CH3: CORE & SUPPLEMENTARY ELEMENTS

CH3: CORE & SUPPLEMENTARY ELEMENTS

1. Plan & Create a service

   • Argument the core product
   • Design the concept
   • Core product
   • Supplementary services
   • Delivery processes
     • Document the delivery sequence
       • Flowchart service delivery
         • Clarifies product elements
         • The Flower of Service
           • Insights form flowcharting
             • Facilitating Services
               • Information
               • Order talking
               • Billing
               • Payment
             • Enhancing Services
               • Consultation
               • Hospitality
               • Safekeeping
               • Exceptions

2. Development of a new service

   • Create an experience and benefit the customer
     • Major service innovation
     • Major process innovations
     • Product line extensions
     • Supplementary service innovation
     • Service improvements
     • Style changes
     • Physical goods
       • Source of new service ideas
     • Research
       • Design new services
         • Achieve success
   • Market knowledge

3. Managerial implications

   • Every aspect must include a risk & has to be covered with time
   • Planning a branding service product
     • Product
       • Implies a defined bundle of output
         • Able to differentiate one bundle of output from another
       • Lines & Brands
       • Hotel branding
       • Microsoft & Software support
       • British airways subbrands
       • Offer a branded experience

4. Rebeca Breach

   • Service Marketing