Individual Assignment Services Marketing Management.pdf

Describe an unsatisfactory encounter you recently experienced with a a low-contact service provider via email, mail, or phone and b a high-contact, face-to-face service provider.. Every

FALL 2023

MKT202

Student Vương Thu Huyền Roll Number HS173353 Class MKT1719 Lecturer Phạm Khánh Huyền

INDIVIDUAL ASSIGNMENT

Services Marketing Management

Describe an unsatisfactory encounter you recently experienced with (a) a low-contact service provider via email, mail, or phone and (b) a high-contact, face-to-face service provider What were the key drivers of your dissatisfaction with these encounters? In each instance, what could the service provider have done to improve the service?

Every day, thousands of people have to experience services that are not as they expected, both with a low-contact service and a high-contact, face-to-face service provider However, based on

my own experience, these problems can be solved with simple solutions on the part of the service provider

A low-contact service provider via email, mail, or phone

I am very dissatisfied with the online customer support This issue occurs mainly on e-commerce platforms such as Shopee, Lazada, Tiki, etc I contacted the support team of an online electronics store to inquire about the defective product I received , especially clothes

The main cause of this dissatisfaction is the slow response time from the customer support team Meanwhile, these platforms' return and refund processes remain complicated and expensive for most users The product I received had problems such as: the actual size and material were not correct, the product I received was not the same as the image provided by the store on the e-commerce platform However, the store's responses were quite general and did not address my specific concerns It felt like a canned response that didn't acknowledge the details I provided about the defective product To exchange the goods, I had to wait for a response from the customer support team and even had to pay the seller's shipping costs

This dissatisfaction could have been resolved if the seller had provided actual images, dimensions, and colors, along with an appropriate return and refund policy in case the product did not meet standards and had a staff on call center to be ready to solve all problems for customers

A high-contact, face-to-face service provider

With high-touch service, This happened at a restaurant where my family went on vacation I was very dissatisfied with the staff's service that day in the restaurant

The main cause of my dissatisfaction is that the staff's behavior is not good enough Regarding the service attitude of the staff, they seem impatient with customers Although when my family arrived, the restaurant was not really crowded, we still had to wait for the restaurant to prepare our food for quite a while Staff are inattentive and indifferent in serving customers It's hard for

me to call them quickly, and they even have an unfriendly attitude when customers call too much

I think, to improve service, suppliers should increase employee training: Employee training programs should emphasize the importance of attentive customer service Training staff to manage orders effectively, report delays, and keep customers informed of the status of their meal can significantly reduce wait times and enhance the overall dining experience Restaurants should actively seek feedback from customers through comment cards or online surveys Analyzing this feedback and taking constructive actions based on customer suggestions and complaints can help restaurants identify areas for improvement and make necessary changes to enhance the experience

Select one high-contact and one low-contact service Using the Flower of Service framework presented in Chapter 4, define the core product and then identify and categorize all the supplementary elements for each of the two services Describe the results of your analysis Discuss how the petals can be used for service differentiation and competitive advantage.

A/ High-contact service

Core Product:

Display and showcasing of Dior products, including clothing, accessories, perfumes, cosmetics, and jewelry

Providing detailed information about the quality, design, and origin of products

Facilitating Supplementary Services

Information:

Comprehensive information tags on each product, including fabric type, care instructions, and manufacturing details

Guidance on the latest fashion trends and how Dior products fit into those trends Information about upcoming Dior collections, including sneak peeks and launch dates

Order-Taking:

Assisting customers in placing special orders for products that might not be available in the store, including specific sizes or customized items

Providing customers with the ability to track the progress of their orders, ensuring transparency, ensuring accurate and timely delivery

Generating invoices for purchases, including clear details of items, prices, and any applicable discounts

Providing receipts and explaining billing details to customers

Payment:

Accepting various payment methods, including credit/debit cards, mobile payments, and cash

Ensuring secure payment processing and assisting customers with payment-related queries

Enhancing Supplementary Services

Consultation:

