Overview of the Top Ten Concepts Designing and Managing Services

1. Chapter 13 Designing and Managing Services
1. Services Distinguished
 Equipment or people based
 Choices of process to deliver
 Client’s presence
 Personal or business need
 Objective ( profit or non – profit) and ownership ( private or public)
2. Evaluating Service
 Search Qualities – characteristic the buyer can evaluate before the
purchase
 Experience Qualities - characteristic the buyer can evaluate after the
purchase
 Credence Qualities - characteristic the buyer finds hard to evaluate
even after the purchase
3. Distinctive characteristics that adds value to the product.
 Intangibility – manage the evidence and tangibilize the intangible
Thru place, people, equipment, communication materials, symbols and
price.
 Inseparability – produced and consumed simultaneously
 Variability – Invest in good hiring and training procedures
• Standardize the service – performance process
throughout the organization.
• Monitor customer satisfaction
 Perishability – services cannot be stored, the right services must be
available at the right customer.
Example – charging demurrage to customers failure to comply with the
requirements.
4. Categories of Service Mix
 No services accompany the product

2.  Services are often crucial ( cars , computers, cellphone)
 Equal parts of goods and services ( food and preparation)
 Major services with additional supporting goods and services
 Consists primarily of services.
5. Analysis, Formulation and Implementation of Strategies
 Brand Strategies - logo’s, symbols, characters and slogans
 Identifying and satisfying customers need
Post Sale Strategy
6. Hollistic Marketing for Services
 Internal Marketing – is a means of en culturating practice
development, and a commitment to customer service, within an
organization and in the context of the organization’s identity.
 External marketing - It is the forces outside of an organization that
control a market.
 Inter Active Marketing – the employees skill in serving the market.
7. Determinants of Service Quality
 Reliability
• Providing service as promised
• Providing services at the promised time
• Maintaining error-free records
• Employees should have the knowledge to answer the customers
questions
 Responsiveness
• Keeping customers informed as to when services will be
performed
• Prompt service to customers
• Willingness to help customers
• Readiness to respond to customer’s request
 Assurance
• Employees who instill confidence in customers
• Making customer feel safe in their transactions

3. • Employees who are consistently courteous
 Empathy
• Giving Customer individual attention
• Employees who deal with customers in caring fashion
• Having the customer’s best interests at heart
• Employees who understand the needs of the customers
• Convenient business hours
 Tangibles
• Modern Equipment
• Visually appealing facilities
• Employees who have a neat, professional appearance
• Visually appealing materials associated with the service
8. Managing Service
• Customer Satisfaction
• Achievement of Goals
9. Best Practices of Service-Quality Management
 Strategic Concept – developing strategies to meet customers need
 Top management commitment – look not only on the financial
performance but also on service performance
 High Standards – Reliability - on time delivery , resilience – handling
product recalls, answering inquiries, innovativeness – marketing
insight Chelsea – small , big, oil MGO ADO
 Self Service Technologies- ATM’s, vending machine, self puming at
gas station etc
10. Customer Interface System
 Physical Presence and Appearance
 Cognition – be able to recognize pattern, draw conclusions and
communicate articulately
 Emotion or Attitude – be respectful and attentive
 Connectedness – remain well connected to other sources important to
customers experience

4. Boston based Paul English, got so fed up with Gethuman – automated voice response
system, turned to gethuman.com.
Customers should always press zero to get into a human.
In this graph, you'll notice that you are participating actively across all channels. You
have your bases covered and a full circle of protection surrounding your business. To
save money, you participate to a lesser degree in each channel, but you do not ignore
critical channels. As your business increases or decreases, you can adjust your
engagement across all channels accordingly.
If you're not getting the results you want from your current marketing effort, give the
holistic approach a try. Determine a sustainable budget for your business. Do some
research on the most effective channels for your business (many of the most effective
channels are outlined in detail on our blog). Once you have determined the most
effective channels, divide your budget by those channels and see if there is enough to
sustain your presence in that channel. Keep playing with the numbers until you can
make a strong but sustainable effort in several of the most effective channels.
Don't be afraid to spend some of your budget on exploration. Marketing is all about
testing to see what works for your business. Trial and error is a big part of this process. It
can be scary to "waste" money when you don't know for sure what is going to work best.
But the alternative of never finding out what works at all is much worse.
In this graph, you'll notice that you are participating actively across all channels. You
have your bases covered and a full circle of protection surrounding your business. To
save money, you participate to a lesser degree in each channel, but you do not ignore
critical channels. As your business increases or decreases, you can adjust your
engagement across all channels accordingly.
This graph illustrates the ideal marketing scenario. You have determined which channels
are most effective for your business and you are fully engaged in each channel. For
example, you've got a well optimized website up, you are advertising your business on
Google and are actively getting online reviews from your clients. You have claimed your
Yelp profile and your Google Maps profile. You're blogging and even have a Facebook
fan page.
I'm Michelle Libuit and I am an external reporting professional. I ensure that every
filing is complete, accurate and filed timely with the Securities and Exchange
Commission,Bureau of Internal Revenue, Board of Investments and Martime Industry
Authority. I've had the invaluable experience of working with private equity and on
an I.P.O. with Php800M capitalization. I am focused, able to offer differing opinions,
knowledgeable about operational accounting policies and practices. I am always
available to assist in any capacity I can.