DEFINITION OF SERVICE CONCEPT

A service activity is characterized essentially by making

provision of technical and intellectual capacity.

Unlike an industrial activity, it can not be

described by the only features of a tangible acquired
by the customer.
Source: France Services 2003
 SOME NUMBERS

Weight in the added value Weight in employment

Tertiary merchant: 52.6% Tertiary merchant: 43.2%

Managed services: 20.6% Managed Services: 28%

Source: INSEE, national accounts 2001

 MATRIX P / S

Kind of properties on the market

products Services products +

Services

great marketing marketing

Type Renault
Public classical services
HP
of (Lever, (Accor, Air
Dell
market L'Oréal) La France)
marketing
Xerox
marketing services
B to B Renault
Industrial industrial
Airbus
(Sodexho)
 MAKING AN URBAN TRANSPORT SERVICE

Precise definition of the service: transport a passenger from point A to point B

Bus

Passenger

Driver

Business
 SIMPLIFIED MODEL

Here the customer is

Support one of the "factors
physical Customer
of production ".

(Conduct)

Staff
in touch Service (The result)

Comment : The connections between the elements are fundamental.

In a more complex model, one of the important elements are the
Business service relationships between customers. The company's service is obliged to stick
account (assessing the impact on service delivery).
 THE NECESSARY SERVICE

* Servuction automated and / or alternative:

Example: ATM or traditional bank counter.

Is service different?

This is the same service! (The essence of the service is

the same)
It is the servuction system is different.

What changes: the elements and what the client can do.
This is all the required behavior is different.

* In terms of vocabulary as for the production, use: produce, production, products (action, process and
result), for "making a service," we will: serve, servuction service.
 THE NECESSARY SERVICE

=> All the elements are not necessary to the production of the service:
for example, staff contact (comment of Peter
Eyglier: the example is deliberately provocative! On Plate
which has the managerial implications of the service delivery system, staff
contact is quoted as having a key role).

The two mandatory elements: 1 Masters 1 customer.

The existence of the service depends on the client:
no customer, no service!
 LEVELS OF ANALYSIS servuction

Blueprint (flowchart) represent each step to arrive at the service

and plan every step the different possibilities
 understand precisely how the service factory.
 Try to identify possible errors (allows pre resolve bps).
 MANAGERIAL IMPLICATIONS OF servuction

=> Segmentation
=> Customer Involvement
=> Key role of staff in touch
=> Quality Issues *
=> Network Development
=> Marketing Inter-Relations / Operations
(Tripod marketing, operations staff: inseparable: the
decisions involve 3).
C 'is the characteristic # 1 commercial units.

* The client is obliged to decide before he could check the quality.

 THE SERVICE OFFERING

A service company offering services and not a service

Basic service: primary need that service comes satisfy

+ Device Service: need that comes on the occasion of consumption
basic service.
_________________
global Service : Intended for segment

The satisfaction on the overall service generates loyalty.

The only common element to all basic services: the customer.
(That is the only one able to assess the overall service).
 THE SERVICE OFFERING

Decisions on offer:

- the composition of the offer.

- the contents of the package (membership price).

- calibrating the service delivery system: abilities.

It is a question of defining the service level.
Example: number of open cases in
supermarket.
MARKETING POLICY SERVICE ENTERPRISE

1. The level of the company's overall service

2. The level of the business unit

Marketing mix of the CPU:

product Policy price Policy com Policy.

- offer - Package contents - Safety

- service delivery system - local RP
- Mark