Services Marketing For LA2M, 26 Aug 09

Creative IDeas MarketingInterim Marketing and Service Product Management


Marketing ServicesMarketing ServicesWhat What –– Why Why –– HowHow

Dee Davey Dee Davey l Creative Ideas MarketingCreative Ideas Marketingwwwwww.Creative.CreativeIdeasIdeasMarketing.Marketing.comcomdee.daveydee.davey@[email protected]


AgendaAgenda

Marketing Services

What are Services

How to Market ServicesWhy Services are Different

Dee Davey, Creative Ideas Marketing talks to Dee Davey, Creative Ideas Marketing talks to LA2M LA2M -- Lunch Ann Arbor Marketing, Aug 26, 2009Lunch Ann Arbor Marketing, Aug 26, 2009


Marketing Services

What are Services


Acts or DeedsActs or Deeds•• Tangible ActsTangible Acts

•• PeoplePeople•• GoodsGoods

•• Intangible ActsIntangible Acts ..VehicleVehicle

Options Options and and

ExtrasExtras

TransportTransport

Degrees of TangibilityDegrees of Tangibility


Tangible Elements DominateTangible Elements DominateSaltSalt

NecktieNecktieDog FoodDog Food

HouseHouseCarCar

Tailored SuitTailored SuitFast Food ShopFast Food Shop

Advertising AgencyAdvertising Agency

TheatreTheatre

Air TravelAir TravelTelevisionTelevision

NursingNursingTeachingTeaching

Intangible Intangible Elements Elements DominateDominate

Marketing Services

What are Services


Source: G Lynn Shostack, “How to Design a Service”, European Journal of Marketing, Vol 16, No 1


Marketing Services

What are Services


Service vs Product DifferencesService vs Product Differences• Performed• Experienced• Intangible• Highly Dependent on Human Element• Knowledge / Labor Intensive

• 7 not 4 Ps


Marketing What are Services


MarketingMarketing

REVI

EWWHAT,WHYFOR WHOM HOW TO DELIVER

INTERNALCOMMUNICATION

EXTERNALCOMMUNICATION

Business Plan - Costs / Business Forecast

Quality …………Corporate Identity ……… Branding

BUSINESS PLANNINGBUSINESS PLANNINGSERVICE DEVELOPMENTSERVICE DEVELOPMENT

MARKETING COMMUNICATIONMARKETING COMMUNICATION(SHOW & TELL)(SHOW & TELL)


Marketing Services

What are Services


Service vs Product DifferencesService vs Product Differences• 7 not 4 Ps

•• People People •• Process Process •• Physical EvidencePhysical Evidence

•• ProductProduct•• PricePrice•• PlacePlace•• PromotionPromotion


Marketing Services

What are Services


Service Marketing ObjectivesService Marketing Objectives•• Make it Feel RealMake it Feel Real

•• Show ProofShow Proof

•• Sell Value / BenefitsSell Value / Benefits ..

•• Build TrustBuild Trust ..

•• Improve Visibility / TangibilityImprove Visibility / Tangibility ..


Value /Benefits

What are Services


Marketing Tool Marketing Tool -- Service DescriptionService Description•• WhatWhat

•• WhyWhy

•• ScopeScope

•• Customer BenefitsCustomer Benefits

This service uses Siemens tools to load the network with simulated voice traffic and report quantitatively on the results. The simulated traffic is actual voice traffic but without the ability to add telephony handsets to talk and listen although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated between test points set up with ‘real’ telephony parameters like call duration and call arrival patterns.

• Testing of voice critical parameters:

• Delay

• Packet loss

• Jitter

• Capacity

• Identify if network resilience or security is an issue

• Assessment of data network capabilities (routers, switches and links) for VoIP

• Recommendations of limitations, improvements or suggested change.

1.1.1.1.1.1.1.1.1 Customer Benefits

Proactive problem resolution

• Awareness of network limitations /enhancements needed to successfully support VoIP

• Confidence that there is sufficient bandwidth for continued high voice quality between given test points

Improvements and optimisation

• Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting

• Increase internal and external customer satisfaction by validating voice and data application performance

• Provide peace of mind in knowing the infrastructure will be better prepared to operate efficiently implementing Voice over IP

• Ensure there is sufficient bandwidth for continued high voice quality between given test points

Planning for future

• Plan business effectively by gaining a clear understanding of how implementing VoIP may impact the network infrastructure in the future

Investment protection

• Clients acquire detailed information about their network without the investment in expensive network testing tools and training.

• Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications

1.1.1.1.1.1.1.1.2

1.1.1.1.1.1.1.1.3 Service Deliverables

Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including:

Voice Readiness Assessment Service Description

Objective: Establish if the network is ready for Voice over IP implementation

Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality.

A Voice Readiness Assessment provides confidence the data network is compliant with minimum requirements in order to meet user expectations for voice telephony but can also be considered as a thorough network Health Check.

The success of a Voice over IP (VoIP) solution is heavily dependant on the performance of the established data network and for this reason Siemens believe it is essential that the network be assessed prior to the implementation of such a solution.

This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, negative impacts on quality. Unless a network has been assessed for suitability there is a real risk that the quality and performance of voice communication is significantly below user expectation.

What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service to support real-time traffic to ensure the quality and security of VoIP operability. The data gathered can be used to check the network suitability for applications that are to be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a planning basis for long-term network expansions or optimisations. A Siemens Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security aspects of the engagement.

Siemens take a consultative approach to determine the impact of current and future network applications, provide advice on how to improve performance, recommend changes that need to be considered before implementing time critical applications such as Voice over IP, and provide recommendations in the form of a report. Network testing puts a load on the network and therefore client should anticipate fluctuation in performance of the network during simulation periods. A Voice Readiness Assessment delivered by Siemens Cisco accredited engineers, with experience of voice and data, will enable you to transform your network into a fully functioning IP-enabled infrastructure.

Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client network but can also be considered as a thorough network Health Check. This exercise is independent of voice vendor with performance compared to the ITU-T recommendation G.114..

This service may be performed at various levels:

• An extension to Advanced Audit and Capacity Analysis services

• This reports on the network components, their suitability to carry voice traffic, configuration requirements and the network capacity needed for the planned extra traffic

• Full emulation of voice services across the LAN/WAN representing real levels of planned voice traffic

Customer Benefits


External External -- Customer / PartnerCustomer / Partner•• Create / Articulate ValueCreate / Articulate Value•• Manage ExpectationManage Expectation•• Shape Shape ““something to be purchasedsomething to be purchased””

This service uses Siemens tools to load the network with simulated voice traffic and report quantitatively on the results. The simulated traffic is actual voice traffic but without the ability to add telephony handsets to talk and listen although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated between test points set up with ‘real’ telephony parameters like call duration and call arrival patterns.

• Testing of voice critical parameters:

• Delay

• Packet loss

• Jitter

• Capacity

• Identify if network resilience or security is an issue

• Assessment of data network capabilities (routers, switches and links) for VoIP

• Recommendations of limitations, improvements or suggested change.

1.1.1.1.1.1.1.1.1 Customer Benefits

Proactive problem resolution

• Awareness of network limitations /enhancements needed to successfully support VoIP

• Confidence that there is sufficient bandwidth for continued high voice quality between given test points

Improvements and optimisation

• Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting

• Increase internal and external customer satisfaction by validating voice and data application performance

• Provide peace of mind in knowing the infrastructure will be better prepared to operate efficiently implementing Voice over IP

• Ensure there is sufficient bandwidth for continued high voice quality between given test points

Planning for future

• Plan business effectively by gaining a clear understanding of how implementing VoIP may impact the network infrastructure in the future

Investment protection

• Clients acquire detailed information about their network without the investment in expensive network testing tools and training.

• Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications

1.1.1.1.1.1.1.1.2

1.1.1.1.1.1.1.1.3 Service Deliverables

Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including:

Voice Readiness Assessment Service Description

Objective: Establish if the network is ready for Voice over IP implementation

Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality.

A Voice Readiness Assessment provides confidence the data network is compliant with minimum requirements in order to meet user expectations for voice telephony but can also be considered as a thorough network Health Check.

The success of a Voice over IP (VoIP) solution is heavily dependant on the performance of the established data network and for this reason Siemens believe it is essential that the network be assessed prior to the implementation of such a solution.

This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, negative impacts on quality. Unless a network has been assessed for suitability there is a real risk that the quality and performance of voice communication is significantly below user expectation.

