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7/29/2019 Services in Tour and travels
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• "Firmscannolongercompletelyrelyoncreating
superiorvaluethroughtheircoreproducts―
• "Theymustmoveintotherealmofcustomerexperiencemanagement,creatinglong-term,emotionalbondswiththeircustomersthroughtheco-creationofmemorable
experiences―
• ...notonlyinconsumermarkets,butalsoin business-to-businesscontextswhereresearch showsmeaningfulcustomerexperiences
andtheresultingemotionalbondsbetween customersandsuppliersaremore importantthanrational motivationsforcreating customerloyalty"
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Amreen
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• Timewhenthecustomerandorganisationcome
together.
• MOTisinfluencedbythreemainfactors:
• Concern
• Friendliness
• civility• Encounterscantakeplaceface-to-faceina
"servicesetting,"overthephone,throughthe
mail,orovertheInternet
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• Opportunitytosatisfycustomers
• Createcustomerloyality
• Retaincustomers
• Maintainbrandfollower
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Designingthe"TouchPoints"and"MomentsofTruth"
• Acc.ToDonaldConversetobuildupaMOTmarketerscanuseasimple5stepprocess:
• Identify&prioritizeeachcustomerepisodeorcontact
• Developalternativecustomerresponses
• Decidewhichresponsewilldelightthe
customer• Createaservicestandardtoensurebasiccustomersatisfaction
• Measurecustomersatisfactiononeach
MOT
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Danish
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• Identifycustomertypes
• Foreachcustomer,specifycustomeractions
• Specifythe"contactemployees"andtheiractivities
• Addlinksthatconnectthecustomertocontactemployeeactivitiesandtoneededsupportfunctions
• Addphysicalevidence
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Waseem
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Armeen
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AServiceBlueprintof
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SERVICEBLUEPRINT
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VIRU
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KEYPHYSICALELEMENTS
• : – GraniteCountertops&WoodFloors
• Reflectsthepricerangeofservices – Classic/BronzeArt
• EmanatesTraditionalVibe;appealstomany
– Comfortable/chicfurniture• Comfortable&HighClass/MovieStar(Makeup)
– ElaborateBouquets/Plants• Addsflairandcolor
– Stonetilinginspaareas• Naturetheme;hotsprings;revitalization
– OddShapedMirrors
• Boldshapesaddstyle
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:
VeryDiminSpaWaitingArea(Fireplace):
Relaxing
Comfortable&cozy
Notfocusedonimperfections
BrightinSalonArea:
SunlitRoomwithmanymirrors — verynatural
AllowsClientstoseetruedyecolors
Revealshowmakeupwilllookinnaturallight
StylishAppearance;NoJeans
Hair/Makeup/Nails
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:
SpaArea:
Waterfalls,slowmelodies,naturesounds
Calmingeffect
Slowsbreathing
Mayinducesleep
SalonArea:
RadioStation:STAR101.5Upbeatrhythms;Appealstomany
:AromatherapyCandlesPerClientsRequest
Inducedfeelingsdependonaroma
CommonAromas:
Lavender :toSooth,Calm&RelaxChamomile:toSooth,Calm&Relax
Lemongrass/Citronella :Stress-Reliever
Eucalyptus/Peppermint :RelievesCongestion
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WasimShah
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POTENTIALFAILPOINTS
• 1.Frontdeskgreetings
• 2.WaittimeandReceptionarea
• 3.Adequateconsultation
• 4.Cut,Color,andStyle
• 5.Thankcustomers&remindthemtocomeback
• 6.Billaccuracy
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Mohasir
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SOLUTIONS
• 1.Frontdeskgreetings:
– RequireSmile,politedemeanor&courteousscript
• 2.WaittimeandReceptionarea: – Keeponscheduleforallappointments
• 3.Adequateconsultation: – Givepersonalattentiontoeachcustomer
• 4.Cut,Color,andStyle: – Makesuretoaskcustomersexactlywhattheywant&donotrush
• 5.Thankcustomers&remindthemtocomeback: – Don’tskipthisstep!— promotescustomerloyalty
• 6.Billaccuracy: – Checkpaymenttwiceforaccuracy
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ADVANTAGESOFBLUEPRINT• Marketing:
– Helpstoidentifykeyareasformarketingcampaignads
– Visuallydetermineifaredesignisnecessary
• HumanResourceManagement: – Identifyfailpoints&correcttheseaccordingly
– Determinehiring/firingneeds
– Howtodelegatejobs/resources
• Operations: – Mapsoutvisualflowofserviceoperations
– Determinehowaredesignwouldaffectflow
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