服务营销009.ppt

Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,Click To Edit Master Title Style,2006 The McGraw-Hill Companies,Inc.All rights reserved.,McGraw-Hill/Irwin,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,*,1,Chapter Title,Key Words/Outline,Chapter,Part 4,ALIGNING SERVICE DESIGN AND STANDARDS,CUSTOMER,COMPANY,Service Design and Standards Gap,Customer-Driven,Service Designs and Standards,Company Perceptions of Consumer Expectations,Provider Gap 2,Part 4 Opener,9,Chapter,Service Development and Design,Challenges of Service Design,New Service Development,Types of New Services,Stages in New Service Development,Service Blueprinting,Quality Function Deployment,High-Performance Service Innovations,9.1Challenges,of Service Design,新产品中,可能只有,56%,在上市,5,年之后仍在销售,.,由于服务不能触摸，不能被测试，人们常采用语言的形式来描述它。,9.1 Challenges of Service Design,Risks of Relying on Words Alone to Describe Services,Oversimplification,Incompleteness,Subjectivity,Biased,Interpretation,例子：公交车服务、旅馆,9.2,New Service Development,新服务开发系统特征：,1,.,必须客观,不能主观,2.,必须精确,不能模棱两可,3.,必须以事实为导向,不能以看法为导向,4.,必须是方法学的,不能是哲学的,新服务开发中,：,员工参与：识别顾客需求；指出组织中存在的问题；,增加归属感,顾客参与：提出自身需求；帮助设计服务流程,案例：,Pestmart,：销售宠物食品、玩具和服饰 培训、清洁、提供昼夜看护的高级消费宠物旅馆,9.3 Types of New Services,1.major,or radical innovations,为尚未定义的市场提供新的服务。例如：,eBay,，第一批网上拍卖网站,2.start-up,businesses,为现有市场的同类需求提供的新服务,而该市场已经存在产品满足同类需求。例如当当,3.new,services for the currently served market,向组织现有的顾客提供组织原来不能提供的服务。例如高铁,Types of New Services,4.service,line extensions,扩大现有的产品服务线。例如航空公司增加新航线,5.service,improvements,改变已有服务的性能，包括加快已有服务过程的执行、延长服务时间、扩大服务内容等。例如火车提速,6.style,changes,改变服务的风格、外表。例如店面重新翻修,案例：赛特购物中心：待客泊车,9.4 New Service Development Process,Sources,:Booz-Allen Khurana&Rosenthal 1997.,Business strategy development or review,New service strategy development,Idea generation,Concept development and evaluation,Business analysis,Service development and testing,Postintroduction evaluation,Commercialization,Market testing,Screen ideas against new service strategy,Test concept with customers and employees,Test for profitability and feasibility,Conduct service prototype test,Test service and other marketing-mix elements,Front-end Planning,Implementation,9.4 New Service Development Process,9.4.1,计划,1.,企业战略开发与评价,新服务战略以企业总体战略为依据,2.,新服务战略开发,新服务战略矩阵,Figure 9.3,New Service Strategy Matrix for Identifying Growth Opportunities,Markets,Offerings,Existing,Services,New,Services,Current Customers,New Customers,Share,building,Diversification,Market,development,Service,development,9.4 New Service Development Process,3.,创意产生,方法：头脑风暴法、雇员、顾客征求意见法、首次使用者调查法、竞争者产品分析法、观察法,机制：设立新服务开发相关职能、雇员和顾客建议箱、定期召开新服务开发会议、研究专题团队,4.,服务概念开发与评价,多方人员对服务概念达成共识；编织说明书，测试员工和顾客对这一概念的反应,5.,业务分析,可行性及潜在利润分析,9.4 New Service Development Process,9.4.2,实施,1.,服务开发与检验,细化服务概念，构建服务蓝图,2.,市场测试,3.,商品化阶段,员工认可；对服务全过程进行监测,4.,引进后评价,案例,携程网：,创立于,1999,年，总部设在上海，,2003,年纳斯达克上市，,2006,年财年总营业收入,7.80,亿元人民币，净利润,2.95,亿元人民币。服务产品包括：酒店预订、机票预订、度假预订、商旅管理、旅游资讯等。,合作酒店超过,28000,家，遍布全球,5900,余个城市。机票预订已经覆盖国内各大航空公司的绝大多数航线，实现国内,48,个城市市内免费送票。