Service strategi Flashcards
De tre service kategorier
• people processing
o People are part of the production process (e.g. hair dresser)
• possession processing
o Involves tangible actions to physical objects (e.g. repair)
• information-based services
o Transmitting, collecting, interpreting information to the customer (e.g. consulting)
Karakteristika for serviceydelser (4 kriterier)
Services are characterized by the following features:
• Intangibility - it cannot be touched, seen, tasted or smelled
• Perishability - services cannot be stored for future usage
• Heterogeneity - services are rarely the same because they involve interactions between people
• Inseparability - the time of production is very close to or even simultaneous with the time of consumption
Relationship marketing
Considers the strategies that firms can use to retain their customers over the longer term
• The main elements that underpin relationship marketing come from the marketing of services rather than product marketing
There are two key elements to be included - the core service and relationship quality:
• The core service means being the dominant benefit or satisfaction that a customer derives from the service they have purchased
o the company can differentiate its offering around its core service to best meet the needs of its customers
• Relationship quality is another key aspect of relationship marketing
o the key aspect for relationship marketing is about building on-going, long-term contact and communications between both parties; In other words, the establishment of a relationship between them rather than an on-off single transaction and interaction
Hvad kunne påvirke relationship kvaliteten?
• Service quality
o this is important in terms of the firm providing a positive experience for the customer with its service offerings
• Trust
o can only exist between parties if the customer believes that the firm is reliable and has integrity
• Commitment
o this aspect depends upon the degree to which customers wish to build a lasting relationship with the firm
• Satisfaction
o customers will reflect on the exchange process that they experience with the firm to decide whether or whether or not it has met their expectations
Hvad er fordelene ved relationship marketing?
- An increased number of purchases due to the development of trust between the firm and its customers via increased satisfaction with the service quality provided
- Lowering cost as the cost associated with needing to attract new customers are higher than for retaining existing customers
- The profit made on a customer’s purchase over lifetime of that customer the lifetime value
- Word of mouth which is important in service marketing due to their intangible nature and helps potential customers to decide whether or not to use the service based on their reviews
- Sustainable competitive advantage - as aspects of the relationship between the firm and its customers will be very difficult for competitors to copy
- Employee satisfaction and retention
- Reduction of risk
o As services are intangible in nature possibly variable in terms of their quality and are sometimes rather complex too, they are potentially a high risk purchased for the customer as making the wrong purchase can have important negative consequences - Better quality service
o As knowledge is built up about you by the provider it helps them to adapt to a customizer their offerings to more closely match your requirements - Switching cost avoided
- Social benefits (366)
Forklar CRM (customer relationship management)
Customer relationship management (CRM) programmes allow companies to talk to individual customers and adjust elements of their marketing programmes in light of how each customer reacts to elements of the marketing mix
De fire trin i one-to-one marketing
- Identify customers and get to know them in much detail as possible
- Differentiate among these customers in terms of both their needs and their value to the company
- Interact with customers and find ways to improve cost efficiency and at the effectiveness of the interaction
- Customers some aspects of the product or services that you offer to each customer
o this means treating each customer differently based on what has been learned through customer interactions
Lifetime value of a customer
The lifetime value of a customer is the potential profit generated by a single customer purchase of affirms products over the customers lifetime
• With CRM a customer’s lifetime value is identified as the true goal not an individual transaction
• The lifetime value of the customer would be the total profit generated by the revenue stream
Customer equity
Companies are considering their relationship with customers as financial assets
• Customer equity - the financial value of a customer relationship throughout the lifetime of the relationship
• The goal is to reap a high return on the investments made in customer relationship and maximise the value of a firm’s customer equity
Customer relationship lifecycle
• The lifecycle consists of three basic phases:
o Initial phase
• At the initial stage the marketing objective is to create interest in the firm and its service.
o Purchasing phase
• At the second stage, the purchasing process, the general interest should be turned to sales by making promises which are accepted by the potential customer. The potential customer (an individual customer or an industrial buyer) should realize that accepting the promises concerning the future problem-solving offering of the firm is a good option.
o Consumption/usage phase
• During the consumption (usage) process the customer should receive positive experiences of the firm’s ability to take care of his problems.
Beskriv forskellen på traditional external marketing og interactive marketing
Traditional external marketing: Traditionel markedsføring i form af reklamer og kampagner
Interactive marketing: Service og relationship fokuseret
Service marketing continuum
• It can be useful to think. about possible marketing approaches or strategies along a marketing strategy continuum.
o As a strategy, relationship marketing can be considered one end of such a continuum.
o At the other end of the continuum, the strategy would be to concentrate on one transaction at a time with any given customer, without deliberately trying to develop any enduring relationship with that customer. This type of marketing strategy is often called transaction marketing.
Service i B2B markedet
• Business to business markets differ from customer markets in many ways:
o fewer and larger buyers, often geographically concentrated
o a derived, fluctuating and relatively inelastic demand
o many participants in the buying process
o professional buyers
o a closer relationship
o absence of intermediaries
o technological links
De 4 r’er i relationship marketing
Reward: Customer purchases and the sharing of information
Relevant: Use the information for relevant communication and offers
Respect: Costumer privacy
Response: Generate high response rates
