增值服務(wù)是戰(zhàn)略競爭優(yōu)勢(編輯修改稿)
2025-02-08 10:49 本頁面
【文章內(nèi)容簡介】 s ?Supplementary services help to differentiate core products and create petitive advantage ?Welldesigned supplementary services may: — facilitate use of core product — enhance core product and add benefits 169。 Lovelock Associates The Flower of Service: Eight Groups of Supplementary Services Core Information Consultation OrderTaking Hospitality Payment Billing Exceptions Safekeeping Facilitating Enhancing KEY: 169。 Lovelock Associates How WellExecuted Supplementary Services Add Value for Customers ?Enable customers to obtain maximum benefits from core product ?Add new benefits ?Reduce unwanted costs (. time and effort) associated with purchase and use of core product ?Make seller “easy to do business with” ?Distinguish core product from petition 169。 Lovelock Associates Facilitating Services Information Core Customers often require information about how to obtain and use a product or service. They may also need reminders and documentation 169。 Lovelock Associates Facilitating Services OrderTaking Many goods and services must be ordered or reserved in advance. Customers need to know what is available and may want to secure mitment to delivery Core 169。 Lovelock Associates Facilitating Services Billing “ How much do I owe you?” Customers deserve clear, accurate and intelligible bills and statements Core 169。 Lovelock Associates Facilitating Services Payment Core Customers may pay faster and more cheerfully if you make transactions simple and convenient for them 169。 Lovelock Associates Enhancing Services Consultation Value can be added to goods and services by offering advice and consultation that are tailored to each customer’s needs and situation Core 169。 Lovelock Associates Enhancing Services Hospitality Customers who invest time and effort in visiting a business and using its services deserve to be treated as wele guests (after all, marketing invited them there!) Core 169。 Lovelock Associates Enhancing Services Safekeeping Customers prefer not to worry about the personal possessions that they bring with them to a service site. They also expect firms to help them gain full advantage from goods that they purchase or rent. Core 169。 Lovelock Associates Safekeeping: Examples of Supplementary Services for Manufactured Goods ? Caring for customers’ new purchases ?Packaging ?Transport, delivery ?Installation ?Work under warranty ? Caring for customers’ existing possessions ?Cleaning, troubleshooting, repair ?Upgrades ?Storage ?Disposal 169。 Lovelock Associates Enhancing Services Exceptions Customers appreciate some flexibility in a business when they make special requests. They expect help when not everything goes according to plan Core 169。 Lovelock Associates Opportunities to Use Information Technology Exceptions Billing Payment Information Processes Information Consultation Safekeeping Physical Processes Order Taking Core Hospitality 169。 Lov
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