,1.,传统业务产品的服务创新,目前所以交易中,30%,来自网上，,70%,来自电话，,85%,左右的收入主要来自订房收入。,案例,1,）商业模式创新：一般旅行社先向客户收费再向酒店预付定金，携程不向客户收费，而是以优惠价为他们介绍酒店。一手掌控全国千万会员客户，另一手与全国数千家酒店和所以航空公司紧密相连。,2,）以技术领先实现服务优先：在携程之前，没有一家全国性的公司能够统一处理全国的机票,3,）服务承诺,传统业务的附加业务：若会员通过携程预订并入住酒店，会员价高于该酒店当日相同房型前台价，携程将在核实后进行相应积分或者差价补偿,4,）营销创新：按照中高端市场目标进行细分，上海：,620,万、,2060,万、,60,万以上,案例,2.,新型业务产品开发,1,）度假产品：观光型向休闲型转变；旅游方式：自由行、半自助游、深度团队游、自驾游、观光巴士、观光护照等,2,）度假产品的附近服务：自然灾害旅游体验承诺；海外团队游标准承诺,3,）商务旅游产品：目前整天正在发展中,9.5 Service Blueprinting,A tool for simultaneously depicting the service process,the points of customer contact,and the evidence of service from the customers point of view.,Service,Blueprint,Process,Points of contact,Evidence,Figure 9.6,Service Blueprint Components,Figure 9.7,Blueprint for Express Mail Delivery Service,Driver,Picks Up Package,Dispatch,Driver,Airport,Receives,&Loads,Sort,Packages,Load on,Airplane,Fly to,Destination,Unload,&,Sort,Load,On,Truck,SUPPORT PROCESS,CONTACT PERSON,(Back Stage),(On Stage),CUSTOMER,PHYSICAL,EVIDENCE,Customer,Calls,Customer,Gives,Package,Truck,Packaging,Forms,Hand-held Computer,Uniform,Receive,Package,Truck,Packaging,Forms,Hand-held Computer,Uniform,Deliver,Package,Customer,Service,Order,Fly to,Sort,Center,Line of interaction,Line of visibility,Line of internal interaction,Figure 9.8,Blueprint for Overnight Hotel Stay Service,SUPPORT PROCESS,CONTACT PERSON,(Back Stage),(On Stage),CUSTOMER,Hotel Exterior,Parking,Cart for,Bags,Desk,RegistrationPapers,Lobby,Key,Elevators,Hallways,Room,Cart for,Bags,Room,Amenities,Bath,Menu,Delivery,Tray,Food,Appearance,Food,Bill,Desk,Lobby,Hotel Exterior,Parking,Arrive,at,Hotel,Give Bags,to,Bellperson,Check in,Go to,Room,Receive,Bags,Sleep,Shower,Call,Room,Service,Receive,Food,Eat,Check out,and,Leave,Greet and,Take,Bags,Process,Registration,Deliver,Bags,Deliver,Food,Process,Check Out,Take Bags,to Room,Take,Food,Order,Registration,System,Prepare,Food,PHYSICAL,EVIDENCE,Line of Interaction,Line of Visibility,Line of Internal Interaction,Registration,System,Step 1,Identify the process to be blue-printedStep 2,Identify the customer or customer segment,Step 3,Map the process from the customers point of view,Step 4,Map contact employee actions,onstage and back-stage,and/or technology actions,Step 5,Link contact activities to needed support functions,Step 6,Add evidence of service at each customer action step,Figure 9.9,Building a Service Blueprint,Application of Service Blueprints,New Service Development,concept development,market testing,Supporting a“Zero Defects”Culture,managing reliability,identifying empowerment issues,Service Recovery Strategies,identifying service problems,conducting root cause analysis,modifying processes,9.6 Quality Function Deployment,QFD,：一套把顾客需求转化为每一阶段上公司合适的需求系统。,三个显著部分：顾客质量标准、服务公司各层面、关系格,9.6 Quality Function Deployment,House of Service Quality for Village Volvo,9.7,High-Performance Service Innovations,1.,选择正确的项目,2.,新服务一体化,3.,对成功的多角度测量,4.,从重大成功中学习,5.,保持一些灵活性,课堂讨论,谈谈你知道的近几年才出现在市场中的新服务,