服务营销课程lecture1

1、1Instructor: Laura, WuLecture 1: Introduction to ServiceIndustrywww.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo2Learning ObjectivesLearning ObjectiveslIntroduction to service industrylImportance and meaning of customer, customer management.lIDIC strategy for service prop

2、erties.www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo3Why we study service management?Why we study service management?lService companies constitute an overwhelmingly large percentage of the economy of every industrialized nation, the size is keeping increasing. lCompare

3、 with other industry, Academic research did not catch the speed of development of service industry. lServices have characteristics that are strongly different from goods. Consequently, specialized and different managerial techniques are employed in services that are employed in many manufacturing fi

4、rms, and the knowledge and experience gained from manufacturing settings does not always transfer to services. www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo4What is Service Industry?What is Service Industry?Service is not named as what it is but as what it is not. reta

5、iling, wholesaling transportation, lodging, F&B, entertainment, financial services, education, governmentwww.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo5High cost & Low productivityPrescription?Disease of Service IndustryDisease of Service IndustryCustomer manage

6、ment!www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo6We are employed by our customersWe are employed by our customers“There is only one real boss in the world, that is your customer. As long as he shifts his expenditure from you to other suppliers, he can fire the whole

7、company.” -Sam Waltonwww.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo7www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo8Trust is the currency for all trading activity “In this crazy world, trust has never been so important, the relationship buil

8、t on the basis of trust is the only true and sustainable power. Without trust, we have to go back to “price competition” battlefield.”Reference reading 1-1www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo9IDIC marketing strategy IDIC marketing strategy Any company should b

9、e able to identify and recognize each individual customers needs; it should know what factors cause one customer different from the other; it should be able to interact and communicate with them dynamically. After understanding their differences, the company should also take actions to change their

10、standardized behaviors, so that they can meet the specialized needs of each individual customer. To build the trust-based relationships, company should start from the point of customers benefits, except of the companys benefits, to realize the win-win situation. www.art-com.co.krCopyright by ARTCOM

11、PT All rights reserved.Company LogoLogo10lIdentifylDifferentiatelInteractlcustomizeAnalysisActionCustomer informationCustomerSatisfactionwww.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo111.Identify 1.Identify lIdentify your customers, especially your return customers, no

12、matter what way they use to contact you, face to face, by phone, by internetlIndentify each customers specific details: his/her habits, preferences, characteristicswww.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo122. Differentiate 2. Differentiate lCategorize your custome

13、rs into different groups.lDistribute resources to those customers who bring more value to the company.lEstablish customized strategy or plan according to these customer information. www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo133. Interact3. InteractlIncrease interact

14、ion efficiency.lEach interaction should start from the moment where you ended last time.lEach interaction should help to update customer information and deliver new company information.www.art-com.co.krCopyright by ARTCOM PT All rights reserved.Company LogoLogo144. Customize4. CustomizelTailor specialized product.lTailor individual service delivery process. www.art-com.co.krCopyright by ARTCOM PT All rights r