1. Customer Defined Service Marketing
&
Emerging Trends @ 2013
By
B.Chandramoulish

2. Name these
gentlemen??

3. “Marketing is not the art of finding clever ways to
dispose of what you make. It is the art of creating
genuine customer value."
-Philip Kotler
Companies must pay attention to the fact that
customers are getting more educated and have better
tools such as the Internet at their disposal to buy with
more discrimination. Power has been passing from the
manufacturer to the distributor, and now is passing to
the customer. The customer is King.

4. • Edward Louis Bernays
• Austrian-American pioneer in the field of public
relations and propaganda
• Influence public opinion towards supporting
American participation in World War
• First Public Relations course at New York
University in 1923

5. 7 P’s of Service Marketing
Product
Price
Promotion
Place
People
Physical evidence
Process

6. Product
Company provides products like
• Mobiles
• Properties
• Dialing cards
• Computers & Laptops
• FMCG

7. You can’t just ask what customers they
want and then try to give that to them.
By the time you get it built, they’ll want
something new.
Steve Jobs
Apple Inc

8. • Marketing is fundamentally about providing the correct
bundle of benefits to the end user, hence the saying
‘Marketing is not about providing products or services it
is essentially about providing changing benefits to the
changing needs and demands of the customer’

9. Price....
• The prices are
being charged in
accordance with:
• Pricing vary from
region to region.

10. Pricing strategies…
Penetration
Research Competition
Product line

11. Promotion....

12. Promotion of product
Example of
Promotion:
Easy
recharge
Two two
Validity
talk
offer
plan
Promotion
Reducing
VIP no’s
rates

13. PLACE
•Placing your office and outlets situated
in various places in regions.
•Attraction of crowd and other factors

14. Physical Evidence….

15. People Include...
Others like:
Technicians
Other Employees
Dealers

16. Process
• That “P” of marketing mix
which let customers get the best of the
products

17. Challenge !! -- CUSTOMER-DEFINED SERVICE STANDARDS
Challenge !! CUSTOMER-DEFINED SERVICE STANDARDS
Customer-Defined Standards:
Customer-Defined Standards:
operations standards set to correspond to
operations standards set to correspond to
customer expectations and priorities rather
customer expectations and priorities rather
than
than to
to company
company concerns
concerns such
such as
as
productivity or efficiency
productivity or efficiency

18. Process for Setting Customer-Defined Standards
1. Identify existing or desired service encounter sequence
2. Translate customer expectations into behaviors/actions
2. Translate customer expectations into behaviors/actions
3. Select behaviors/actions for standards
3. Select behaviors/actions for standards
4. Set hard or soft standards
Measure by
audits or Measure by
5. Develop feedback mechanisms
5. Develop feedback mechanisms
operating transaction-
Hard Soft
data based surveys
6. Establish measures and target levels
6. Establish measures and target levels
7. Track measures against standards
7. Track measures against standards
8. Provide feedback about performance to employees
8. Provide feedback about performance to employees
9. Update target levels and measures
9. Update target levels and measures

19. Factors Necessary for Appropriate
Service Standards
Translation of customer expectations into specific
service quality standards depends on the
degree to which tasks and behaviors to be
performed can be standardized (routinized).
Standardization of service can take three
forms.
1. Substitution for personal contact and human effort
(e.g., on-line service, voice mail, ATM)
2. Improvement in work methods
3. Combinations of (1) and (2)

20. Challenges in Service Marketing
 Giving a feel for the “product”
 Managing Demand Fluctuations
 Maintaining Quality
 Cost Containment
 Attitudinal block in using proven
principles in service marketing

22. Emerging Marketing Trends

23. CHALLENGES
Demanding markets, culture
and environments
Rapidly changing markets
Youthful and growing
populations
Limited income and space
Weak supply and distribution
channels
Underdeveloped infrastructure

25. Plans to beat the challenges
Delve into customers
 Focus on family values

26.  Aid to the distributors
Amend pricing tactics

27. People share, read and generally
engage more with any type of
content when it’s surfaced through
friends and people “they know and
trust”.
Malorie Luchich
Facebook Spokesperson

32. Can these Challenges
be converted into
Opportunities ?

33. Any Questions Please??