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Positioning Strateg & Positioning Map

Submitted
To:Prof. Jay Dewangan Sahni Faculty Of Management MBA III

By: Ravneet Ka

SUPPLEMENTARY SERVICES
The additional services offered by organizations to

augment the core product/service are called supplementary services.

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 services.

TYPES OF SUPPLEMENTARY SERVICES

Facilitating Services
Information : To obtain full value from any good or service, customers need relevant information. New customers and prospects are especially hungry for information. Order Taking : Once customers are ready to buy, the company accepts applications, orders, and reservations. The process of order-taking should be polite, fast, and accurate so that customers do not waste time and endure unnecessary mental or physical effort.

Billing

: Billing is common to almost all

services. Customers usually expect bills to be clear. Billing should also be timely, because it encourages people to make payment faster.

Payment : In most cases, a bill requires the

customer to take action on payment. A variety of options exist for customers to make payment, like cash, loans, credit cards etc. For self service payment systems, one may make payment by inserting coins, banknotes, tokens or cards into machines.

Enhancing Services:
Consultation : Consultation involves a dialog to probe customer requirements and then develop a solution that is suited to the needs of the customer. Examples of several supplementary services in the consultation category : Customized advice Personal counseling Tutoring/training in product use Management or technical consulting

Hospitality : Hospitality-related services should, ideally,


reflect pleasure at meeting new customers and greeting old ones when they return. Well-managed businesses try, at least in small ways, to ensure that their employees treat customers as guests. Hospitality is an element that can be more clearly displayed in face-to-face encounters.

Safekeeping : While visiting a service site, customers


often want their personal possessions to be looked after. In fact, some customers may choose not to go to certain places that do not have safekeeping services like a safe and convenient car park. On-site safekeeping services includes coatrooms; baggage transport, handling and storage; safekeeping of valuables; and even child care and pet care.

Exceptions : Exceptions involve supplementary


services that fall outside the normal service delivery. Exceptions include special requests, and problem solving. A flexible approach to exceptions is generally a good idea, because it reflects responsiveness to customer needs. On the other hand, too many exceptions may have a negative impact on other customers, and overburden employees.

Required to make difficult choices and decisions. Helps in designing special packages, Outsourcing of non-core services Converting Supplementary Services into Core Services Helps in increasing revenues by rendering this service.

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