The Flower Service

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The Flower of
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MARKETING MODERN FINANCIAL SERVICES

REGINA THOMPSON
FIN 725 SEL |
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The Flower of Service
High-Contact Service
An example of a high-contact service is a restaurant. The core product is going to a restaurant
and eating food. There is a delivery process surrounding the core. A segment of the core is the
nature of the process which is done by people in a restaurant. The second delivery process is the
customer’s role, which is what the customer will do for themselves in a restaurant establishment.
The customer will be leaded to their table by the hostess. The customer will place their order and
make any request to how they would like their food prepared. The restaurant will take the
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customer’s order and handle any request made after that regarding food and their visit to the
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restaurant. Scheduling is another segment of the core. This entails what time is the customer’s
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dinner reservation, where they are going to sit when they arrive at the establishment and the time
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frame it may take to serve them. The service level is the last segment of the core product. Here
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the question is answered, what level of service is this restaurant? Is it a high-end restaurant or a
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low-level restaurant? This will determine the type of customer that will be entering the
establishment.
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Facilitating Services
Information - The restaurant could have a website to inform people of their service. On the
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website the restaurant could explain their hours of operation, service, seating process, their
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policies if people are late, dress code, valet parking (if available), cost (if it is fixed or not).
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Order taking – Is the waitress accurate, polite, able to explain the menu and efficient.
Billing – Is the restaurant bill accurate and legible?
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Payment – How will customers pay for the restaurant, cash, money order, check, credit card or
debit card?
Enhancing Supplementary Services
Consultation – The waitress could provide information to the customer about the menu. The
waitress could even make suggestions about what is highly recommended on the menu.
Hospitality – Hospitality starts as soon ad the customer arrives to the restaurant. They may
encounter the valet driver, the hostess, the server (waitress/waiter), the presentation of food.
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Safe keeping – A car parked in the restaurant parking lot by valet is safe throughout their
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restaurant visit.
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Exceptions – An exception could be the restaurant making accommodations for a nondairy,
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gluten free diet. It could be someone’s birthday and the restaurant deliver cake or complimentary
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wine to the customer’s table.

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Low-Contact Service
A low-contact service is Microsoft Office home and student computer installation. The core
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product is having Microsoft Office on a home/personal computer device. The customer role is to
purchase the Microsoft Office card and input the code into their computer device. When the
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customer is ready, they will install the Microsoft office in their computer device. In terms of
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service level, if the customer has a problem or difficulty installing Microsoft, they could contact
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the number on the back of the card.
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Facilitating services
Information - Information about Microsoft Office is in the store or the customer could read about
it online. It is generally after a customer makes a computer purchase from electronics store, they
install Microsoft Office. The store employee usually informs the customer of the cost of the
product and the conditions of the sale.
Order-Taking - Once the customer says that they would like to purchase Microsoft Office for
their electronic device, the employee would scan the barcode, selling the product to the customer.
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Billing – The store prints out a bill. The bill has a complete list of what was purchased, which
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would be Microsoft Office and it is legible.
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Payment – The customer pays for Microsoft Office in the store. They pay by cash, credit of debit
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card.
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Enhancing Supplementary Services

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Consultation – The representation in the store is going to inquiring if the customer is going to
purchase Microsoft Office. They may ask probing questions like; do you type a lot of papers or
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work with numbers or spreadsheets, to see if Microsoft Office to find out if it is a good purchase
for them.
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Hospitality - Microsoft Office installation there's not much hospitality involved. The only
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hospitality you would receive is when you call the number on the back of the Microsoft Office
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card, if help is needed during installation.
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The representative in the electronic store may provide information regarding the Microsoft
Office package that could be purchased, but hospitality would not initially come from Microsoft
Office.
Safekeeping - The Microsoft Office cards are not activated until they are scanned at the store and
each card has a unique code. There is no need to safeguard it. The installation is done by the
customer that purchased Microsoft Office card.
Exceptions - If the Microsoft Office program that the customer purchased has a glitch in it they
will have to Contact Microsoft to see if their program could be replaced or if they can be
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refunded.
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There is little required from a company in which customers install their services
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themselves. An example of this was Microsoft Office Program. This program is sold typically
by Staples, Best Buy, Walmart, online and other electronic stores. The only time a customer
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would interact with a Microsoft Office representative is if they are having difficulty installing the
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program. This is a huge difference from a restaurant. A customer is constantly interacting with
employees at a restaurant. One bad experience and the customer may view the establishment
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negatively and not want to return. The type of business does matter and is directly related to the
type of service that a customer will receive.

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A restaurant could use their service as a competitive advantage. They could offer the
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highest level of service. This will keep customers returning. A high-end restaurant could have
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valet parking as soon as the customer arrives. A doorman holding the door for customers as that
arrive. The restaurant could have a place where they hang the customer’s coat or personal
belongings. The hostess seating customers immediately as they walk in. The waiter/waitress
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that can explain the menu taking accurate orders. The bill would be accurate, listing all items
that was ordered. The customers could conveniently pay by cash or credit or debit card. If the
customer orders something that they did not like, the staff would be informed, and they would
make an exception to accommodate the customer. By a restaurant fulfilling these petals, it gives
them an advantage over other restaurants and differentiates them. People return to places
because of the quality service. There are restaurants that I distinctively remember because of the
service. These are places that I would return and pay for a service from them.
Microsoft Office Program also has a competitive advantage and differentiation. Most
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customers that purchase computers, lab top, tablets or other electronic devices may want to
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install Microsoft Office. This is the only software that would give them excel, power point,
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access, etc. This software dominants the computer industry. It sets them apart and it is a very
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low contact service. If a customer needs assistance, they would call the number on the back of
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the card. The benefits are high for Microsoft and there is little staff involvement.
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MARKETING MODERN FINANCIAL SERVICES

FIN 725 SEL |

An example of a high-contact service is a restaurant. The core product is going to a restaurant

Billing – Is the restaurant bill accurate and legible?

Enhancing Supplementary Services

wine to the customer’s table.

the number on the back of the card.

product and the conditions of the sale.

Enhancing Supplementary Services

card, if help is needed during installation.

customer that purchased Microsoft Office card.

type of service that a customer will receive.

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