2. Patel Jeky

3. Patel Ashish

4. Parmar Amit

6. Customer is always right

7. Customers have a choice

8. Customers are the reason we are in business

9. People are at the heart of the customer experience

10. The way to your customer's heart is through your employees

11. Customer Service is the New, New Marketing

13. The Basic Service Package 11/3/2009 The Service Product 4

14. Customer Value Hierarchy 11/3/2009 The Service Product 5

15. Customer Value Hierarchy : Five Level Core Benefit The fundamental level is the core benefit: the service or benefit the customer is really buying. In case of bathing soap the core benefit is cleansing action. Basic Product At the second level, the marketers must turn the core benefit into a basic product. For instance the cleansing action is provided to the customer by a bathing soap bar. Thus the basic product is soap bar. 11/3/2009 The Service Product 6

16. Customer Value Hierarchy : Five Level Expected Product At the third level, the marketer prepares an expected product, a set of attributes and conditions buyers normally expect when they purchase this product. In relation to soap the expected features usually are fragrance, freshness and gentle to the skin. Augmented Product At the fourth level, the marketer prepares an augmented product that exceeds customer expectations. It is at this level that consumers distinguish one brand from another. These additional features in the soap are flavors such as chocolate, peach milk soap,(lux) ¼ thcup moisturizer (dove), fairness soap, lime fresh (liril), deodorant soaps (cinthol), Indian essence soaps (santoor, breeze, nima) 11/3/2009 The Service Product 7

17. Customer Value Hierarchy : Five Level Potential Product At the fifth level stands the potential product, which encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Offers such as combos, shampoo sachets free, dryness or face wash creams free with the soap purchased, gold coin offers, scratch cards presented with various schemes like Rs. 10 off on purchase of 3 soaps or 1 soap free on purchase of 3 etc. these are new ways to lure the customer. Apart from these features the potential product is also the novel, upcoming features which are still under research. For instance (as told to us by one of the consumers we interviewed) that a hair removal soap would be something he would be looking forward to in the near future. Apart from these features a consumer also wishes to find value for his money. Thus when choosing a soap, he looks for the one with maximum features thereby giving him value for his money. 11/3/2009 The Service Product 8

18. Services Quality Timeliness - waiting time, queuing time, processing time Accuracy - error free, reliability Courtesy - front line manners - telephone etiquette Completeness - scope of services - availability of support 11/3/2009 The Service Product 9

19. Services Quality Counti…. Set service standards that are: CLEAR – precise in meaning CONCISE – short and to the point OBSERVABLE – can be seen or measured REALISTIC – practical and attainable IMPORTANCE OF SETTING QUALITY SERVICE STANDARDS: Establish a target Communicate expectations Create a valuable management tool 11/3/2009 The Service Product 10

20. Services Quality Counti…. Availability - no. of outlets, tellers, service station Ambiance - service atmosphere - cleanliness - spaciousness of lobby Personalized Service - flexibility Convenience - location - accessibility - parking 11/3/2009 The Service Product 11

22. Providing services as promised

23. Dependability in handling customers' service problems

24. Performing services right the first time

25. Providing services at the promised time

27. Giving customers individual attention

28. Employees who deal with customers in a caring fashion

29. Having the customer's best interest at heart

30. Employees who understand the needs of their customersDeterminants Of Service Quality Conti…

32. Modern equipment

33. Visually appealing facilities

34. Employees who have a neat, professional appearance

35. Visually appealing materials associated with the service

36. Convenient business hoursDeterminants Of Service Quality Conti…

38. Employees who instill confidence in customers

39. Making customers feel safe in their transactions

40. Employees who are consistently courteous

42. The Quality Statements:- 8. Our customers find working with us easy and pleasurable 9. We know how our people feel about working here and always respond to make it better 10. We have teams and individuals who can respond quickly to changes circumstances, whatever they are 11/3/2009 The Service Product 17

43. House of Quality 11/3/2009 The Service Product 18

44. Gaps in Service Quality Word -of-mouth communications Personal needs Past experience Customer Expected service GAP 5 Perceived service External communications to consumers Service delivery (including pre- and post-contacts) GAP 3 GAP 1 GAP 4 Translation of perceptions into service quality specifications GAP 2 Provider Management perceptions of consumer expectations

45. Excellent Service – Define It It's all about the customer perception of value Integrate quality as a foundation for winning the customer's heart Be GLAD – Greet, Listen, Advise and Deliver Deliver on the brand promise Go the extra mile Have proactive service recovery procedures

46. Quote Create Passionate Customers: Passion, loyalty and advocacy are driven most strongly by emotions rather than reason; and emotions are a strongly human phenomenon

48. Listen to your customers

49. Ask the right questions

50. Solicit feedback and act on it - in person, by mail, by survey, phone call, place cards

51. Guarantee quality

52. Deliver on the Promise

53. Go the extra mile, make it personal

55. Insight 11/3/2009 The Service Product 24 Customer Service is the New, New Marketing Its all about empowering your customers so that they become an extension of your sales force and passionate advocates of your brand

56. Thank you for your proper response and support! For further information contact: +91-9427913540 vasant_parakhiya@yahoo.com From : Parakhiya Vasantkumar ssopcon@yahoo.com