This ppt includes Service concept, service flower, Service marketing mix, Servqual model, employees and customer roles in service delivery. Usefull for 3rd sem MMS student for subject Service marketing
12. SERVICE MARKETING MIX
Basic Product: UPI, Bank Transfer.
Expected Product:
➔ Smooth Transfer of money without
any Errors.
➔ Data Privacy.
➔ Online payments on E-Commerce site.
➔ Cashbacks.
PRODUCT
13. SERVICE MARKETING MIX
Augmented Product:
➔ Quick Refunds in case of Errors.
➔ Discounts on PhonePe Switch.
➔ Discounts on PhonePe Store.
➔ Hotel & Travel Bookings.
➔ Mutual Funds.
➔ Virtual Gold.
PRODUCT
14. SERVICE MARKETING MIX
PRODUCT
Potential Product:
➔ All the services in one app.
➔ Trading and Demat A/c.
➔ Virtual Jewellery Store.
➔ Streaming Services.
➔ Banking Services.
➔ Cab Services.
➔ Property and Rent.
15. SERVICE MARKETING MIX
PRICE PLACE PROMOTION
➔ Free of Cost.
➔ Commission Based
Earnings.
➔ Third-party
Partnerships.
➔ Eg. Switch, Store,
Insurance etc.
➔ Online, Safe, Secure.
➔ D2C Model.
➔ Throughout India.
➔ Distant Payments.
➔ Smartphones
Exclusively.
➔ Pull Marketing.
➔ ATL
(Undifferentiated)
➔ BTL (Personalized)
➔ TTL (Mixture)
➔ Credibility.
16. SERVICE MARKETING MIX
PEOPLE
PHYSICAL
EVIDENCE
PROCESS
➔ Service Personnel.
➔ Low Contact Service.
➔ Customer Service
(Chats, Calls).
➔ No Physical
interaction (E2C).
➔ Vendors & Customer.
➔ Tangibles - Smartphones.
➔ Environment - Digital,
Online.
➔ Brand Name - PhonePe.
➔ Identity - Sound Tone.
➔ Appearance - Interactive
UI & Easy Shortcuts.
➔ Transfer of Money.
➔ Customization -
Need of Customers.
➔ Reducing
Complexities.
➔ Process Location -
Online.
17. SERVQUAL
TANGIBLE
RELIABILITY
RESPONSIVENES
S
ASSURANCE
EMPATHY
➔ Only Smartphone.
➔ Dependable - Safe & Secure Money Transfer.
➔ Accurate Performance - Very few chances of Error.
➔ Prompt & fast payments.
➔ Interactive User Interface.
➔ Customizable Shortcut.
➔ Competence - Swift & rapid payment.
➔ Courtesy - User friendly App.
➔ Credibility - Safety, Govt. Promotion.
➔ Security - Privacy of data, Card details,
Pins & Passwords
18. SERVQUAL
TANGIBLE
RELIABILITY
RESPONSIVENES
S
ASSURANCE
EMPATHY
➔ Only Smartphone.
➔ Dependable - Safe & Secure Money Transfer.
➔ Accurate Performance - Very few chances of Error.
➔ Prompt & fast payments.
➔ Interactive User Interface.
➔ Customizable Shortcut.
➔ Access - Easily downloadable on IOS, Android.
➔ Communication - Provide quick Cashback in
Errors, Prompt solutions for any raised ticket.
➔ Understanding the Customer provide shortcuts
as per usage.
19. SERVICE BLUEPRINT
Physical
Evidence
Customer
Contact
Person
Support
Process
Customer Scan’s
QR code
Payer PSP
Gateway
Auth. request
sent to NPCI
Debit Request
Issuer Bank
Debit Response
Receives Credit
Beneficiary Bank
Credit Response
Customer PSP
Gateway
Customer receives
msg of Debit &
shows it to vendor
Line of Interaction
Line of Visibility
Line of Internal Interaction
UPI Money transfer to Vendor
Smartphone,
QR code,
Employee,
Payment Desk
Smartphone,
QR code,
Employee,
Payment Desk
On Stage
Back Stage
Vinayelve@okaxisbank
Vinayelve@okhdfcbank
20. EMPLOYEES ROLE IN SERVICE DELIVERY
Service Triangle
Strategies for delivering Service Quality.
➔ Employees should create awareness of
PhonePe among vendors.
➔ Employees should tell vendors what
errors could take place during
transactions.
Customer-Oriented Service delivery.
➔ Proficient CRM System.
➔ Provide quick solutions to any
complaints.
➔ How to use Pamphlets & Sticker near QR
codes
Company
Employee Customer
Interactive
21. CUSTOMER’s ROLE IN SERVICE DELIVERY
Importance of Customer in improving PhonePe usage.
➔ Customer use PhonePe app.
➔ Gets Cashback.
➔ Suggest their friends & family to use PhonePe.
➔ Share PhonePe app through Referral program.
Customers as Service Promoters.
➔ Customer teaches their friends & family how to use PhonePe app.
➔ Customer could share the details of their received Cashback on Social
Media.
Customers as Problem Solvers.
➔ Customer suggestions & feedback could make service more faster.
➔ Customer resolves queries of other customers on social media eg,
Twitter.
