LESSON 5

• People- service advantages in marketing
• Vic Alcuaz- hospitality headhunter
• Ed Bitug- general manager of Bayleaf Hotel
• Service employees are very important
• HELP MAINTAIN FIRMS POSITIONING

  • core part of a product
  • staff represent the service frim
  • staff are a core part of the service brand
• FRONTLINE IS AN IMPORTANT DRIVER OF CUSTOMER LOYALTY

  1. anticipate customer needs
  2. customize service delivery
  3. build personal relationships
• Who represents the firm?

  service personnel
• Boundary Spanners - link the organization to outside world
• Municipality of Roles - results in service staff having to pursue both operational and marketing goals
• ATM- AUTOMATED TELLER MACHINES
• IVR- INTERACTIVE VOICE RESPONSE SYSTEM
• WEBSITES- RESERVATIONS/ORDERING, PAYMENTS ETC.
• MOMENTS OF TRUTH

  • affect customer's view of the service firm.
• 3 main causes of Roles

  1. Organization vs. Client
  2. Person vs. Role
  3. Client vs.Client
• Organization vs. client - dilemma whether to follow company rules or to satisfy customer demands
• Person vs.Role - conflicts between what jobs require and employees own personality and beliefs
• Client vs. Client- conflicts between customers that demands service staff intervention
• Emotional Labor- act of expressing socially desired emotionsdurign service transactions
• Cycle of Mediocrity - most commonly found in large bureaucratic oragnizatios
• Cycle of Success - longer-term view of financial performance
• MOTIVATES AND ENERGIZE THE FRONTLINE

  1. Job contents
  2. feedback and recognition
  3. goal achievement
• SERVICE TALENT CYCLE FOR SERVICE FIRMS

  1. hire the right people
  2. enable your people
  3. motivate and energize your people
• JIMS COLLINS- the right people are your most important assets