Marketing
Service marketing vocabulary
Service marketing vocabulary
Kartei Details
| Karten | 61 |
|---|---|
| Sprache | English |
| Kategorie | Marketing |
| Stufe | Universität |
| Erstellt / Aktualisiert | 18.05.2016 / 14.01.2020 |
| Weblink |
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explain the cycle of mediocrity
- is typically found in large bureaucraties
- service delivery tend to be rule based
- offering job security but not much scope in the job itself.
- there is no incentive to serve the customer well.
- customer/employee find such organisations frustrating
explain the cycle of success
- employees are satisfied with theri jobs and are productive
- hight profit margins allow investments in recruitment and motivation of the right frontline employees
- a lower tunrower allwos to builld up customer relationships
Which are the key areas service employees need training?
- Organisational culture, purpose and strategy; focus on getting emoltional commitment to firms strategy
- Interperonall and technical skills (communication skills like eye contact and attentive listening. technical skills like required knowledge related to processes/product e.g. how to handle return)
- Product/Service knowledge (able to explain product features)
How to motivate employees (3)?
- Job content
- Feedback and recognition
- Goal achievement
Why are customers loyal to service firm?
- Relationship can create value for customer
Factors: inspiring greater confidence, offering special benefits, providing spepial treatment (better prices, discounts), social benefits (friendship)
Explain the service recovery paradox
Customer who experience a failure that is satisfactorily resolved mal be more likely to make future purchase than customers without problems.
How to enable effective service recovery ?
- be proactive and help before customer compain
- plan recovery procedures and prepear skript for employees
- teach recovery skills
- empower personnell to use judgement skills to develope recovery solutions
How to design a effective service guarantee?
- unconditional
- easy to understand, invoke and collect
- meaningful to the customer
- credible
What is the power of service guarantees
Service guarantee set clear standards for the firm, and they also reduce customers risk perception and can build long-term loyalty.
3 priciples of service recovery sytems
- make it easy to give feedback
- enable effictive service recovery
- establish appropriate compensation level
Groups of jaycustumers (how to manage them)
- the Cheat - fake returns ar complains
- the Thief - no intention to pay
- the Rule breaker
- the Belligerent - shouting angrily
- the Famliy Feuders - customer argues with customer
- the Vandal
- the Deadbeat
to delight
erfreuen, gefallen, begeistern
measurable
messbar, nachweisbar
How to adjusting capacity to match demand ?
- use part time employees
- invite customer to self-service
-ask customer to share
- rent extra facilities/equipment
Why is the customer loyalty important for service firm's profitability?
The longer cutomer stay in with a firm the more profitable they became.
The profits derived from loyal customers come from:
1. increased purchase
2. reduced operation costs (for instance they need less assistance)
3. referral of new customers (word-of-mouth is like free advertising)
4. price premiums ( New customers often benefit from inductory discounts)
How to deepen the customer realtionship?
To make a switch more difficult
Cross-selling and Bundeling: to have many services with one firm, sometimes bundles do come with price discounts. Bank account+ familiy account+ credit card
Why is it important to target the right customer?
- match what firm can deliver
- focus on number and value
- "right customers" are not always high spenders
Value
Wert, Nutzen
proposition
Angebot, Vorhaben, Absicht, Aussage
referral
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