1 / 24

Services Marketing and the Web

Services Marketing and the Web. Fall 2000. Providing Supplementary Services and the Internet: Taking Care of the Customer. Information Consultation Order-taking Billing and Payment Hospitality Exceptions. Information.

veda-schultz
Download Presentation

Services Marketing and the Web

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Services Marketing and the Web Fall 2000

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

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

  4. Involvement • The amount of time and effort a buyer invests in search, evaluation, and decision processes • Involvement level • http://www.officemax.com/FreeDelivery/catalog.html • http//www.pharmor.com

  5. Involvement • Involvement level • http://www.prairiefrontier.com • http://www.clifbar.com

  6. Examples of Information Elements • Directions to where or how sold • http://fedex.com/us/dropoff/ • Schedules/hours • http://www.bradley.edu/irt/lib/libhours.html • Prices • http://www.eurostar.com/ • Warnings • http:/www.bhglive.com/homeimp/docs/index.htm

  7. Examples of Information Elements • Instruction on using product • http://www.certainteed.com/consumer/fencing/html/f_frmst.htm • Reminders/notification of change • http://www.rnrnow.com/JJR/REGITR.HTML • Documentation • http://colgate.com/Pro/index.html

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

  9. Examples of Consultation Elements • Advice • http://www.walgreens.com/ • Auditing • Personal counseling • http://www.sprint.salestar.com • Tutoring/training in product usage • Management or technical consulting • http://www.bhglive.com/homeimp/docs/index.htm

  10. Customer Decision Making KnowledgeLevel Framework Goal Expert Information Makes Own Decision Intermediate Structure Decision Needs Help Novice Obtain Solution Needs Expert

  11. Examples of Frameworks • Expert • http://www.gcada.com/tomgill/ • Intermediate • http://1800flowers.com • Novice • http://www.sprint.com/cpguide/index.html

  12. Examples of Frameworks • All three in one • http://us.imdb.com/search • http://csg.sprint.com/productadv/index.html

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

  14. Examples of Order-Taking Elements • Reservations • Seats, Tables, Rooms, Admissions • Rentals of vehicles or other equipment • Professional Appointments • http://www.goalamo.com/reserve/

  15. Examples of Order-Taking Elements • Applications • Membership in clubs or programs • Subscription services (e.g. utilities) • Prerequisite-based services • http://csg.sprint.com/longdistance/1000minutes/1000_order.html

  16. Examples of Order-Taking Elements • Order Entry • http://www.cdw.com/search/default.asp?group=CDR • Inventory Management • http://www.lhtech.com

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

  18. Examples of Billing and Payment Elements • Shopping carts • show total price • easy to understand • ability to review order • Confirmation of order • send e-mail to confirm order • provide account summary • http://www.eframe.net/

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

  20. Examples of Hospitality Elements • Greetings • Treats • Entertainment • Security • http://www.cdnow.com/cgi-bin/mserver/redirect/leaf=

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

  22. Examples of Exceptions Elements • Special requests in advance • children’s needs • dietary, medical or disability needs • religious observance • deviations from standard operating procedures • http://flycontinental.com/tis/

  23. Examples of Exceptions Elements • Handling special communications • complaints • compliments • suggestions • http://embassysuites.com/HotelInfo/embassy/about.html?page=EMAIL • http://iflyswa.com/

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

More Related