Any service can be clearly, completely, consistently and concisely specified by means of the following 12 standard attributes which conform to the MECE principle (Mutually Exclusive, Collectively Exhaustive)
1.Service Consumer Benefits
2.Service-specific Functional Parameter(s)
3.Service Delivery Point
4.Service Consumer Count
5.Service Readiness Times
6.Service Support Times
7.Service Support Language(s)
8.Service Fulfillment Target
9.Maximum Impairment Duration per Incident
10.Service Delivering Duration
11.Service Delivery Unit
12.Service Delivering Price
The meaning and content of these attributes are:
•Service Consumer Benefits describe the (set of) benefits which are callable, receivable and effectively utilizable for any authorized service consumer and which are provided to him as soon as he requests the offered service. The description of these benefits must be phrased in the terms and wording of the intended service consumers.
•Service-specific Functional Parameters specify the functional parameters which are essential and unique to the respective service and which describe the most important dimension of the services cape, the service output or outcome, e.g. maximum e-mailbox capacity per registered and authorized e-mail service consumer.
•Service Delivery Point describes the physical location and/or logical interface where the benefits of the service are made accessible, callable, receivable and utilzable to the authorized service consumers. At this point and/or interface, the preparedness for service delivery can be assessed as well as the effective delivery of the service itself can be monitored and controlled.
•Service Consumer Count specifies the number of intended, identified, named, registered and authorized service consumers which shall be and/or are allowed and enabled to call and utilize the defined service for executing and/or supporting their business tasks or private activities.
•Service Readiness Times specify the distinct agreed times of day when
1)The described service consumer benefits are
I)Accessible and callable for the authorized service consumers at the defined service delivery point
ii)Receivable and utilizable for the authorized service consumers at the respective agreed service level
2)All service-relevant processes and resources are operative and effective
3)All service-relevant technical systems are up and running and attended by the operating team
4)The specified service benefits are comprehensively delivered to any authorized requesting service consumer without any delay or friction.
The time data are specified in 24 h format per local working day and local time, referring to the location of the intended service consumers.
•Service Support Times specify the determined and agreed times of day when the usage and consumption of commissioned services is supported by the service desk team for all identified, registered and authorized service consumers within the service customer's organizational unit or area. The service desk is/shall be the so called the Single Point of Contact (SPoC) for any service consumer inquiry regarding the commissioned, requested and/or delivered services, particularly in the event of service denial, i.e. an incident. During the defined service support times, the service desk can be reached by phone, e-mail, web-based entries and/or fax, respectively. The time data are specified in 24 h format per local working day and local time, referring to the location of the intended service consumers.
•Service Support Languages specifies the national languages which are spoken by the service desk team(s) to the service consumers calling them.
•Service Fulfillment Target specifies the service provider's promise of effective and seamless delivery of the defined benefits to any authorized service consumer requesting the service within the defined service times. It is expressed as the promised minimum ratio of the counts of successful individual service deliveries related to the counts of requested service deliveries. The effective service fulfillment ratio can be measured and calculated per single service consumer or per consumer group and may be referred to different time periods (workday, calenderweek, work month, etc.)
•Maximum Impairment Duration per Incident specifies the allowable maximum elapsing time [hh:mm] between
i)The first occurrence of a service impairment, i.e. service quality degradation or service delivery disruption, whilst the service consumer consumes and utilizes the requested service,
ii)The full resumption and complete execution of the service delivery to the content of the affected service consumer.
•Service Delivering Duration specifies the promised and agreed maximum period of time for effectively delivering all specified service consumer benefits to the requesting service consumer at the currently chosen service delivery point.
•Service Delivery Unit specifies the basic portion for delivering the defined service consumer benefits. The service delivery unit is the reference and mapping object for all cost for service generation and delivery as well as for charging and billing the consumed service volume to the service customer who has commissioned the service delivery.
•Service Delivering Price specifies the amount of money the service customer has to pay for the distinct service volumes his authorized service consumers have consumed. Normally, the service delivering price comprises two portions
a)A fixed basic price portion for basic efforts and resources which provide accessibility and usability of the service delivery functions, i.e. service access price
b)A price portion covering the service consumption based on
i)Fixed flat rate price per authorized service consumer and delivery period without regard on the consumed service volumes,
ii)Staged prices depending on consumed service volumes,
iii)Fixed price per particularly consumed service delivering unit.