What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service to support real-time traffic to ensure the quality and security of VoIP operability. The data gathered can be used to check the network suitability for applications that are to be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a planning basis for long-term network expansions or optimisations. A Siemens Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security aspects of the engagement.

Siemens take a consultative approach to determine the impact of current and future network applications, provide advice on how to improve performance, recommend changes that need to be considered before implementing time critical applications such as Voice over IP, and provide recommendations in the form of a report. Network testing puts a load on the network and therefore client should anticipate fluctuation in performance of the network during simulation periods. A Voice Readiness Assessment delivered by Siemens Cisco accredited engineers, with experience of voice and data, will enable you to transform your network into a fully functioning IP-enabled infrastructure.

Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client network but can also be considered as a thorough network Health Check. This exercise is independent of voice vendor with performance compared to the ITU-T recommendation G.114..

This service may be performed at various levels:

• An extension to Advanced Audit and Capacity Analysis services

• This reports on the network components, their suitability to carry voice traffic, configuration requirements and the network capacity needed for the planned extra traffic

• Full emulation of voice services across the LAN/WAN representing real levels of planned voice traffic

InternalInternal•• Sales ToolSales Tool•• ““Job DescriptionJob Description””•• Reduces Variance in Service DeliveryReduces Variance in Service Delivery

ServiceServiceDescription

What are Services



Marketing Services

What are Services


Build TrustBuild TrustGain ConfidenceGain ConfidenceDeliver the PromiseDeliver the Promise•• Purchase CriteriaPurchase Criteria

•• IT ServicesIT Services•• Professional Professional

ServicesServices•• Leisure Industry Leisure Industry

ServicesServices..


Purchase Criteria Purchase Criteria –– IT ServicesIT Services•• Business AreaBusiness Area•• Experience / KnowledgeExperience / Knowledge•• Industry Experience/KnowledgeIndustry Experience/Knowledge•• Project Experience/ KnowledgeProject Experience/ Knowledge•• Technical Experience/SkillsTechnical Experience/Skills•• Ability to Commutate with clientAbility to Commutate with client•• Proof of CapabilityProof of Capability•• Understanding of Brief and ProposalUnderstanding of Brief and Proposal•• IntegrityIntegrity

Marketing Services

What are Services



Purchase Criteria Purchase Criteria –– Professional ServicesProfessional Services•• ListeningListening•• Relationship / Business ManagementRelationship / Business Management•• Reliability, Accessibility, ImpactReliability, Accessibility, Impact•• Fit, ImportanceFit, Importance•• PrudencePrudence•• Research Research –– stay on topstay on top•• Teaching (Knowledge Transfer)Teaching (Knowledge Transfer)

Service Service –– Deliver great service as well as great servicesDeliver great service as well as great services

Marketing Services

What are Services



Purchase Criteria Purchase Criteria –– Leisure IndustryLeisure Industry•• HonestyHonesty•• Communication !!Communication !!•• Relationship / Partnership / People AspectRelationship / Partnership / People Aspect•• Quality / ReliabilityQuality / Reliability•• Good After Care ServiceGood After Care Service

•• CommunicationCommunication•• ServiceService

Marketing Services

What are Services



Marketing Services

What are Services


Purchase Criteria Purchase Criteria –– IT ServicesIT Services•• Business AreaBusiness Area•• Experience / KnowledgeExperience / Knowledge•• Industry Experience/KnowledgeIndustry Experience/Knowledge•• Project Experience/ KnowledgeProject Experience/ Knowledge•• Technical Experience/SkillsTechnical Experience/Skills•• Ability to Commutate with clientAbility to Commutate with client•• Proof of CapabilityProof of Capability•• Understanding of Brief and ProposalUnderstanding of Brief and Proposal•• IntegrityIntegrity


Marketing Services

What are Services


Purchase Criteria Purchase Criteria –– Professional ServicesProfessional Services•• ListeningListening•• Relationship / Business ManagementRelationship / Business Management•• Reliability, Accessibility, ImpactReliability, Accessibility, Impact•• Fit, ImportanceFit, Importance•• PrudencePrudence•• Research Research –– stay on topstay on top•• Teaching (Knowledge Transfer)Teaching (Knowledge Transfer)

