Services Marketing & Customer Service
“Excellent firms don’t believe in excellence
but in constant improvement”
- Tom Peters
Overview
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This workshop takes employees and professionals with little or no prior knowledge about customer service and services marketing, through the basic principles and enables them to understand and analyze their company's customer service programs.
Objectives & Benefits
Participants will be able to:
- Grasp on the differences that exist between product and service marketing
- Gain insights into the additional 3Ps and relate them to the services differences
- Understand the Service Continuum and the related business issues
- Understand the aspects of managing customers’ expectations
- Gain insights into the levels and factors affecting the customer service quality
Workshop Outline
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What Do Customers Buy
Product / Service Levels
Product / Service Differences
- Intangibility
- Inseparability
- Variability
- Perishability
The 3 Ps of Services
- People
- Physical Evidence (Proof)
- Processes
The Service Continuum
- Product
- Product with Service supplement
- Hybrids
- Services with Product supplement
- Service
Customer Service Expectations
Customer Service Quality
- Quality Definition
- Levels of Service Quality
- Service Quality Factors