Showing posts with label Service Marketing. Show all posts
Showing posts with label Service Marketing. Show all posts
Tuesday, December 1, 2009
Tuesday, November 24, 2009
Service Marketing
Service Marketing is the marketing of intangible products, such as hairdressing, cleaning, insurance and travel.
Marketing a service-base business is different from marketing a goods-base business.
There are several major differences, including:
1.The buyer purchases are intangible
2.The service may be based on the reputation of a single person
3.It's more difficult to compare the quality of similar services
4.The buyer cannot return the service
Service
What is a Service?
•A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes.
•The term Service is used in so many other industry buzwords, namely Web Services, Service Oriented Architecture (SOA), Enterprise Service Bus (ESB) and Application Service Provider (ASP). It's an extremely overloaded term. However, Services marketing is marketing based on relationship and value. It may be used to market a service or a product. It's a strange almost mythical combination of competing requirements, which is it is both isolated and interoperable.
Characteristics of a Service
There are five characteristics to a service which are considered below:
•Lack of ownership.
You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the UK the service lasts maybe 9 hours each way , but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it.
•Intangibility
You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? The location and the inner presentation of where they are purchasing the service?
•Inseparability
Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as apart of the process as well as the quality of food provided.
•Perishibility
Services last a specific time and cannot be stored like a product for later use. If travelling by train, coach or air the service will only last the duration of the journey. The service is developed and used almost simultaneously. Again because of this time constraint consumers demand more.
•Heterogeneity
It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced.. Generally systems and procedures are put into place to make sure the service provided is consistent all the time, training in service organisations is essential for this, however in saying this there will always be subtle differences.
Marketing a service-base business is different from marketing a goods-base business.
There are several major differences, including:
1.The buyer purchases are intangible
2.The service may be based on the reputation of a single person
3.It's more difficult to compare the quality of similar services
4.The buyer cannot return the service
Service
What is a Service?
•A service is the action of doing something for someone or something. It is largely intangible (i.e. not material). A product is tangible (i.e. material) since you can touch it and own it. A service tends to be an experience that is consumed at the point where it is purchased, and cannot be owned since is quickly perishes.
•The term Service is used in so many other industry buzwords, namely Web Services, Service Oriented Architecture (SOA), Enterprise Service Bus (ESB) and Application Service Provider (ASP). It's an extremely overloaded term. However, Services marketing is marketing based on relationship and value. It may be used to market a service or a product. It's a strange almost mythical combination of competing requirements, which is it is both isolated and interoperable.
Characteristics of a Service
There are five characteristics to a service which are considered below:
•Lack of ownership.
You cannot own and store a service like you can a product. Services are used or hired for a period of time. For example when buying a ticket to the UK the service lasts maybe 9 hours each way , but consumers want and expect excellent service for that time. Because you can measure the duration of the service consumers become more demanding of it.
•Intangibility
You cannot hold or touch a service unlike a product. In saying that although services are intangible the experience consumers obtain from the service has an impact on how they will perceive it. What do consumers perceive from customer service? The location and the inner presentation of where they are purchasing the service?
•Inseparability
Services cannot be separated from the service providers. A product when produced can be taken away from the producer. However a service is produced at or near the point of purchase. Take visiting a restaurant, you order your meal, the waiting and delivery of the meal, the service provided by the waiter/ress is all apart of the service production process and is inseparable, the staff in a restaurant are as apart of the process as well as the quality of food provided.
•Perishibility
Services last a specific time and cannot be stored like a product for later use. If travelling by train, coach or air the service will only last the duration of the journey. The service is developed and used almost simultaneously. Again because of this time constraint consumers demand more.
•Heterogeneity
It is very difficult to make each service experience identical. If travelling by plane the service quality may differ from the first time you travelled by that airline to the second, because the airhostess is more or less experienced.. Generally systems and procedures are put into place to make sure the service provided is consistent all the time, training in service organisations is essential for this, however in saying this there will always be subtle differences.
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