Student Learning Outcomes The course has been designed to familiarize participants with the characteristics of services, their implications on design and delivery in physical and digital format and highlight the role of coordinated organizational effort through marketing, human resources and operations in gaining sustainable competitive advantage. The course will have embedded field assignments that will help students better appreciate services as an offering and enable them to discern the differentiators from goods.
Student Learning Outcomes
After going through this course, the students will be able to
· understand if services need to be assimilated with manufactured goods based on the classical characteristics in physical and digital context. · understand customer’s role as co-producer or co-creator in association with the service deliverer, the internal customer in physical and digital context. · understand critical marketing mix variables from the “co-producer” perspective thereby creating better value for all stakeholder in physical and digital context s. · Understand customer experience management in service contexts in physical and digital context. · appreciate and manage service quality for better customer loyalty and retention in physical and digital context.
“Breaking free from product marketing”, by Shostack
"4 myths of Service Marketing”
“Production line approach to services” by Levitt
Case: Caterpillar
Exercise
Leonard A Schlesinger and James L Heskett (1991), "Breaking the Cycle of Failure in Service," in Sloan Management Review, Spring, 17-28
Case Shouldice Hospital
The course will help students develop an appreciation of select businesses in the service sector like financial services, hospitality, healthcare, travel, consultancy services, telecom, etc through, case discussions, presentations, assignments and lectures. Students are required to submit 2 page written analysis of the case prior to the commencement of the discussion.
Evaluation
Quiz - 20% Case Discussion & Write up – 10% Group Assignment– 20% Mid term-20% End -Term - 30%
Part One Organizational Profile
Describe the nature of your organization’s business • List main product and service • Describe your organizational culture • List your major customer groups, stakeholders, and market segments • List major suppliers and distributors • Describe your organization’s workplace in terms of job title and reporting relationships
Part Two: EICS Categories
Category1 (a) What is your vision and mission, and how are they developed? (b) How does leadership determine and communicate the relationship of customer service to your mission?
Category 2: Customer and Market Assessment (a) how do you determine your target customer and market segments? (b) How do you determine key customer requirements and expectations?
Category 3: Customer Service Plan
(a) What is your plan for creating excellent customer service? (b) How do you incorporate input from internal and external customers, suppliers, and partners into your customer service plan?
Category 4 Customer Service Measures
(a) How do you measure customer satisfaction and dissatisfaction? (b) How do you make customer service data and information available to your organization?
Category 5 Customer Service Processes
a) How do you determine and define your key customer service processes? (b) How do you improve these processes to better meet your customer’s requirements? c) What is your approach to building long term relationship with your customers? Category 6 Service Recovery
a) What is your approach towards service recovery b) what kind of service guarantees to support a bad service? c) What is your customer’s perception towards your service recovery? D) Cost of lost customer? Category 7 Employee Education and Motivation
(a) How do your employee training and performance management systems support excellent customer service? (b) How do you promote cooperation, initiative, and empowerment throughout your organization?
Category 7 Service Design
a) Design the Service using flower model b) facilitating and enhancing factors c) explore service innovation based on customer feedback/observation d) Physical Evidence and the Service Landscape
Category 8 Pricing and Distribution
a) Basis of pricing whether customer, competitor or value, b) Is pricing used for Revenue Management c) Intermediaries through which service delivered Category 9 Managing demand & Capacity
How does the organization cope with excess demand b) how does the organization cope with capacity constraint? C) How do they inventory demand?
Category 10 Result and Continuous Improvement
(a) How do you analyze customer satisfaction and dissatisfaction results and trends? (b) What have you learned from your employees, competitors, and customers about customer services and what improvements have you incorporated? Academic Integrity As per the Institute’s manual of policies. Created By: Alora Kar on 12/13/2019 at 12:48 PM Category: MBA(Exe.)2019-20 T-III Doctype: Document