In)azz .
7/23/2019 Caterpillar PPT 2
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3EBSCAPE
Source: Jean-Philippe Galan and Christine Gonzalez !""#$ %&'e(scape: a )heoretical *ramewor+ o 'e( Son Consumers. /esponses&
Problem CS" #ellin material# *i* not ei#t 3or them to
7/23/2019 Caterpillar PPT 2
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Problem CS" #ellin material# *i* not ei#t 3or them toun*er#tan* <hat <a# o##ible an* <hat otion# to o7er.
Solution
1.Stan*ar*ization o3 #uort roe##e#
2.rainin the emlo!ee#
nderstanding Ser-icescaeE t
7/23/2019 Caterpillar PPT 2
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Eects• Environment Surve!#- "#k eole @u#tomer# or emlo!eto ere## their nee*# an* re3erene# 3or *i7ereenvironmental on/uration#.
• ;iret Db#ervation- raine* ob#erver# make *etaile* note#environmental on*ition#.
• Eeriment#- 'rou# o3 u#tomer# eo#e* to *i7ereenvironmental on/uration# an* their reation# mea#ure*
• Photorahi Bluerint#- Provi*e a vi#ualization o3 the #ervto the u#tomer at eah #te an* are u#e3ul 3or unambiuo*oumentation o3 the h!#ial evi*ene o3 the #ervie.
Ph0sica# E-idence Strateg0
7/23/2019 Caterpillar PPT 2
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0 g0
• (eonize the #tratei imat o3 h!#ial
evi*ene• Ma the h!#ial evi*ene o3 #ervie
• Clari3! the role# o3 Servie#ae
• "##e## an* i*enti3! h!#ial evi*eneoortunitie#
• 5*ate an* mo*ernize the evi*ene
• Gork ro##-3untionall!
•Communication Skills needed•Extra services provided should be inormed•!aintain records o customer machines" servicecontracts
7/23/2019 Caterpillar PPT 2
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Inverte*Servie
Marketin rianle
Providers Customers
Company
Interative
Marketin
Internal Marketin Eternal Marketin
• Sessions about CSA to
customers by Sales Expe• Report to customers abo
executed services• Train dealers to sell
intangible services• Bundle CSA with produc
contracts•!inimum number o dedicated technicians at alltimes•Easy accessibility or customer
• #ncrease teamwork andcommunication between
departments•#ncrease supply o $ualiied
ield technicians•%ormal Training& !entoring
• 'edicated teams ande$uipment
• Reports to supervisors
(er)ision
7/23/2019 Caterpillar PPT 2
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Competeor Talent
Prepare
People toPerorm
StressTeam Play
!easureand
Reward
*everage%reedom%actor
+now Thy#nternalCustomer
"ttratin;eveloinMotivatinan* retainin=uali/e*emlo!ee#
Soure South<e#t "irline# Internal Marketin Mo*el
• ,enerate a service culture in the organi-ation and make the employees understathe importance o their oering o services to customers.
7/23/2019 Caterpillar PPT 2
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(er a )isionthe importance o their oering o services to customers.
Compete orTalent
•
!ake Extensive Eorts to hire the right people
Prepare Peopleto Perorm
• Employ special trainers to train existing employees in interactive skills• %eedback rom customers and peers to improve perormance
Stress TeamPlay
• #ncrease coordination between existing departments• Stress upon cross training o employees
7/23/2019 Caterpillar PPT 2
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Mea#ure an*(e<ar*
• Recognition and praise or positive behaviour• Special incentives or taking training sessions to /uniors• Special rewards or employees in case o positive eedback
rom customers• #ncentives or selling CSAs
everaeFree*omFator
• Employees are the brand and the marketers• Encourage and allow them to take decisions to meet customer
demands
Kno< h!Internal
Cu#tomer
• +now more about the customer re$uirements• ,enerate ideas to address these needs
Eective Customer Participation
•#llustrate the importance o customers in successul service delivery
7/23/2019 Caterpillar PPT 2
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•#nteract with individual customers to improve your knowledge and build stronger relation
•Customer Care Centre should be developed on each dealership
'eine Customer Roles
•Clearly speciy their problem.
