Delivering Service through Intermediaries and Electronic Channels
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Transcript of Delivering Service through Intermediaries and Electronic Channels
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DELIVERING SERVICE THROUGH INTERMEDIARIES AND
ELECTRONIC CHANNELSTHE
MEGAMINDS
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The MegamindsMd. Shafaeth Zaman
Nafiz Imtiaz Noor
Md. Asiful Islam
Md. Ashiqul Islam
Md. Saidur Rahman
Muqtadir Fattah Nayeb
Aniqa Tahsin Anchal
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LEARNING OBJECTIVES• Identify the primary channels through which services are delivered
to end customers.
• Provide examples of each of the key service intermediaries.
• Discuss the benefits and challenges of each method of service delivery.
• Outline the strategies that are used to manage service delivery through intermediaries.
T H E M E G A M I N D S
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OUTLINE• Service Distribution• Direct or Company-Owned Channels• Franchising• Agents and Brokers• Electronic Channels• Common Issues Involving Intermediaries• Strategies for Effective Service Delivery Through Intermediaries
T H E M E G A M I N D S
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SERVICE DISTRIBUTION
T H E M E G A M I N D S
1. Direct Delivery
2. Delivery of Service Through Intermediaries
2.1 Franchising2.2 Agent and Brokers2.3 Electronic Channels
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1. DIRECT OR COMPANY-OWNED CHANNELS
Apollo Hospital IBM Global Services Jawed Habib
T H E M E G A M I N D S
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2. DELIVERY OF SERVICE THROUGH INTERMEDIARIES
2.1 Franchising
2.2 Agent and Brokers
2.3 Electronic Channels
T H E M E G A M I N D S
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2.1 FRANCHISING
T H E M E G A M I N D S
airtel KFC Navana Limited
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TA B L E 1 4 . 1
BENEFITS AND CHALLENGES FORFRANCHISERS OF SERVICE
Benefits:• Leveraged business format for greater expansion and
revenues• Consistency in outlets• Knowledge of local markets• Shared financial risk and more working capital
Challenges:• Difficulty in maintaining and motivating franchisees• Highly publicized disputes and conflict• Inconsistent quality• Control of customer relationship by intermediary
T H E M E G A M I N D S
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T A B L E 1 4 . 1 ( C O N T I N U E D )
BENEFITS AND CHALLENGES FORFRANCHISEES OF SERVICE
Benefits:• An established business format• National or regional brand marketing• Minimized risk of starting a business
Challenges:• Encroachment• Disappointing profits and revenues• Lack of perceived control over
operations• High fees
T H E M E G A M I N D S
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AGENTS AND BROKERS
T H E M E G A M I N D S
AVIVA Life Insurance American Express Oppenheimer Funds
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T A B L E 1 4 . 2
B E N E F I T S A N D C H A L L E N G E S I N D I S T R I B U T I N G S E R V I C E S T H R O U G H A G E N T S A N D B R O K E R S
Benefits:• Reduced selling and distribution costs• Intermediary’s possession of special
skills and knowledge• Wide representation• Knowledge of local markets• Customer choice
Challenges:• Loss of control over pricing• Representation of multiple service principals
T H E M E G A M I N D S
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ELECTRONIC CHANNELS
T H E M E G A M I N D S
Mobile Banking Sesame Street akhoni.com
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T A B L E 1 4 . 3
B E N E F I T S A N D C H A L L E N G E S I N E L E C T R O N I C D I S T R I B U T I O N O F S E R V I C E S
Consistent delivery for standardized servicesLow costCustomer convenienceWide distributionCustomer choice and ability to customizeQuick customer feedback
Price competitionInability to customize with highly standardized servicesLack of consistency due to customer involvementChanges in consumer behaviorSecurity concernsCompetition from widening geographies
T H E M E G A M I N D S
Challenges:Benefits:
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COMMON ISSUES INVOLVING INTERMEDIARIES
T H E M E G A M I N D S
Channel ambiguityTension between empowerment and control
Difficulty controlling quality and consistency across outlets
Conflict over objectives and performance
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STRATEGIES FOR EFFECTIVE SERVICE DELIVERY THROUGH INTERMEDIARIES
• Empowerment Strategies• Control Strategies• Partnering Strategies
T H E M E G A M I N D S
• Help the intermediary develop customer-oriented service processes• Provide needed
support systems• Develop
intermediaries to deliver service quality• Change to a
cooperative management structure
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STRATEGIES FOR EFFECTIVE SERVICE DELIVERY THROUGH INTERMEDIARIES
• Empowerment Strategies• Control Strategies• Partnering Strategies
T H E M E G A M I N D S
• Measurement• Review
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STRATEGIES FOR EFFECTIVE SERVICE DELIVERY THROUGH INTERMEDIARIES
• Empowerment Strategies• Control Strategies• Partnering Strategies
T H E M E G A M I N D S
• Alignment of goals• Consultation and
cooperation
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THE END
THANK YOU!