Supplementary Services in Service Management
IDENTIFICATION AND
IDENTIFICATION AND
CLASSIFICATION
CLASSIFICATION
SUPPLEMENTARY SERVICES
SUPPLEMENTARY SERVICES
FACILITATING
SUPPLEMENTARY
SERVICES
FLOWER
OF
SERVICE
CORE
PRODUCTS
FACILITATING
SUPPL
EM
EN
T
A
R
Y
SERVICES
ENHANCING
S
U
P
P
LE
M
EN
T
A
R
Y
SERVICES
The
supplementary
services
are
classified
into
one
of
the
eight
clusters
The
eight
clusters
are
shown
as
petals
surrounding
the
core
of
a
flower
which
is
said
to
be
flower
of
service
The
petals
are
arranged
in
the
clockwise,
in
the
manner
they
are
said
to
be
experienced
however
the
encounter
may
not
follow
the
same
order
F
A
CI
L
I
T
A
T
ING
SERVICES
•
Information
•
Order-taking
•
Billing
•
Payment
ENHA
N
CING
SERVICES
•
c
onsul
t
a
tion
•
Hospitality
•
Safekeeping
•
Exceptions
INFORMATION
•
To
obtain
value
from
any
good
service,
customers
need
relevant
information
•
Customers
nowadays
are
information
hungry
•
Customers
also
require
documentation
of
what
has
already
taken
place
such
as
confirmation
of
receipts,
tickets
or
monthly
summary
of
account
activity
.
•
Information
must
be
provided
in
both
timely
and
accurate
manner
.
•
Traditional
ways
include
using
front-line
employees,
printed
notices
etc
.
•
Nowadays
it
is
provided
through
videos,
websites
etc
•
Certain
business
provide
opportunities
to
track
their
services
.
ORDER-TAKING
•
It
is
the
first
step
when
the
customer
is
ready
to
buy
•
It
includes applications,
order
entry,
reservations
or
check-ins(eg:
admission
process
in
college,
a
restaurant
table)
•
Accuracy
in
order-taking
is
highly essential
•
It
can
be done
through
sales
personnel,
phone,
or
online
•
It
should be
polite,
fast
and
easily
understandable
•
It
should
ensure
minimum
physical
and
mental
work(eg:
m-tickets)
BILLING
•
Common
to
all
services
(unless
the
service
is
free)
•
Inaccurate
or
incomplete
bills
disappoint
customers
•
Procedures
vary
from
verbal
statements
to
machine
–
displayed
price
.
•
Simple
approach
is
self-billing
.
•
Customers
expect
bills
to
be
clear
and
informative
.
•
Customers
hate
waiting
for
bills
.
•
Previewing
bills
on
TV
monitors
.
P
A
YMENT
•
Certain
services
automatically
deduct
charges
(eg:
ATM)
•
Methods
range
from
self-service
payment to
credit
cards,
pre-paid
and
electronic
payment
•
Some
service
business
have
instituted
control
systems(eg:
ticket
checks)
•
However
the
control
process
must ensure
politeness
with
firmness
•
Say
THANK
YOU
ENHANCING
SUPPLEMENTARY
SERVICES
1.Consultation
•
Response
to
customers’
questions.
•
Advice
to
customers.
•
Tutoring
or training
in
product
use.
•
Technical
consulting.
2.
Hospitality
•
Greetings.
•
Food
and
beverages.
•
Waiting
facilities
and
amenities
–
waiting
rooms, newspapers,
magazines
etc.
•
Transport.
•
Security
3.
Safekeeping.
•
Caring
of
customers’
possessions.
•
Parking
of
vehicles.
•
Baggage
handling.
•
Packaging
of
goods.
•
Transportation
and
delivery.
•
Installation
of
purchased
goods.
•
Inspection
and
diagnosis.
•
Repair
and
renovation.
4.
Exceptions.
•
Special
requests.
