Understanding Supplementary Services in Service Management
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 !
