Services Marketing and the Web Fall 2000

Providing Supplementary Services and the Internet: Taking Care of the Customer n Information n Consultation n Order-taking n Billing and Payment n Hospitality n Exceptions

Information n To obtain full value from any good or service, customers need relevant information about it. n Prospects and new customers are especially information hungry.

Involvement n The amount of time and effort a buyer invests in search, evaluation, and decision processes n Involvement level – alog.htmlhttp:// alog.html –http//

Involvement n Involvement level – –

Examples of Information Elements n Directions to where or how sold – n Schedules/hours – n Prices – n Warnings – mhttp:/ m

Examples of Information Elements n Instruction on using product – ng/html/f_frmst.htmhttp:// ng/html/f_frmst.htm n Reminders/notification of change – n Documentation –

Consultation n “What do you suggest?” n Consultation involves a dialogue to probe customer requirements and then develop a tailored solution. This category includes “solution selling” efforts.

Examples of Consultation Elements n Advice – n Auditing n Personal counseling – n Tutoring/training in product usage n Management or technical consulting –

Customer Decision Making ExpertInformation Makes Own Decision Knowledge Level Goal Framework Intermediate Structure Decision Needs Help Novice Obtain Solution Needs Expert

Examples of Frameworks n Expert – n Intermediate – n Novice –

Examples of Frameworks n All three in one – –

Order-Taking n When customers are ready to buy, it is vital for firms to do a good job of accepting applications, orders, and reservations.

Examples of Order-Taking Elements n Reservations –Seats, Tables, Rooms, Admissions –Rentals of vehicles or other equipment –Professional Appointments –

Examples of Order-Taking Elements n Applications –Membership in clubs or programs –Subscription services (e.g. utilities) –Prerequisite-based services – utes/1000_order.htmlhttp://csg.sprint.com/longdistance/1000min utes/1000_order.html

Examples of Order-Taking Elements n Order Entry – oup=CDRhttp:// oup=CDR n Inventory Management –

Billing and Payment n Customers deserve prompt, intelligible, accurate, informative bills. n They are frequently disappointed!

Examples of Billing and Payment Elements n Shopping carts –show total price –easy to understand –ability to review order n Confirmation of order –send to confirm order –provide account summary –

Hospitality: Taking Care of the Customer n Well-managed businesses try to treat customers as guests, taking care of them during transactions and when visiting. After all, marketing invited them there!

Examples of Hospitality Elements n Greetings n Treats n Entertainment n Security – bin/mserver/redirect/leaf= bin/mserver/redirect/leaf=

Exceptions n Exceptions include special requests, problem solving, complaint-handling, and compensation when things go wrong. n Customers expect a fast response to problems!

Examples of Exceptions Elements n Special requests in advance –children’s needs –dietary, medical or disability needs –religious observance –deviations from standard operating procedures –

Examples of Exceptions Elements n Handling special communications –complaints –compliments –suggestions – t.html?page= http://embassysuites.com/HotelInfo/embassy/abou t.html?page= –

Examples of Exceptions Elements n Problem Solving –Warranties and guarantees –Resolving difficulties that arise from using the product & from accidents, failures, staff, or other customers n Restitution –refunds –compensation in kind for unsatisfactory products