Class on December 31st, 2014
2 sessions
INTRODUCTION TO SERVICES
Self and Course Introduction
NATURE OF SERVICES
Dushyant Training Company
The concept of encounters
Architecture of an encounter
Hint that the encounter can be analyzed through blueprint
Products are bought in units which are inventoried. Services are bought in encounters of duration.
Where is the value embedded. In product or in the encounter.
Class on January 2nd 2015
2 sessions
HOW IS VALUE CREATED IN SERVICES
Encounters ( Facility : 3 types of logic, People : Selection .., Process....Proof..blue printing)
Marketing Mix ( People, Process, Proof)
Class on January 5th 2015
2 sessions
SERVICE CLASSIFICATION
IMPORTANCE OF PEOPLE IN SERVICE
Case : Coimbtore Finance Corporation
8 Differences : High & Low Contact Services
2 sessions
INTRODUCTION TO SERVICES
Self and Course Introduction
NATURE OF SERVICES
- 3 sectors : service pie increasing : affluence leads to increase in services because there is an upper limit on how much service can be consumed. Maslow connection.
- Why study service ? (A) Max employment opportunities (B) Service can be distinguishing factor when products are commoditized
- HUL is a "Product Company" ? 50% cost comes from services
- Product - Service Continuum
- Tailored suit vis-v-vis vehicle loan : product service continuum
- Differences between products and services
DIFFERENCES BETWEEN PRODUCTS AND SERVICES
- A product can be made "operationally" even if the customer is absent and can be stored and transported and distributed. Services are produced in a different way : the high contact services need the presence of a customer who demands customization and co-creation. Products are made in absence of the customer hence they are standardized and efficiency oriented and for such companies the marketing concept and voice of customer becomes important in product business. Services
- are made in presence of the customer and are therefore intrinsically customer centric.
- But a service
- Have a service radius
- Product can be m
Dushyant Training Company
The concept of encounters
Architecture of an encounter
Hint that the encounter can be analyzed through blueprint
Products are bought in units which are inventoried. Services are bought in encounters of duration.
Where is the value embedded. In product or in the encounter.
Class on January 2nd 2015
2 sessions
HOW IS VALUE CREATED IN SERVICES
Encounters ( Facility : 3 types of logic, People : Selection .., Process....Proof..blue printing)
Marketing Mix ( People, Process, Proof)
Class on January 5th 2015
2 sessions
SERVICE CLASSIFICATION
IMPORTANCE OF PEOPLE IN SERVICE
Case : Coimbtore Finance Corporation
8 Differences : High & Low Contact Services
It is clear that the "cost to serve" per person is higher in
high contact service.
High contact service is effective (satisfying) but not efficient
High contact service needs "broad band" providers and deft
handlng
High contact service difficult to scale up
Processing of
1. Materials
2. Bodies
3. Minds
4. Information
5. Ideas
Where
1. On customer site
2. At service center
3. Mobile place
What customers
expect ?
Product
|
Factory : Material and
Processes
|
Machines
|
Service
|
Labour
|
People : Physical
|
Expertise
|
Providing solution
|
Qualification, Experience
|
Facility
|
Sensory Experience,
|
|
Access
|
Location, Speed, Conv
|
Real Estate
|
Reputation
|
Capability surrogate
|
|
Platform
|
Network
|
Others
|
Image
|
Who others use it
|
|
Performance
|
Talent
|
Recruitment
|
Total time spent
|
End to end
|
Process
|
Coimbtore Case
- Profit can be improved by attrition
- draw the individual profile LOS x Productivity
- draw the pyramid of wasted cost due to attrition
- draw the service profit chain model
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