Personalized fashion consultation services with knowledgeable staff members who understand the latest trends and customer preferences

Providing style advice tailored to individual body types, occasions, and preferences Outfit Coordination: Suggesting accessories, shoes, and complementary items to create a cohesive and stylish look

Hospitality:

Greeting customers upon arrival, ensuring they feel valued and appreciated

Creating a welcoming and luxurious environment for customers

Offering refreshments, such as beverages and snacks, to enhance the shopping experience

Ensuring comfortable seating areas and well-maintained facilities

Safekeeping:

Assisting customers in trying on delicate or valuable items, ensuring they are handled with care

Assisting customers with trying on products and ensuring the safe handling of delicate or valuable items

Providing secure storage for customers' belongings while they shop

Exceptions:

Handling exceptional cases, such as product returns, exchanges, or repairs, with professionalism and efficiency

Addressing customer complaints and resolving issues promptly to maintain customer satisfaction

Offering special services for VIP customers, including exclusive previews, invitations to Dior events, and personalized shopping experiences

B/ Low-contact service

Core Product:

Streaming access to a vast library of movies, TV shows, documentaries, and original content through streaming platforms

Ability to stream content on various devices such as smartphones, tablets, smart TVs, laptops, and desktop computers

Facilitating Supplementary Services

Information:

Detailed descriptions, ratings, and viewer reviews for movies and TV shows

Algorithms analyzing viewing history and preferences to suggest relevant content tailored

to individual tastes

Information about upcoming releases and additions to the Netflix catalog, allowing subscribers to anticipate new content

Order-Taking:

Subscription management, allowing users to sign up, upgrade, downgrade, or cancel their Netflix plans

Creation and management of user profiles within a single Netflix account for

personalized content recommendations for each user

Billing:

Generation of digital invoices detailing the subscription plan, billing period, and total cost, sent to subscribers via email or accessible through their accounts

Automated reminders for upcoming subscription renewals, ensuring subscribers are aware of their billing schedules

Payment:

Multiple secure payment methods, including credit/debit cards, PayPal, and digital wallets, with encrypted transactions for seamless payments

Immediate confirmation of successful payment transactions, providing subscribers with assurance of completed payments

Enhancing Supplementary Services

Consultation:

24/7 customer support service to assist with technical issues, billing inquiries, and account management, available through chat, email, or phone

Guided walkthroughs for new users, helping them set up their accounts and navigate the platform

Hospitality:

Ensuring a user-friendly interface, intuitive navigation, and responsive design to enhance the overall experience for subscribers

Periodic communication with subscribers, informing them about new releases, updates, and exclusive content, fostering a sense of connection

Safekeeping:

Implementation of robust security measures, including two-factor authentication, to safeguard user accounts against unauthorized access

Ensuring the privacy and confidentiality of user data, adhering to stringent data protection regulations

Exceptions:

Prompt and efficient resolution of exceptional cases, such as account recovery, billing disputes, unauthorized access, or content-related issues, prioritizing customer satisfaction Addressing specific content-related concerns, including parental controls, content removal requests, or reporting inappropriate content, ensuring a safe and suitable viewing environment for all users

Question 3 (Refer to Chapter 7)

Analyze a successful advertising campaign for a service Why do you consider the campaign a success? What elements contributed to the campaign’s success?

Samsung - “Look At Me”

Background

Millions of children with autism have difficulty making eye contact Low social skills lead to difficulty developing meaningful relationships

In Korea, treatments for autistic children are not only expensive, but the supply of treatment drugs

is also limited Families with autistic children often feel guilty and ashamed of their children and tend to hide their illness from anyone As a result, many children with autism are not treated at an early age

Target

The goal of the campaign is to create a treatment method that is completely free, personal, private and available at any time for children with autism Parents and children with autism will not have

to go to treatment centers for expensive treatments and wait a long time to find the right therapy

Insight

The target audience of the campaign is parents of children with autism They are a group of people who are familiar with high technology and are mostly proficient in using Samsung products The chosen channel was mobile based on the insight: Children with autism like to interact with digital devices

