增值服务是战略竞争优势.pptVIP

(c) 1999 Lovelock Associates ADDING VALUE THROUGH SERVICE:STRATEGIES FOR COMPETITIVE ADVANTAGE Dr Christopher Lovelock Yale University Beijing Overview Success factors in service-driven businesses Creating value for customers through service The Flower of Service: core and supplementary elements Customer loyalty creates value for the firm Some strategies to improve success Why Effective Management of Services Will Become More Important for China More demand for services from domestic consumers as per capita income rises Tourism stimulates demand for many services Increased sophistication in manufacturing may involve emphasis on value-added services Entry of international service firms into Chinese market transfers expertise Government economic and social policies often emphasise improved services The Many Faces of Service Service is the core product of the industry (e.g., insurance, transport, hotels, banking) Service supplements and adds value to a manufactured good manufacturer provides service to end users intermediary provides the service (e.g., retailer) Service to intermediaries -- help them to do a better job selling products to end users Service to suppliers -- builds relationships and makes purchaser an attractive customer Internal services -- within firm to other departments, branches, employees (e.g. legal, accounting, human resources) Ten Characteristics of Successful Service Businesses Clear statement of market position relative to competitors and target customers Easy to do business with for customers and suppliers Focus on building customer loyalty by creating value Open to innovation and new ways of working Seek continuous improvements on quality and productivity Ten Characteristics of Successful Service Businesses (cont) Make intelligent use of technology Invest in recruitment, training, and motivation of employees Actively seek feedback from employees and customers Except