Fairfield Institute of Management and Technology

SERVICE MARKETING
305
People in services with case study

NAAC ACCREDITED

Submitted to: Submitted by:

Dr. Suman Yadav Ajay Dhoundiyal
Assistant professor 41951401718
BBA(G) V-C
 Table of Content

S No. Topic Page No. Signature

1. Objective

2. Assignment Questions

3. Conclusion

4. Bibliography
 OBJECTIVE
The objective of the assignment is to know the concept of People in service and its application
in services with the help of a case study.
MEANING OF SERVICE
The American Marketing Association defines services marketing as an organisational function
and a set of processes for identifying or creating, communicating, and delivering value to
customers and for managing customer relationship in a way that benefit the organisation and
stake-holders. Services are (usually) intangible economic activities offered by one party to
another. Often time-based, services performed bring about desired results to recipients, objects,
or other assets for which purchasers have responsibility. In exchange for money, time, and
effort, service customers expect value from access to goods, labor, professional skills, facilities
, networks, and systems; but they do not normally take ownership of any of the physical
elements involved.[1]
A service encounter can be defined as the duration in which a customer interacts with
a service. The customer's interactions with a service provider typically involve face-to-
face contact with service personnel, in addition to interactions with the physical
elements of the service environment including the facilities and equipment.[2]
Concepts of service

Classical economists believed that service work, no matter how honourable, was 'unproductive'.

Scholars have long debated the nature of services. Some of the earliest attempts to define
services focused on what makes them different from goods. Late-eighteenth and early-
nineteenth century definitions highlighted the nature of ownership and wealth creation.
Classical economists contended that goods were objects of value over which ownership rights
could be established and exchanged. Ownership implied possession of a tangible object that
had been acquired through purchase, barter or gift from the producer or previous owner and
was legally identifiable as the property of the current owner. In contrast, when services were
purchased, no title to goods changed hands.
CHARACTERISTICS OF SERVICE
The four most commonly cited characteristics of services are:
Intangibility – services lack physical form; they do not interact with any of our
senses in a conventional way, they cannot be touched or held.
Implications of intangibility: Ownership cannot be transferred, value derives from
consumption or experience, quality is difficult to evaluate prior to consumption or
purchase.
Inseparability – production and consumption cannot be separated (compared with
goods where production and consumption are entirely discrete processes)
Implications of inseparability: Services are typically high contact systems and are
labour-intensive; fewer opportunities to transact business at arm's length, fewer
opportunities to substitute capital for labour; subject to human error.
Perishability – service performances are ephemeral; unlike physical goods, services
cannot be stored or inventoried.
Implications of perishability: Demand is subject to wide fluctuations, no inventory to
serve as a buffer between supply and demand; unused capacity cannot be reserved; high
opportunity cost of idle capacity.
Variability (also known as heterogeneity) – services involve processes delivered by
service personnel and subject to human variation, customers often seek highly
customised solutions, services are inherently variable in quality and substance.
Implications of variability: Service quality is difficult to manage; fewer opportunities
to standardise service delivery.
The unique characteristics of services give rise to problems and challenges that are rarely
paralleled in product marketing. Services are complex, multi-dimensional and multi-layered.
Not only are there multiple benefits, but there are also a multiplicity of interactions between
customers and organisations as well as between customers and other customers.

PEOPLE IN SERVICE
In-person service workers have replaced much of the historical emphasis on routine production
work. There were more in-person service jobs created during the 1980s than there are total
workers in the steel, textile, and automobile job classes combined.

Customer service is the provision of service to customers before, during, and after a purchase.
The perception of success of such interactions is dependent on employees "who can adjust
themselves to the personality of the guest". Customer service concerns the priority an
organization assigns to customer service relative to components such as product innovation
and pricing. In this sense, an organization that values good customer service may spend more
money in training employees than the average organization or may proactively interview
customers for feedback.
From the point of view of an overall sales process engineering effort, customer service plays
an important role in an organization's ability to generate income and revenue. One good
customer service experience can change the entire perception a customer holds towards the
organization.
Flowchart Example: Customer Service
Case Study Example
MC DONALDS
MC Donalds has a very good customer service as it provides before and after service. The
response of the team is very good which looks after looking after its customers providing them
good ensured quality service with full customer satisfaction. It has a very well feedback
mechanism too which addresses all the queries of customer well in advance therefore resolving
all the issues.
"Shopify Uses HubSpot CRM to Transform High Volume Sales
Organization," by HubSpot
What's interesting about this case study is the way it leads with the customer. That reflects a
major HubSpot credo, which is to always solve for the customer first. The copy leads with a
brief description of why Shopify uses HubSpot, and is accompanied by a short video and some
basic statistics on the company.

