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 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