服务营销-笔记

ServiceMarketingNotes服务营销Dr.FEIxiaoqiangMay24,2012WhatisTraditionalService•Thetraditionalservice–finance,–Logistics–Hospital–Restaurant–Hairstyling–Hotel–……Whatisservice•Everythingcanbeservice•Eventhemanufacturercanbeworkintheservicemode,orprovidetheservicetosupporttheproduct–YuanDaisaairconditionprovider–Todaytheyprovidethetemperaturesolutioninsteadtoselldirectlytheairconditioner•Servicearedeeds,processes,performancesandexperiencesKeypoint,youneedtochangeyoumindWhatisservice•thepercentageoftheserviceinGDP–China30%,plantoincreasedto60%in2020•Shanghai,governmentstrategy:developingtheserviceinFinance,LogisticservicecenterandBio-medicaltechnology•Haier,theservicestrategy–HK95%–US75%–EU70%-80%Whatisservice•Theserviceisthecompanyinteractingwiththecustomerthroughprocess,tech,…toachievethecustomertargettoimprovecompetitionwithhappyexperience•ServiceisthemajorbasisofdifferentiationServiceisnotservitude•服务不是低声下气•服务是在平等的基础上的业务关系TheCustomerproblem:HowdoImanagemylogisticatlowcost?TargetImprovecompetitionThecompanyActivity(process,technology,…withcustomer)InteractivityToachieveProvidehappyexperiencetothecustomerMeaningofdefinitionofService11.Product/serviceitselfisnotimportant–WhatimportanttocustomeristheOUTCOME2.ManagersneedtofindtheOUTCOME(hiddenneed)ofthecustomersIBM:PerceivedneedComputerRealneedStoredataCommunicationAnalysis…….HiddenneedDecisionmakingbetterandfasterinordertoruncompanybetterMeaningofdefinitionofService23.Intangible–Serviceisintangible4.ChangemindsettostarttooperateinanewmodelProductcentricmodel•Sellproduct•One-offtransaction•Revenueone-off•Partialviewofcustomerneeds/requirement•LimitedinteractionServicecentricmodel•Solutiontoaproblem•Continuestransaction•Revenuestream•Holisticviewofcustomerneeds/requirement•CreatecustomerintimacyVS.BankisaservicecentriccompanybutbankcanoperateinaproductcentricmodelViceversealsocanworakableeverythingcanbeservice!Whatisservicequality•Customerlookqualityin3angles:–Outcome–Interaction–Environment(physical)SometimeOutcome,poorInteraction,goodEnvironment,goodCustomersatisfiedButOutcome,verygoodInteraction,poorEnvironment,poorCustomernotsatisfiedWhatisservicequality•Thecompanyshouldprovide–Searchquality–Experiencequality–CredencequalityHowtochangetheintangibleserviceintotangibleBefore•SearchQualityDuring•ExperienceQaulityAfter•CredenceQualitySearchQualityExperienceQualityCredenceQualityAreTangibleServiceisintangibleChange“intangible”to“Tangible”BasedintheexecutionBefore,DuringandAftertheexecutionThedifferentviewoftheserviceQaulity-fromcustomerandthecompanyFromthecustomerpointview,thereare3pointsdecidedthequalityoftheservice•Result/outcome•Interaction•Environment(physical)Fromthecompanypointofview,thereare5pointscanreachthequalityservice•Reliability•Assurance•Empathy•Responsive•tangibleCustomerroleintheservice•Customercanbethoughtofas“partialemployee”•“toprovidethegreatserviceexperience,providenoservice”--EbayCustomerarepartialofthecompanyemployee•Customerwillbemoresatisfied–Becausetheyarepartoftheworkandenjoytheexperiencetheyhaveduringthework•Customerwillbelessdissatisfied–Becausetheyjointheworkandtakeapartoftheresponsibility•Reducethecost–BecausetheydothecontributionManagethecustomer(expectation)before/during/aftertheservice•Rewardthecustomer•PunishthecustomerMarketMixforservice:7Ps•Product•Price•Place•Promotion•People•Physicalevidence•Process•Customerrequirement•Customercost•Customerconvenience•Communication•Contact•Clues•Confortable/confidenceTheServiceQualitygapbetweentheserviceproviderandthecustomerexpectation•Knowledgegap–Don’tknowthecustomerneed/therealandhiddenneed•Designgap–Don’tknowhowtodesignagoodservicemode•Performancegap–Can’tdelivertheperformance/stableperformancebecauseoftheexecution•Communicationgap–Can’tmakeagoodcommunicationwithcustomerServiceQualityGapmodel服务质量差距模型ServiceDelivery服务交付ExpectedService期待的服务PerceivedService感知的服务Customer-drivenservicedesignandstandard客户驱动的服务设计和标准CompanyPerceptionsofcustomerexpectations企业感知的客户期望Externalcommunicationstocustomer向外传达给客户差距1差距2差距3差距4CustomerCompany客户差距Thevalueattributeofaservice•ThefeaturesofaservicethatisvaluabletothecustomerWhatisthecustomerneeds•The3levelsofthecustomerneeds–Perceivedneed–Realneed–Hiddenneed•Findthehiddencustomerneedinsteadoftheperceivedandrealneedtocoverthe“knowledgegap”toprovidethebetterservice•Therearemanydifferentwaystodigdeeplyofthehiddenneed–Observationisoneoftheway–MarketresearchandotheralsoBuildablueprint制定服务蓝图第一步Identifytheprocesstobeblueprinted第二步Identifythecustomerorthecustomersegment第三步Maptheprocessfromthecustomer’spointofview第四步Mapcontactemployeeactions,onstageandbackstage,and/ortechnologyactions第五步Linkcontactactivitiestoneededsupportfunctions第六步AddevidenceofserviceateachcustomeractionstepBuildablueprintofserviceWhatserviceblueprintlookslike：司机提取包裹客户服务订单客户客户来电客户提交包裹派出司机机场接收和装运运抵分拣中心包裹分拣装上飞机飞往目的地卸载和分拣装上卡车递送包裹接收包裹支持流程后台前台接触人员有形展示卡车包装表单手提电脑制服卡车包装表单手提电脑制服快递服务蓝图互动线可视线内部互动线司机提取包裹客户服务订单改进：提到可视线以上Keeppointofmakingablueprint•Basedontheprocesswhenyoumaketheservice•Basedonthecustomerpointofview•