Solution

After research, Samsung has shown that autistic children like to interact with digital devices Samsung has taken advantage of its technological strengths and created a fun, humorous, easy-to-use application with short videos to help autistic children interact more with people Samsung collaborated with doctors, experts and application developers to create 7 tasks and 7 exercises to help children practice better eye contact, thereby improving their communication skills Children

will use their smartphone cameras to read people's moods, remember faces, and express personal emotions

Execution activities

The campaign was launched on a microsite and on online media

Accompanied by PR articles, a short promotional film about the "Look at me" application posted

on Youtube and social media; The longer version is posted on Samsung media channels such as Samsung Tomorrow Blog, Samsung website, Facebook fanpage, Twitter, Youtube and BlueLogger The application can be downloaded from Google Play

Following the success of the launch phase, the campaign has been broadcast on TV, major online newspapers and global newspapers

Specifically: Samsung recorded a short video about the changing journey of Jong Hyun, an

11-year-old boy with autism, after undergoing treatment with a new method At the same time, Samsung also captured the moment Cailin, an autistic girl in Canada, had a smile on her face after coming into contact with an application that Samsung created

Result

The clinical trial showed that 60% of children had better eye contact and 40% improved their ability to convey emotions

The above free application was launched in Korea and Canada, then released globally in December 2014 Within 1 week, the application quickly became one of the most downloaded applications Best in the "Education" category The application ranked 3rd in the UK, 4th in the

US and 5th in Brazil (as of December 30) The number of downloads and media coverage skyrocketed

More than 10,000 downloads on Google Play

Film:

566 likes / 92,500 views (short version)

296 likes / 57,563 views (long version)

79 likes / 9,904 views (short version in Korea)

73 likes / 5,342 views (long version in Korea)

Media Coverage:

Global: Adage page (more than 940 shares), Campaign Brief page, Adobo Magazine, Little Black Book, AdWeek (more than 600 shares), Digital Buzz Log (scored 4.75 points on 5,500 shares, Campaign US, PSFK, Luerzers Archive, Engadget and Daily Mail (more than 500 shares)

In Korea: Posted on Herald Economy, Etoday (Newspapers), Weekly Chosun, Hankyoreh21 (Magazines) and more than 20 other online news sites

*Why do you consider the campaign a success?

Samsung and Cheil Worldwide's "Look at Me" campaign brought home 5 Cannes Lions in

2015 as a testament to the consumer-centric strategy of creating a mobile application and helping autistic children interact better with people

The "Look at me" campaign is one of three campaigns that helped Samsung electronics company win the "Creative Marketer of the Year" award (2016) at the Cannes LIONS International Creative Advertising Festival - a meeting event largest of media professionals and creative advertisers from all over the world (the Oscars of the advertising industry)

The campaign was successful in improving the eyes and conveying emotions of children with ADS autism “Look at me” becomes an effective companion and treatment method for parents who are looking for emotional resources for their children: 60% of children have better eye contact, 40% improve communication my feeling

Samsung clearly demonstrates its socio-ethical stance in this advertising campaign: The campaign offers a new, completely free and private treatment method for parents of children with autism Samsung has no intention of making a profit, the company only satisfies customer needs and does not cause negative effects to society

*What elements contributed to the campaign’s success?

Factors that helped Samsung's "Look at me" campaign succeed:

Targeting the right target audience: The target audience of the campaign is parents with

children with autism They are a group of people who are very familiar with high technology and are always looking for the best way to make the world a better place for their beloved children

Using Social Proof: Samsung has used Social Proof by borrowing third-party influence to

attract and build trust with potential customers Specifically, in the promotional video, Samsung used comments from professors from Korea's leading universities along with data given after autistic children experienced the application

Emotional appeal: The campaign helps Samsung evoke positive emotional triggers in

customers, which will ultimately motivate them to make purchases and stick with the brand Along with specific data on the number of people with autism in the world, Samsung helps