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Marketing Exam Study!

  • Personal communications – involve personalized messages that move in both

directs to both parties (Ie. Telemarketing) [left columns of fig. 17.2]

  • Impersonal communications – messages that move in one directions are

targeted a group of customers than one individual [right columns of fig 17.2]

Service Blueprints

  • Service blueprints clarify the interactions between customers and employees, and how these are supported by backstage activities and systems

  • Distinguishes between what customers experience “front-stage” and the activities of employees and support processes “backstage”, where customers can’t see them

  • Gives managers the opportunity to identify potential fail points

Service Process Redesign

  • SPR revitalizes processes that have become outdated

  • Achieve the following key performance measures

    • 1.

      Reduced number of service failures

    • 2.

      Reduced cycle time

    • 3.

      Enhanced productivity

    • 4.

      Increased customer satisfaction

  • Service process redesign encompasses reconstitution, rearrangement, or substitution of

service processes

  • 1.

    Eliminating non-value-adding steps Fig 19.1 pg 430

  • 2.

    Shifting to self-service

  • 3.

    Delivering direct service

  • 4.

    Bundling services

  • 5.

    Redesigning the physical aspects of service processes

Customers as Partial Employees

  • Viewing customers as “partial employees” can influence the productivity and quality of

service processes and outputs

  • Managing customers as partial employees involves:

    • 1.

      Conduct a “job analysis” of customers’ present roles in the business, and compare it with the roles the firm would like them to play

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