Assignment 2

Customer Service Excellence

Marks: 35

We all would agree to the fact the service excellence is an outcome of what an organization does to its
extended P’s (Physical Evidence, Process and People). Today, it is all about focus and pursuit of service
organization towards its extended Ps in highly competitive environment. Service organizations like
Singapore airlines, CitiBank, FedEx etc have worked meticulously on their extended Ps of Marketing.

This assignment expects you to identify the elements of extended Ps of Services Marketing and present a
detailed report on them with specific reference to a service organization. The organization could be any
service organization dealing in pure or mixed services. Industries covered may be Travel and
Transportation, Banking, Healthcare, Hospitality, Entertainment, Tourism, Logistics and beyond.

Highlight the importance of service elements related to extended Ps in these organizations and establish
their relevance. Broadly these areas may be covered under three Ps. These are only indicative.

People

 Discuss the Human element (Role of both service provider and customer)
 Service providers Front end and Back end people
 Training needs and specifications
 Training the customer
 Service script followed
 Other specific elements representing that company
 Behavior and appearance of service providers

Process

 The service delivery specifications and steps followed

 Highlight the front end and back end interactions
 Technology used for delivery
 Fully automated, semi-automated or customized processes
 Describe the complexity and divergence in services
 On stage and back stage actions

Physical Evidence

 Layout and facility planning

 Servicescapes
 Peripheral evidences - For eg – Airline ticket, boarding pass, cinema ticket, bank cheque book
and pass book etc.
 Description of essential elements (which cannot be possessed by the customer)
 Equipment and machinery