Service Marketing Assignment

By: Shashwat Bachchan (42276)

Neo-Rich
Having tendency of being quite flash with cash, making their wealth conspicuous.

Pain Points in Mobile Stores

 Not Ready-to-use: All smartphones need data transfer to be fit for daily use, which
takes time and effort.
 Interaction with salesperson: Lack of attention, product knowledge and attitude
results in wide service variability.
 Aftersales Support: Most mobile retail stores don’t offer customer-friendly
experience post-purchase, for returns or additional service requests.
 Lack of Personalization: Due to low frequency of visits to a mobile retail store, there
is no personalized attention towards customers.
 Stock of items: On many occasions a customer might not find items that might be of
interest.

Minimum Viable Product (MVP) Prioritization Matrix

Aftersales Support
Not ready-to-use
Interaction with Salesperson
Unique accessories
Lack of Personalization

Stock of items

Low Customer Engagement

Service Model
 Create profile on app/website
 List smartphone SKUs & accessories to view or service/repair request
  Book appointment
 Visit store & get personalized experience

Service Blueprint

Service Experience
Physical evidence Processes People

App/Website with customised
experience based on interests
Allotted staff ready for
appointment
Check repair status via phone: (in Expert technicians for phone
case of drop offs) repair for 100% satisfaction
Time left for repair to be entered Customers can rate their
in the app by technician for interactions at every step via the
convenience of the customer. phone app.
Easy return if the problem is not
fixed.
Feedback from customer at every
step.

Service Quality
Tangibles Reliability Responsiveness Assurance Empathy

Modern looking, Understandable, Polite & Courteous, Inspire trust and Caring
visually appealing knowledgeable, always willing to help confidence through Individualized
Easy to use technology accurate and etc. knowledge Attention
Interiors and exteriors dependable, Ready to help Have guest’s best Personalized
should be lavish Service in a promised Ready to provide interest at heart. It Grievance redressal
Favourable location manner of time. customers with includes the
Well groomed Previously arranged answers and maintain knowledge and
employees service from the first timeless in answering courtesy of employees
meeting and onwards the queries and their ability to
service without convey trust and
mistakes confidence
Well trained
employees to tackle
problems without
causing harm to
customers