Services are Products too

1. Services are Products too Service and Branding

2. What are we buying?

6. Services are… • Intangible • Even though they have “tangibility” • Inseparable • Produced and consumed at same time; sometimes even sold • Perishable • Cannot be stored • Variable

7. How we measure good service? • Reliable • Dependable, accurate, consistent • Responsive • prompt • Assurance • Knowledge and courtesy of employees • Empathy • Caring, attention • Tangibles • Physical aspects

8. Gap Model • 5 Service gaps • Knowledge • What customer wants and what management thinks they want • Standards • What management thinks they want and quality specs • Delivery • Gap between quality specs and service provided • Communication • What company provides and what customers were told it provides • Customer • Service they receive and what they want

9. The 4Ps of Service • Product • Core and supplemental services • Customized or standardized • Place • Convenience, location, number of outlets • Promotion • Stress tangible cues • Endorsers • Image • Postpurchase • Price • Revenue – maximize revenue • Operations – maximize cost efficiency • Patronage – maximize number of customers

10. Other Services • Non Profits • PSAs • Cause marketing • Pricing decisions vary

11. Service Failure • Listen to customer • Stay in control • Find a fair solution • Quickly resolve disputes • Examples • Best Buy

12. Branding 101 • Reputation • Customer Service • A Promise • Price • Feeling • Attitude • Values – what the brand stands for

13. Examples of strong brands

14. Brand Equity

15. Service • Can make or kill a brand • Strive for good service • Quick recoveries • The customer is always right • 5 Easy Pieces