AEM 2400 Lecture Notes - Lecture 12: Customer Relationship Management, User Story, Customer Service
22 Oct 2016
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Document Summary
Inseparable: heterogeneity, perishable, difficult to evaluate, can fail, explained in gap model, customer relationship marketing. Ex. certificates on wall at doctors office. Inability to transform customers" needs into the delivery systems of the firm: stay attuned to customers wishes, gap 3, between service quality specifications and service actually provided. Inability of management and employees to do wwhat should be done: employee training, employees with skills necessary, gap 4, between what company provides and what customer it told it provides. Inability to communicate: create realistic customer expectations with honest communication, gap 5, between the service that customers receive and the service they want, can be positive or negative. Product strategies for service offerings include decisions on: process, people processing: health care, possession processing; lawn care, mental stimulus: education. Information: consulting: customization or standardization, trends: mass customization used technology to customize services on a mass basis, core and supplementary, service mix.
