Customer Service Marketing In Related Components
Services marketing are a subfield of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods and services marketing. Services’ marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services.
Services are economic activities offered by one party to another. Often time-based, performances 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.
There has been a long academic debate on what makes services different from goods. The historical perspective in the late-eighteen and early-nineteenth centuries focused on creation and possession of wealth. Classical economists contended that goods were objects of value over which ownership rights could be established and exchanged. Ownership implied tangible possession of an 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.
Services also tend to have the reputation built on one person. The people involved in selling and performing the service have the ability to make or break a company's reputation. It's harder to do damage control for service companies, which means you must always be on your game and your reputation must remained untarnished and pristine.
Consumers often find it more difficult to compare service vendors. They cannot touch or feel the product; rather they have to trust that the service will be performed as promised. A service cannot be returned. If a service is purchased, but does not live up to the consumers expectation they cannot return it for a new product. This costs the consumer time and as individuals our we often few our time as more valuable than money.
Customer Service Secret Number One - Build Business to Customer Loyalty. This is my number one customer service secret, and is by far the most important one. I was taught about Business to Customer Loyalty many, many years ago, before I started my own business, when I still worked as a hotel detective in a ritzy down town Calgary hotel. The hotel insisted that every one of us who had contact with their customers know the customer by his full name and, when possible, other personal or business information about him.
“Good evening, Mr. Smith. Welcome to our hotel.” Then, after a bit of miscellaneous chit-chat, “By the way, Mr. Smith, did you manage to unload at a profit those hundred shares of Doodlebug Appliances you thought were a bit risky?” or, “Was your daughter accepted at Harvard? Last time you were a guest with us you expressed concern that Emily was having difficulty with her math, and wasn’t sure if she had enough points to qualify for admission.”
Now, here’s a customer who KNOWS that he’s welcome at your hotel, and whenever he’s back in town, you can count on him staying in your establishment!
Is this spying on customers? Not at all! It’s simply remembering a few concerns that your customer shared with you the last time he stayed in your hotel.
When you can show concern about what matters to your customer, that’s Business to Customer Loyalty, and you can bet on it, you’ve just acquired a customer for life.
In many industries customers’ experience with a company’s customer service can significantly affect their overall opinion of the product. Companies producing superior products may negatively impact their products if they back these up with shoddy service. On the other hand, many companies compete not because their products are superior to their competitors’ but because they offer a higher level of customer service. In fact, many believe that customer service will eventually become the most significant benefit offered by a company because global competition makes it more difficult for a company’s product to offer unique advantages.
Services marketing are a subfield of marketing, which can be split into the two main areas of goods marketing (which includes the marketing of fast moving consumer goods and services marketing. Services’ marketing typically refers to both business to consumer (B2C) and business to business (B2B) services, and includes marketing of services like telecommunications services, financial services, all types of hospitality services, car rental services, air travel, health care services and professional services.
Services are economic activities offered by one party to another. Often time-based, performances 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.
There has been a long academic debate on what makes services different from goods. The historical perspective in the late-eighteen and early-nineteenth centuries focused on creation and possession of wealth. Classical economists contended that goods were objects of value over which ownership rights could be established and exchanged. Ownership implied tangible possession of an 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.
Services also tend to have the reputation built on one person. The people involved in selling and performing the service have the ability to make or break a company's reputation. It's harder to do damage control for service companies, which means you must always be on your game and your reputation must remained untarnished and pristine.
Consumers often find it more difficult to compare service vendors. They cannot touch or feel the product; rather they have to trust that the service will be performed as promised. A service cannot be returned. If a service is purchased, but does not live up to the consumers expectation they cannot return it for a new product. This costs the consumer time and as individuals our we often few our time as more valuable than money.
Customer Service Secret Number One - Build Business to Customer Loyalty. This is my number one customer service secret, and is by far the most important one. I was taught about Business to Customer Loyalty many, many years ago, before I started my own business, when I still worked as a hotel detective in a ritzy down town Calgary hotel. The hotel insisted that every one of us who had contact with their customers know the customer by his full name and, when possible, other personal or business information about him.
“Good evening, Mr. Smith. Welcome to our hotel.” Then, after a bit of miscellaneous chit-chat, “By the way, Mr. Smith, did you manage to unload at a profit those hundred shares of Doodlebug Appliances you thought were a bit risky?” or, “Was your daughter accepted at Harvard? Last time you were a guest with us you expressed concern that Emily was having difficulty with her math, and wasn’t sure if she had enough points to qualify for admission.”
Now, here’s a customer who KNOWS that he’s welcome at your hotel, and whenever he’s back in town, you can count on him staying in your establishment!
Is this spying on customers? Not at all! It’s simply remembering a few concerns that your customer shared with you the last time he stayed in your hotel.
When you can show concern about what matters to your customer, that’s Business to Customer Loyalty, and you can bet on it, you’ve just acquired a customer for life.
In many industries customers’ experience with a company’s customer service can significantly affect their overall opinion of the product. Companies producing superior products may negatively impact their products if they back these up with shoddy service. On the other hand, many companies compete not because their products are superior to their competitors’ but because they offer a higher level of customer service. In fact, many believe that customer service will eventually become the most significant benefit offered by a company because global competition makes it more difficult for a company’s product to offer unique advantages.