•
Handling
su
g
g
e
s
t
i
ons
/
c
omp
l
ai
n
t
s
/
compliments
•
Problem
solving
•
Restitution.
MANAGERIAL
IMPLICATIONS
•
The
flower
of service
provide
many
options
for
enhancing
the
core
product.
•
The
elements
are
categorized
as
facilitating
and
enhancing.
•
Any
badly handled
element
may
negatively
affect
customers’
perception
of
service
quality.
•
The
nature
of
the
product
helps
to
determine
which
supplementary
services
must
be
offered
and
which
might
be
used
to
enhance
the
value
of
the
core
product.
THANK
YOU
!
Supplementary services play a crucial role in enhancing customer experience by providing additional value beyond the core product. They are classified into clusters, symbolized by a "Flower of Service," with petals representing various supplementary services. These services, such as information provision, order-taking, billing, and payment, cater to diverse customer needs and preferences, aiming to ensure a seamless and satisfying service encounter. Embracing modern methods like online platforms and self-service options, businesses strive to meet the information and transactional requirements of today's informed and tech-savvy customers effectively.
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Presentation Transcript
IDENTIFICATION AND CLASSIFICATION SUPPLEMENTARY SERVICES
FACILITATING SUPPLEMENTARY SERVICES
FLOWER OF SERVICE CORE PRODUCTS ENHANCING SUPPLEMENTARY SERVICES FACILITATING SUPPLEMENTARY SERVICES The supplementary services are classified into one of the eight clusters The eight clusters are shown as petals surrounding the core of a flower which is said to be flower of service The petals are arranged in the clockwise, in the manner they are said to be experienced however the encounter may not follow the same order
FACILITATING SERVICES ENHANCING SERVICES Information Order-taking Billing Payment consultation Hospitality Safekeeping Exceptions
INFORMATION Toobtain value from any good service, customers need relevant information Customers nowadays are information hungry Customers also require documentation of what has already taken place such as confirmation of receipts, tickets or monthly summary of account activity. Information must be provided in both timely and accurate manner. Traditional ways include using front-line employees, printed notices etc. Nowadays it is provided through videos, websites etc Certain business provide opportunities to track their services.
ORDER-TAKING It is the first step when the customeris ready to buy It includes applications, order entry, reservations or check-ins(eg: admission process in college, a restaurant table) Accuracy in order-taking is highly essential It can be done through sales personnel, phone, email or online It should be polite, fast and easily understandable It should ensureminimum physical and mental work(eg: m-tickets)
BILLING Common to all services (unlessthe service is free) Inaccurateor incomplete bills disappointcustomers Procedures vary from verbal statements to machine displayed price. Simple approach is self-billing. Customers expect bills to be clear and informative. Customers hatewaiting for bills. Previewing bills on TV monitors.
PAYMENT Certain services automatically deduct charges (eg: ATM) Methodsrange from self-service payment to credit cards,pre-paid and electronic payment Some service businesshave instituted control systems(eg:ticket checks) However the control process must ensure politeness with firmness Say THANK YOU
ENHANCINGSUPPLEMENTARY SERVICES 1.Consultation Response to customers questions. Advice to customers. Tutoring or training in product use. Technicalconsulting.
2. Hospitality Greetings. Food and beverages. Waiting facilities and amenities waiting rooms, newspapers, magazines etc. Transport. Security
3. Safekeeping. Caring of customers possessions. Parking of vehicles. Baggage handling. Packagingof goods. Transportation and delivery. Installation of purchased goods. Inspection and diagnosis. Repair and renovation.
4. Exceptions. Special requests. Handling suggestions/complaints/ compliments Problem solving Restitution.
MANAGERIAL IMPLICATIONS The flower of service provide many options for enhancing the core product. The elements are categorized as facilitating and enhancing. Any badly handled element may negatively affect customers perception of service quality. The nature of the product helps to determine which supplementary services must be offered and which might be used to enhance the value of the core product.
THANK YOU !