Notice that this case study uses mixed-media. Yes, there is a short video, but it's elaborated
upon in the additional text on the page. So while your case studies can use one or the other,
don't be afraid to combine written copy with visuals to emphasize the project's success.

Serving customers properly are one of the major business challenges of today. It’s because
the same products and services are commoditized, that is: it is tough to generate a
competitive advantage and deliver a higher perceived value compared to the competition
for customers. In this context, designing a suitable and efficient customer service process
flow chart can be a critical issue to differentiate your business in the market.

With that in mind, HEFLO developed a fully editable customer service process flow chart
that you can download right now and use in your business or quickly adapt to your specific
needs.

Customer service process flow chart

The customer service process flow chart should allow the development of the basic
structure for customer relation management. Similarly, you should ensure that you can
monitor the contacts of users.

These customer complaints and requests flowchart controls, diagnoses and provide
solutions. In some cases, the process of care will have to trigger an escalation to other
service levels, so that conflicts are managed, and flows follow without interruption or
unnecessary delay.

Check out an overview of the customer flow chart:

Details of the customer service process flow chart
This customer service process flow chart is drawn into a pool, but because of its complexity,
it was necessary to develop 4 lanes, which discriminate the following:

1. Client: The individual that wants something from the company.

2. Clerk: The customer service team. Its mission involves both solving the demands
as well as looking for other team members to help resolving the problem.
3. Customer Care Department: If the clerk can not solve a customer demand, an
internal agent of this department should be made responsible for finding the
solution.
4. Process owner: This is the employee who bears the responsibility for managing the
process in question.
Delving into the customer service process flow chart pool
Let’s look deeper into some of the most important details of the customer service process:

• The customer completes a job request form based on their data and information.
• A notification is sent to the attendant.
• The clerk must analyze and categorize the request that was reported in the
customer’s form. If there is insufficient information, they should return to the user
asking for more details.
 • After that, the attendant will have to take some actions: by using the knowledge
base accumulated by the company to resolve the issue, or by sending information to
the contact agent to record the additional information that will help the internal agent
to solve the problem (if requested the help of an internal agent).

• If the service agent has solved the problem by referring to the database, they must
submit a closure notice.
• Next, a satisfaction survey is sent to the client to evaluate the quality of service and
possible improvements.
• If the internal agent has asked for help, classify the call again and make adjustments
if necessary.
• It determines if the problem is known or if a solution should be looked for.

• To solve the problem, the agent must register the solution in the knowledge base, if
it’s necessary for future reference from service agents.
• With the solution, the agent responsible for contacts refers to the defined solution
for the customer.
The “Process Owner” lane will only be triggered in the event of an escalation, that is when
a higher level is needed to solve the problem.
The owner of the process gathers information from the employees involved, streamlines
attendance and manages conflicts so that the agreed level of service is maintained within
the standard.

How to adapt the customer service process flow chart

It is very easy to edit this customer service process flow chart.

Imagine that your company has an online chat system and that, in fact, instead of filling out
a form the customer speaks with a clerk who fills out the form for them. Just add this agent
to the process and determine their connections and flows.

Similarly, there may be an internal agent that analyzes and diagnoses all requests that were
not resolved in the first level (attendant) and were distributed to 3 different areas of
specialized internal agents. Just include these agents and determine the selection rules for
each of them to be notified to search for the solution in the database.
 CONCLUSION
After completing the assignment I understand the basic concept of people in services for
which it is used by various organizations and will be able to perform better in subject.

BIBLIOGRAPHY
• Services marketing book
• Wikipedia
• Investopedia