服務(wù)營(yíng)銷(xiāo)課程lecture-1課件

1、1,服務(wù)營(yíng)銷(xiāo)課程lecture-1,Instructor: Laura, Wu,Lecture 1: Introduction to ServiceIndustry,2,服務(wù)營(yíng)銷(xiāo)課程lecture-1,Learning Objectives,Introduction to service industry Importance and meaning of customer, customer management. IDIC strategy for service properties,3,服務(wù)營(yíng)銷(xiāo)課程lecture-1,Why we study service management,Se

2、rvice companies constitute an overwhelmingly large percentage of the economy of every industrialized nation, the size is keeping increasing. Compare with other industry, Academic research did not catch the speed of development of service industry. Services have characteristics that are strongly diff

3、erent from goods. Consequently, specialized and different managerial techniques are employed in services that are employed in many manufacturing firms, and the knowledge and experience gained from manufacturing settings does not always transfer to services,4,服務(wù)營(yíng)銷(xiāo)課程lecture-1,What is Service Industry,

4、Service is not named as what it is but as what it is not. retailing, wholesaling transportation, lodging, F it should know what factors cause one customer different from the other; it should be able to interact and communicate with them dynamically. After understanding their differences, the company

5、 should also take actions to change their standardized behaviors, so that they can meet the specialized needs of each individual customer. To build the trust-based relationships, company should start from the point of customers benefits, except of the companys benefits, to realize the win-win situat

6、ion,10,服務(wù)營(yíng)銷(xiāo)課程lecture-1,Identify Differentiate Interact customize,Analysis,Action,Customer information,Customer Satisfaction,11,服務(wù)營(yíng)銷(xiāo)課程lecture-1,1.Identify,Identify your customers, especially your return customers, no matter what way they use to contact you, face to face, by phone, by internet Indenti

7、fy each customers specific details: his/her habits, preferences, characteristics,12,服務(wù)營(yíng)銷(xiāo)課程lecture-1,2. Differentiate,Categorize your customers into different groups. Distribute resources to those customers who bring more value to the company. Establish customized strategy or plan according to these

8、customer information,13,服務(wù)營(yíng)銷(xiāo)課程lecture-1,3. Interact,Increase interaction efficiency. Each interaction should start from the moment where you ended last time. Each interaction should help to update customer information and deliver new company information,14,服務(wù)營(yíng)銷(xiāo)課程lecture-1,4. Customize,Tailor specialized product.