Marketing for Service-Driven Organisations

 Length: 2 days

Learn new marketing skills to achieve greater customer satisfaction and profitability.

You’ll learn how to exploit service-specific attributes...develop marketing plans that integrate critical success factors like people, processes, productivity and physical evidence in addition to the traditional 4Ps...and explore quality, service design, customer loyalty and management issues.

Note: This course will benefit both traditional service providers, as well as those with a combination of goods and services. A grounding in the fundamentals of marketing is strongly recommended.

Who Should Attend:

Marketing directors and managers, marketing representatives, service operation managers, business developers in the service industry and managers of advertising, promotions and customer service. A grounding in the fundamentals of marketing is strongly recommended.

How You Will Benefit

·       Better understand and affect service customer behaviour

·   Create marketing messages that effectively highlight service quality dimensions that consumers value

·       Achieve loyalty through greater attention to customer feelings in service encounters

·       Develop innovative and profitable loyalty programs

·       Benefit from yield management and capacity utilisation techniques

·       Manage and motivate service marketers for maximum customer and employee satisfaction

·       Learn how to interpret customer satisfaction measures

·       Successfully recover and learn from service failures

What You Will Cover

·       The service marketer vs. the traditional product marketer: how their roles differ

·       Strategies for accelerating business growth

·       Strategies for increasing customers: segmentation, targeting, positioning

·       Understanding consumer behaviour in the service setting

·    The design of the service setting: why process is critical to maximising efficiency and satisfaction

·       Customer loyalty programs

·       Delivering high-quality service: a requirement of services marketing

Extended Seminar Description:

Learning Objectives

·      Understand How Your Marketing Challenges Differ from Those Faced by Non-Service-Driven Organisations

·      Establish or Update Your Marketing Plan, Using Integrated Marketing Strategies, Ensure That It’s Harmonious with Your Organisation’s Overall Business Plan, and Confirm That It Reflects Your Organisation’s Mission

·      Oversee Comprehensive Promotional Plans—Even with a Limited Budget

·      Prove the Value of Your Initiatives with Reliable Metrics and Assessments

·      Apply the Principles of Branding and Differentiation to Set Marketing Strategies That Work

·    Use Innovative Tactics to Implement New Technology and Capitalise on Global opportunities to Generate Bottom line Results

How Marketing Services Differs from All Other Marketing Challenges

·      Discuss Important Terminology to Ensure the Use of the Same Words in the Same Way

·      Examine the 4 Ps of Traditional Marketing and See How They Apply to Marketing Services

·    Analyse Several Additional Considerations and Highlight Key Differences between Marketing Services and Marketing Products

Segmentation Strategy: Know Your Customers

·       Define Key Customer and Prospect Customer and Prospect Terminology

·       Consider How Personality Affects Decision Making

·       Look at Buying Behaviour Over Product/s and Service/s Life Cycles

Making the Business Case: How to Make Smart Decisions

·       Discuss the Macro Concept of Making the Business Case

·   Discuss Key Decision-Making Metrics (Micro) of Break-Even Analysis and Return-on-Investment

·       Consider How to Use Both Tools in Conditions of Uncertainty or Ambiguity

Making the Intangible Real

·    Look at Ways to Help Buyers Understand the Services—to Take What Is, by Definition Intangible, and Make It Real

·       Look at Strategies to Augment the Products and/or Services to Add Value

·    Discuss Tools and Models to Help You Make Intangibles Concrete, Perform a Benefit Analysis, Create Loyalty Programs, and Consider Additional Augmentation Strategies

Distribution Strategy as It Applies to Marketing Service-Driven Organisations

·       Discuss How to Get Products and Services Delivered to Customers Efficiently

·       Examine Difficulties Common to Distributing Services and Compare Solutions

·     Look at the Three Alternative Systems of Distribution and Consider Which Approach Is Appropriate under Which Circumstances

·      Review the Importance of Carefully Monitoring and Controlling the Service Encounter—All Aspects of Your Customers' In-Person Purchasing Experience

Charging for Your Services

·       Discuss the Challenges Associated with Setting Prices for Services

·       Consider Cost-Plus and Market-Driven Strategies

·       Consider Some Variations and Subsets Such as Auctions and Regulatory Prices

·    Discuss a New Strategy Called Revenue Management, and See Whether Adopting Its Principles Is Right for Your Organisation

Getting the Word Out

·     Discuss Promotional Strategies Proven to Boost Sales and Profits When Used by Service Driven Organisations

·       Consider Variables That Impact Success, Such as Creating a Proper Image

·    Discuss Tactics for Getting Your Material Read, Seen, or Listened to, and Strategies to Increase Response

Putting It All Together

·      Analyse Common, but Complex, Business Dilemmas: How Can You Best Distribute Limited Supply with Increasing Demand, and the Opposite—How Can You Best Satisfy Limited Demand with Excess Inventory?

·      What Marketing Strategies Should You Employ to Maximise Profits While Creating Barriers to Competition in Each Situation?

·       Discover Strategies for Boosting Revenue, Controlling Expenses, and Protecting Your Market Position by Employing Smart Marketing Tactics