Service Service –– Deliver great service as well as great servicesDeliver great service as well as great services

Source: Wellesley Hills Group. “How Clients Buy Professional Services”,


Marketing Services

What are Services


Purchase Criteria Purchase Criteria –– Leisure IndustryLeisure Industry•• HonestyHonesty•• Communication !!Communication !!•• Relationship / Partnership / People AspectRelationship / Partnership / People Aspect•• Quality / ReliabilityQuality / Reliability•• Good After Care ServiceGood After Care Service

•• CommunicationCommunication•• ServiceService


Marketing Services

What are Services


Purchase Criteria Purchase Criteria –– Common FactorsCommon Factors

•• ExperienceExperience•• KnowledgeKnowledge•• CommunicationCommunication•• RelationshipRelationship•• QualityQuality•• ReliabilityReliability


Marketing Services

What are Services


Build Trust Build Trust –– People buy PeoplePeople buy People•• Market the Competencies of Your PeopleMarket the Competencies of Your People

Show Proof / EvidenceShow Proof / Evidence•• Successful DeliverySuccessful Delivery•• CredentialsCredentials


Marketing Services

What are Services


Improve Visibility / TangibilityImprove Visibility / Tangibility

•• Buyers look for Signals of QualityBuyers look for Signals of Quality•• Process Process / Evidence of Quality/ Evidence of Quality ..


Marketing Services

What are Services


Evidence Evidence Process Process QualityQuality•• Guarantees / SLAsGuarantees / SLAs•• Training / Professional DevelopmentTraining / Professional Development•• Performance MeasurementPerformance Measurement•• MethodologiesMethodologies•• Tools Tools •• ProcessesProcesses


Process / Evidence QualityProcess / Evidence Quality

Marketing Services

What are Services


Ask

Cus

tom

ers

wha

t the

y W

ant-N

eed/

Bal

ance

aga

inst

Wha

t clie

nt c

an d

eliv

er] Cust

Buys(Signs

Up)

ClientSells

CustUses

ClientDeliver

Incoming Mail

Outgoing Mail

Interact with client via People

Receive / Pay Bill

Interact with client via Technology

Consumable Re-order

Receives Consumabl

es/ Tech

Outgoing to DXOutgoing non DX

B2BOutgoing Royal MailOutgoing Carriers

Outgoing Internal

Income from DX Income Royal Mail

Income CarriersIncome Internal

(A)(B) (C)

(D)

(E)

(G)

Tracking Process (F)


Marketing Services

What are Services


Improve Visibility / TangibilityImprove Visibility / TangibilityPhysical Physical EvidenceEvidence

•• Uniforms / SignageUniforms / Signage•• Product with ServiceProduct with Service•• DocumentationDocumentation


Marketing Services

SummarySummary•• What, Why, HowWhat, Why, How

•• Value / BenefitsValue / Benefits

•• PeoplePeople•• ProcessProcess•• Physical EvidencePhysical Evidence


Marketing Services

Q & A

Dee Davey, Creative Ideas [email protected]

www.CreativeIdeasMarketing.com


BiographyBiography

Dee DaveyDee Davey helps businesses become more successful by delivering strategic market planning, service product development and business operations improvement projects; primarily for companies who offer technology or business services to their customers. Her interim marketing business, Creative Ideas Marketing, started in 2004 in the UK, helps companies adapt and extend client service offers, helps clients find new sources of revenue and brings ideas for new service products to life. Creative Ideas Marketing helps businesses who want to take the next step in marketing their business, but lack the resource or time to pull it all together.

Dee has extensive marketing experience engaging with mid-sized to major multi-national technology & service companies including AT&T/NCR, Siemens, Vodafone, Hays DX, StairMaster and Nautilus. An international marketer resident in England for 30 years, Dee has a unique ability to view and understand global marketing issues from a different perspective. Relocated to Michigan, Creative Ideas Marketing services clients primarily in technology, telecommunication and health and fitness industry sectors. Dee achieved her Professional Diploma in Management from the Open University, Open Business School in 1991, and in the same year her Diploma in Marketing Management from the United Kingdom’s most stringent professional marketing body, the Chartered Institute of Marketing.

Marketing Services

Services Marketing For LA2M, 26 Aug 09

Business

Transcript of Services Marketing For LA2M, 26 Aug 09