服務(wù)營(yíng)銷-筆記-wenkub
2023-02-08 20:09:15 本頁(yè)面
【正文】 ? Customer really willing to pay? ? Price is cheap ? Size must big and rotation be fast ? Charge cheap ? Be low cost/control cost, because customization is high cost ? Transfer a part of work to the customer – For example, 業(yè)務(wù)決定了每一個(gè)客戶都是不一樣的，必須用定制化的流程， 如研發(fā)服務(wù)，賣豬肉 Thank you! ? 靜夜四無(wú)鄰，荒居舊業(yè)貧。 憤怒痛苦、不滿意、滿意和愉悅區(qū)域 憤怒痛苦、不滿意、滿意和愉悅區(qū)域 憤怒痛苦區(qū)域 不滿意區(qū)域 滿意區(qū)域 愉悅區(qū)域 當(dāng)客戶體驗(yàn)到一種出乎意料之外的糟糕情況時(shí)，就會(huì)感到憤怒和痛苦。 如果未達(dá)成這種要求，客戶不會(huì)感到不滿意。 滿意 /愉悅的基礎(chǔ) 客戶期望并理所當(dāng)然地認(rèn)為能獲得優(yōu)質(zhì)產(chǎn)品 滿意源于超越期望 愉悅來(lái)自意想不到的積極事件或驚喜 達(dá)成要求的結(jié)果 達(dá)成必要性要求并不能令客戶產(chǎn)生滿意感，而是產(chǎn)生一種沒(méi)感到不滿意的狀態(tài) 達(dá)成這種要求讓客戶產(chǎn)生滿意感，且達(dá)成水平越高，滿意度水平越高。 滿意度定價(jià)法 III：統(tǒng)一定價(jià)法 ? 在提供服務(wù)前議定價(jià)格 減少不確定性 —客戶不再對(duì)將要發(fā)生的成本一無(wú)所知 降低風(fēng)險(xiǎn) —公司承擔(dān)服務(wù)成本超標(biāo)的風(fēng)險(xiǎn)。Service Marketing Notes 服務(wù)營(yíng)銷 Dr. FEI xiaoqiang May 24, 2023 What is Traditional Service ? The traditional service – finance, – Logistics – Hospital – Restaurant – Hair styling – Hotel – …… What is service ? Everything can be service ? Even the manufacturer can be work in the service mode, or provide the service to support the product – YuanDa is a air condition provider – Today they provide the temperature solution instead to sell directly the air conditioner ? Service are deeds, processes, performances and experiences Key point, you need to change you mind What is service ? the percentage of the service in GDP – China 30%, plan to increased to 60% in 2023 ? Shanghai, government strategy: developing the service in Finance, Logistic service center and Biomedical technology ? Haier, the service strategy – HK95% – US75% – EU70%80% What is service ? The service is the pany interacting with the customer through process, tech,… to achieve the customer target to improve petition with happy experience ? Service is the major basis of differentiation Service is not servitude ? 服務(wù)不是低聲下氣 ? 服務(wù)是在平等的基礎(chǔ)上的業(yè)務(wù)關(guān)系 The Customer problem: How do I manage my logistic at low cost? Target Improve petition The pany Activity (process, technology,…with customer) Interactivity To achieve Provide happy experience to the customer Meaning of definition of Service 1 1. Product/service itself is not important – What important to customer is the OUTCOME 2. Managers need to find the OUTCOME(hidden need) of the customers IBM: Perceived need Computer Real need Store data Communication Analysis ……. Hidden need Decision making better and faster in order to run pany better Meaning of definition of Service 2 3. Intangible – Service is intangible 4. Change mindset to start to operate in a new model Product centric model ?Sell product ?Oneoff transaction ?Revenue oneoff ?Partial view of customer needs/requirement ?Limited interaction Service centric model ?Solution to a problem ?Continues transaction ?Revenue stream ?Holistic view of customer needs/requirement ?Create customer intimacy VS. Bank is a service centric pany but bank can operate in a product centric model Vice verse also can worakable?every thing can be service! What is service quality ? Customer look quality in 3 angles: – Oute – Interaction – Environment(physical) Sometime Oute , poor Interaction, good Environment, good Customer satisfied But Oute , very good Interaction, poor Environment, poor Customer not satisfied What is service quality ? The pany should provide – Search quality – Experience quality – Credence quality How to change the intangible service into tangible Before ? Search Quality During ? Experience Qaulity After ? Credence Quality Search Quality Experience Quality Credence Quality Are Tangible Service is intangible Change “intangible” to “Tangible” Based in the execution Before, During and After the execution The different view of the service Qaulityfrom customer and the pany From the customer point view, there are 3 points decided the quality of the service ? Result/oute ? Interaction ? Environment(physical) From the pany point of view, there are 5 points can reach the quality service ? Reliability ? Assurance ? Empathy ? Responsive ? tangible Customer role in the service ? Customer can be thoug
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