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SERVICE MARKETING

Service Encounters

Self Service Technologies


Flower of Service Model

Easy to
evaluate

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EVALUATION CONTINUUM
OF SERVICES

Most
Good
s
Most
Services

Difficult to
evaluate

SERVICE ENCOUNTERS OR
MOMENTS OF TRUTH

These encounters are where promises are kept or


broken
It is from service encounters that customers build
perceptions.

REMOTE ENCOUNTERS

When customers interacts indirectly via technology like


ATMs, internet ordering sites, etc.
Also when companies send communication via mail like bank
statements, bills, etc
Judged on basis of the efficiency of the technological systems

PHONE ENCOUNTERS

Most frequent type encounter that happens over


phone
Call centre, phone enquiry, order taking etc.
Judged on basis of tone of voice, knowledge, and
effectiveness/ efficiency in handling customer issues

FACE TO FACE ENCOUNTERS

Direct contact encounters


Medical clinics, nurses, lab technicians, hotel
employees, etc
Judged on basis of both Verbal and non verbal
behaviours

THEMES OF SERVICE
ENCOUNTER

Recovery Employee Response to Service Delivery


System Failures
Adaptability Employee response to Customer
Needs and Requests
Spontaneity Unprompted and unsolicited
employee actions
Coping Employee Response to Problem
Customers

SELF SERVICE
TECHNOLOGIES (SSTS)

Technological interfaces allowing customers to


produce services independent of involvement of direct
service employee
SSTs are replacing many face-to-face service
interactions with the intention to make service
transactions more accurate, convenient and faster.
Critical components of customer-firm interactions.

STUDY ON SSTS

Customers love SSTs when:-

SSTs bail them out of difficult situation

SSTs are better than interpersonal alternatives

SSTs work

Customers hate SSTs when:-

SSTs fail (60%)


SSTs are poorly designed
Customer messes up
No service recovery

CATEGORIES AND EXAMPLES

FLOWER OF SERVICE

By Christopher

ROLES OF
SUPPLEMENTARY
SERVICES
Facilitat
Facilitat
ing
ing
Services
Services

Informati
on

Enhanci
Enhanci
ng
ng
Services
Services

Consultat
ion

Order
taking

Hospitalit
y

Billing

Safekeepi
ng

Payment

Exception
s

INFORMATION ELEMENTS

Directions to service site

Schedules/service hours

Prices

Instructions on using core product/supplementary services

Reminders

Warnings

Conditions of sale/service

Notification of changes

Documentation

Confirmation of reservations

Summaries of account activity

Receipts and tickets

ORDER TAKING ELEMENTS

APPLICATIONS

Membership in clubs or programs

Subscription services

Prerequisite-based services

ORDER ENTRY

On-site order fulfillment

Mail/telephone order placement

Email/web site order placement

RESERVATIONS AND CHECK-IN

Seats/tables/rooms

Vehicles or equipment rentals

Professional appointments

Admission to restricted facilities

BILLING ELEMENTS

Periodic statements of account activity

Invoices for individual transactions

Verbal statements of amount due

Machine display of amount due

Self-billing

PAYMENT ELEMENTS

SELF SERVICE

Insert card, cash, or token in machine

Electronic funds transfer

Mail a check

Enter credit card number online

DIRECT TO PAYEE OR INTERMEDIARY

Cash handling and change giving

Check handling

Credit/charge/debit card handling

Coupon redemption

Tokens, vouchers, etc.

AUTOMATIC DEDUCTION FROM FINANCIAL DEPOSITS

Automated systems

Human systems

CONSULTATION ELEMENTS

Customized advice

Personal counseling

Tutoring/training in product use

Management or technical consulting

HOSPITALITY ELEMENTS

Greetings

Food and beverages

Toilets and washrooms

Waiting facilities and amenities

Transport

Security

SAFEKEEPING ELEMENTS

CARING FOR POSSESSIONS CUSTOMERS BRING WITH THEM

Child or pet care

Parking facilities, valet parking for vehicles

Coat rooms

Baggage handling, storage place, safe deposit boxes

Security personnel

CARING FOR GOODS PURCHASED OR RENTED BY


CUSTOMERS

Packaging

Pickup

Transportation and delivery

Installation

Inspection and diagnosis

Cleaning

Refueling

Preventive maintenance, repairs and renovation

EXCEPTIONS ELEMENTS
SPECIAL REQUESTS IN ADVANCE OF SERVICE DELIVERY
Children's needs
Dietary requirements
Medical or disability needs
Religious observances
Deviation from standard operating procedures
HANDLING SPECIAL COMMUNICATIONS
Complaints, compliments, suggestions
PROBLEM SOLVING
Warranties and guarantees against product malfunction
Resolving difficulties that arise from using the product
Resolving difficulties caused by accidents, failures, etc
Assisting customers who have suffered an accident or medical emergency
RESTITUTION
Refunds
Compensation in kind for unsatisfactory goods and services
Free repair of defective goods

APPLYING FLOWER OF
SERVICE MODEL

Case

INFORMATION

ORDER TAKING

Booking through phone,


fax and internet

Ticket office, Call


centers, company
website, travel sites
(makemytrip.com and
the likes) and agents.

BILLING

Detailed charges split.


Email of bills
Hard copy of bills in ticket offices

PAYMENT

Payment through cash, credit or debit cards


Special cards like Jet Airways Citi Card as well for
more flying points
Special payment privileges for frequent flyers

CONSULTATION

Regarding Choices of
class, routes to a
destination & special
menus for frequent
flyers

HOSPITALITY

From ticket booking to post flight help


Cold towels as soon as you board
Menu options for food

SAFEKEEPING

Luggage
Children travelling without assitance

EXCEPTIONS

Special requests regarding meal preferences


Special amenities for elderly people or physically
handicapped
Medical needs etc

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