Professional Documents
Culture Documents
Services
• Overview
– Distinguish between services, customer service and customer relationship
management
– Understand the unique concerns of services in an online environment
– Determine the service quality of service firms on the Internet
– Understand the key drivers that have lead service firms to the Internet
– Detail what customers value about online service
– Understand what self-service technologies are
– Determine which products are better suited to the online environment
– Understand the relationship between core, supplementary and
complementary services online
– Deal with service recovery issues online
– Appreciate that not all service customers on the Internet are human
– Apply the general principles of services on the Internet to six key industries
Services online: What are ‘online
services?’
• Services as an industry
– 25% of world trade
– Information service is the highest growth area within service.
– Service industries do not aim to produce physical goods. Their products add value
through convenience, amusement, timeliness, comfort and health.
– Some services are more tangible than others (tangibility spectrum)
– Customer service is a supplement the core product i.e. the service itself.
– intangible, perishable, heterogeneous, requiring immediate production and
consumption.
– depend on the face-to-face interaction
– The greater interaction required, the more limited the potential for the Internet to
facilitate that service
– Internet has reduced the cost of service interaction, the cost of production, cost of
monitoring, search costs and co-ordination costs and everyday customer
inteaction.
– Internet helps eliminate the geographic boundaries of increased international
trade.
Customer Service
• All types of companies provide customer service
• Customer service includes : answering questions, taking orders, billing
and complaint handling, usually without charge or at low cost.
• For answering customer questions there is the following:
– Information transmission possibilties of the website
– FAQs that can be posted and updated
– Personalised web pages
– Chat rooms
• CRM
– CRM views the customer as participating in a lifetime of transactions.
– The goal of relationship marketing is to build and maintain a base of
committed customers who are profitable to the firm.
– To check the feasiblility of continually targeting a customer, companies
calculate the customer’s lifetime value
Customer relationship management
(CRM)