Designing and managing services

Based on the book, marketing management by Kotler et. Al.

What are the new service realities ?

Sia, Setting standards in the aviation industry globally for years!

Customer empowerment

• Customer more empowered now than ever before!• Demands access to unbundled

services• Uses the internet and social media as

its voice• Eg: united breaks guitars

• Improve quality by following the basic principles• Improve service design• Listen to the customer’s needs• Enabling quick recovery from failures• Training employees to handle

customers well• Servant leadership

Customer co-production

1. Redesign processes and redefine customer roles to simplify service encounters

2. Incorporate the right technology to aid employees and customers

3. Create high-performance customers by enhancing their role clarity, motivation, and ability

Reminds policyholders to suspend car insurance while on active military duty overseas.

4. Encourage “customer citizenship” so customers help customers

Golfers helping fellow golfers follow the rules

Satisfying employees as well as customers is key

• Pamper customers.• Accurately read customer needs.• Develop a personal relationship with the customers.• Deliver quality service to solve customers’ problems.

Credits & References

• Flickr.com • Images.google.com

Created by Dhananjay Goel, IIT Delhi, During an Internship by Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com

PROF. SAMEER MATHURIIM LUCKNOW

DHANANJAY GOELIIT DELHI