•Regular calls to the customers to know about their current service renewal
•Provide them with customer care contacts
•Single point o contact between company and client
Recruit Educate and Reward Customers
•Reward customers or proper eedback
•(er them incentives to extend their CSAs
•Educate the customers about the inancial options available
•Clearly deine wait times or the customers in dierent segments
•Share the beneits reaped by the existing CSA customers
0igh 'emand
0ire Part time technicians
7/23/2019 Caterpillar PPT 2
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Cross train employees so they can work across dierent domains
(er incentives to employees to work over time
'edicated teams and e$uipment during peak times
#nternal communication channel like portals to improve coordination between teams
1se previous standardi-ed reports to enhance services subse$uently
Set priorities or emergency re$uirements
1se entry level technicians or basic problems and proceed to expert technicians
Shit system in dealership during peak times
*ow 'emand
(er beneits in services during no peak times
Regular mandatory checkups can be conducted
Employee training can be organi-ed
#nteract with customers and oer customi-ed CSAs
"**re##
INTEGRATED SER>ICES )AR$ETINGC;))NICATI;NS
7/23/2019 Caterpillar PPT 2
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ServieIntanibili
t!
ManaeServie
Promi#e#
ManaeCu#tomerEetatio
n#
ManaeCu#tomerE*uation
ManaeInternalMarketin
Communiation
Goa#: Ser-ice De#i-er0 Promises
ADDRESS SER>ICE INTAN
Rour e=uiment i# in CaterillarT
Sho<in anible# Servi
In#etion (eommen*
Featurin #ervie ommuniation#
Gor* o3 Mouth threlation#hi#
Clearl! ommuniatin tho3 #ervie an* Lualit!on*itione*A
)ANAGING SER>ICE PR;
Per#onal Sellin o3 CS"#
;iret marketin to #e
Short-term inentive# CS" o7erin#
"**re##i
INTEGRATED SER>ICES )AR$ETINGC;))NICATI;NS
)ANAGING CST;)ER E
7/23/2019 Caterpillar PPT 2
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ServieIntanibili
t!
ManaeServie
Promi#e#
ManaeCu#tomerEetatio
n#
ManaeCu#tomerE*uation
ManaeInternalMarketin
Communiation
Goa#: Ser-ice De#i-er0 Promises
)ANAGING CST;)ER E
Ghat reair# an be arr
Servie uarantee# bet<een See* Lualit!
EDCATING T%E CST;)
In3ormin <here the E=u
Kno<le*e on 3re=maintenane
;ei#ion maker i# *i7ere
u#er)ANAGING INTERNAC;))NICATI;NS
E7etivel! ommuniatinthrouh MPC#
(e*uin the a# be#ale#8 Part #ale# E=uim
PRICING ;, CSAs K SER>ICE TIERING)ethodo#og0 ,
Pricing
7/23/2019 Caterpillar PPT 2
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TIER K III
ih Prie are Cu#tomer#ihl! Cu#tomize*
TIER K II
Sati#/er# Some Premium# Me*ium-Size* on#trution u#tomer#
Cu#tomize* to #ome etent
TIER ICore Servie# o< Prie Small
Cu#tomer# Stan*ar*ize*
$alue i# the =ua
rie I a!T $alu
Seon* ;eree P
;i#rimination
Sementation
@Cu#tomer Pere
;eman* Ela#tiit
ier#
I*enti3!in Sare
re=uire* 3or *i7e
Pro*ut# o7ere*
Store* *ata on C
urha#e# Fre=
BA?ANCED PER,;R)ANCE SC;RECARD
,INANCIA?
7/23/2019 Caterpillar PPT 2
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,INANCIA?)EASRES
1. Sale# o3 CS"#
2. "urate Bu*etin
6. Cre*it Poliie#4. "##et turnover Finanial leverae
;PER)EA
1. Part# u
2. ime utimehani#
6. Inventor
4. Proe## INN;>ATI;N
?EARNING
1. ehnoloialInnovation#
2. Emlo!ee @ehniianA#kill#
6. ime to e#tabli#hrelation#hi#
CST;)ERPERSPECTI>E
1. Co#t (e*utionmea#ure#
2. Cu#tomer Sati#3ation
6. Gor*-o3-Mouthommuniation o!alt!
7/23/2019 Caterpillar PPT 2
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T%AN$ Y;