3 HOW CAN WE ACHIEVE EXCELLENCE IN

SERVICES MARKETING?

Marketing

excellence with

services requires

excellence in three

broad areas

1. External

marketing

Describes the normal work of preparing, pricing,

distributing and promoting the service to consumers

2. Internal

marketing

Describes training & motivating employees to

serve customer well

3. Interactive

marketing

Describes employee’s skill in serving the

client

Best practices

of top service

companies

1.Strategic

concept

They have a clear sense of their target

customers

Have developed a distinctive strategy

for satisfying these needs.

2.Top-management

commitment

Their managements look monthly not only at

financial performance, but also at service performance.

3. High

standards

The best service providers set high quality standards

Ex- Citibank aims toanswer phone calls within 10

seconds

4.Profit

tiers

Provide service quality according to spending power of consumers

5.Monitoring

systems

Top firms audit service performance(like ghost shopping, surveys, suggestions), both their

own andcompetitors’, on a regular basis

to improve their efficiency

6.Satisfying

customer

complaints

Companies encourage disappointed customers to complain.

They empower employees to remedy the situation on the spot

7.Providing

secondary

services

The provider can add secondary service features to the package like sale, free breakfast buffets,

and loyalty programs.

8 Innovation

with

differences

Innovation in serviceofferings can help

companies to have an edge over competitors

Credits• http://rack.2.mshcdn.com/media/ZgkyMDEyLzEyLzA0LzYxLzEwdHdpdHRlcmJlLmIyei5wbmcKcAl0aHVtYgk5NTB4NTM0IwplCWpwZw/895a7aac/138/10-twitter-best-practices-for-brands-ed5b32b2e9.jpg

• https://blog.vce.com/wp-content/uploads/2014/07/Financial-Services-620x410.jpg

• http://www.notredameonline.com/media/3844267/matching-employee-skills-and-personality.jpg

• https://juangreatleap.files.wordpress.com/2011/12/innovation1.jpg

• https://deshannonspeaks.files.wordpress.com/2015/02/free-sign.jpg

• http://www.superoffice.com/blog/wp-content/uploads/2014/11/customer-complaints.png

• http://wjb-cpa.typepad.com/.a/6a00d8354c0d2669e2017eeb206d11970d-pi

• http://www.fodors.com/images/best-hotels-for-service.jpg

• http://yesmasters.com/wp-content/uploads/2013/07/Commitment-vs-goal.jpg

• http://www.ujnews.com/wp-content/uploads/2013/05/Chess.jpg

DISCLAIMER

•Created by ANURAG JAIN, NIT ALLAHABAD, during an internship by Prof. Sameer Mathur, IIM Lucknow.

• www.IIMInternship.com