Client Servicing

7 Ps of services- Elements of the Services Marketing Mix

7Ps 0f the Services Marketing Mix The original 4Ps Product elements Place and time Promotion and education Price and other user outlays Adding Three New Elements Process People Physical Evidence:

Moments of Truth
The phrase Moments of Truth was popularized by the CEO of Scandinavian Airlines, Jan Carlzon. All encounters or transactions where the customer interacts with the company (anyone representing it) are moments of truth You have the ability to either satisfy or dissatisfy them when you contact them. These moulds the customers opinion about the company. If these moments could be well managed, the result would be a great service company and a happy customer. A service recovery is satisfying a previously dissatisfied customer and making them a loyal customer.

GAP Model of Service Quality

Perceived Service Quality

Word of mouth

Personal needs

Past experience

Service Quality Dimensions Reliability Responsiveness Assurance Empathy Tangibles

Expected service

Perceived service

Service Quality Assessment 1. Expectations exceeded ES<PS (Quality surprise) 2. Expectations met ES~PS (Satisfactory quality) 3. Expectations not met ES>PS (Unacceptable quality)

Service Quality Gap Model

Customer Perceptions
Managing the Evidence
Communication GAP 5

Customer Satisfaction GAP 5

Customer Expectations
Understanding the Customer

Customer / Marketing Research GAP 5

Service Delivery
Conformance GAP 5

Management Perceptions of Customer Expectations

Design GAP 5

Conformance

Service Standards

Service Design

5 Gaps of GAP Model

The following are the five gaps: GAP 1: Not Knowing what customers expect GAP 2:The wrong service quality standards GAP 3: The Service Performance Gap GAP 4: When promises do not match delivery GAP 5: Expected Service-perceived Service Gap

Stages in the client-agency relationship

Pre-relationship stage Development stage Maintenance stage Termination stage

Why Agencies Lose Clients

Poor performance or service Poor communication Unrealistic demands by client Personality conflicts Personnel changes Changes in size of client or agency Conflicts of interest

Building a better Relationship

5 Principles for Building a Better 5 Relationship with Your Agency
Inculcate a spirit of partnership. Be wary of change for changes sake. Make sure your agency is making a fair profit on your account. Make the agency totally absorbed in the companys product, the people, and the corporate culture. Create an environment of experimentation and be prepared to pay for failure.

Building a better Relationship

5 Principles for Building a Better 5 Relationship with Your Agency
Treat the agency people well. Agree on a clearly defined obj. for adv. Keep approvals simple, disapprovals kind. Make the agency responsible for the advertising and give it the authority it needs to be responsible. Give the agency a formal evaluation every year.

Thank You