Professional Documents
Culture Documents
Service
frequency
Vehicle
Transport
In-flight service
Supplementary services help to differentiate core products and create competitive advantage by: facilitating use of the core service enhancing the value and appeal of the core
Core and Supplementary Product Design: What Do We Offer and How Do We Create and Deliver It?
Process
What Should Be the Core and Supplementary Elements of Our Service Product? How is our core product defined and what supplementary elements currently augment this core? What product benefits create the most value for customers? Is our service package differentiated from the competition in ways that are meaningful to target customers?
What are current levels of service on the core product and each of the supplementary elements? Can we charge more for higher service levels on key attributes (e.g., faster response, better physical amenities, easier access, more staff, superior caliber personnel)? Alternatively, should we cut service levels and charge less?
Cocktail Bar
Entertainment/ Sports / Exercise
Restaurant
Consultation Order-Taking
Exceptions
KEY:
Hospitality Safekeeping
Core
Customers often require information about how to obtain and use a product or service. They may also need reminders and documentation
Core
Many goods and services must be ordered or reserved in advance. Customers need to know what is available and may want to secure commitment to delivery
Core
How much do I owe you? Customers deserve clear, accurate and intelligible bills and statements
Core
Customers may pay faster and more cheerfully if you make transactions simple and convenient for them
Core
Value can be added to goods and services by offering advice and consultation tailored to each customers needs and situation
Core
Customers who invest time and effort in visiting a business and using its services deserve to be treated as welcome guests
Core
Core
Customers appreciate some flexibility in a business when they make special requests.
Flower of service
core product surrounded by cluster of supplementary services Supplementary services
Facilitating services :
Information Order taking Billing Payment
Enhancing services:
Consultation Hospitality Safekeeping Exceptions
a)
Directions to service site Schedules / service hours Prices Instructions on using the service Reminders Warnings Condition of sale/service Notification of changes
b) Examples of order taking elements Applications Membership in clubs Subscription services (e.g utilities) Prerequisite based services (e.g college enrollment) Order entry On site order fulfillment Mail/ telephone order placement
Billing :
Periodic statements of account activity Invoices for individual transactions (stock market) Machine display of amount due
Examples of payment
cash Cheque Credit card Electronic fund transfer Enter credit card number online Coupon redemption Automated systems : ( e.g Machine-readable tickets that operate entry gates)
Consultation
Advice Auditing Personal counseling Tutoring /training in product use. Management or technical consulting
Transport Security
1)
h)
Exception elements:
special requests in advance of service delivery: Childrens needs Dietary requirements Medical or disability needs Religious observances Deviations from Standard operating procedures
Problem solving
Warranties and guarantees against product malfunction Resolving difficulties caused by accidents , service failures and problems with staff or other customers Assisting customers who have suffered an accident or medical emergency.
Restitution
Refunds Compensation in kind for unsatisfactory goods and services Free repair of defective goods.