58 innovative plans for marketing

Chapter 29 Service Marketing Planning (2)
For most enterprises, customers are most concerned about: being able to purchase and enjoy products and services of the same quality at any place where they want to purchase.However, in addition to some basic requirements, customers in different regions and different target markets may have very different needs in terms of product use and after-sales service, especially in markets with large regional cultural differences. protrude.Because of this, enterprises must take into account the differences of customers when formulating customer service strategies. Competitors and other factors, companies can formulate a successful customer service strategy, and thus a new customer-oriented marketing model - differentiated service strategy came into being.

thinking innovation
Each service will be distinguished from others by a set of characteristics, some of which may be substantial and others of which may be perceived.Enterprises will face an important decision when positioning in the market, that is, whether the number of features needed to sell their services to target customers is one or more.However, in any case, enterprises must admit and accept the existing image and views of service products in customers' minds. If they try to deny or challenge customers' existing understanding, it will definitely lead to failure.

In terms of connotation, the differentiated service strategy mainly includes the following aspects of marketing innovation: in terms of marketing strategy composition, it integrates marketing modes such as image marketing, concept marketing, relationship marketing, service marketing, and information marketing; in terms of management mode, It is an interactive management model that combines horizontal communication from outside to inside and short-term vertical management from top to bottom; in terms of execution and operation, it implements a project operation responsibility system for specific customer groups; In addition to marketing departments (such as marketing department, planning department, sales department, public relations promotion department, customer service department and other marketing departments), we must focus on building information and intelligence departments and training departments, and adopt process management to adapt to the new marketing concept.Therefore, the differentiated service strategy is the use of new knowledge and new methods to integrate and configure all resources in the enterprise, and to design the overall management system of the enterprise's technological strength, capital strength, productivity, cultural strength, organizational strength, etc. , products, services and all perceivable images, to achieve unification, rationalization, standardization and normalization, making it the basis for recognizing, distinguishing and evaluating the final service quality of the enterprise. It is to promote potential customers to purchase enterprise services and cultivate customer loyalty. Moreover, a powerful means for enterprises to win customers in business competition is a business strategy system for enterprises to shape their core competitiveness and communicate with each other internally and externally.

Practical points
In order to eliminate the obstacles in the process of differentiated service strategy, integrate various favorable resources in the decision-making, organization and execution levels in the marketing process, so that the overall service will develop from piecemeal to the differentiated service strategy of overall planning and intensive cultivation, and effectively grasp the service process. Various necessary factors that play a key role, establish a feasible strategic direction for differentiated services, give full play to the role of differentiated service strategies in the interaction and communication between the organization and customers, and achieve the expected service effect. The following points should be grasped to support differentiation The service strategy is executed smoothly and made critical.

1. The differentiated service strategy must be carried out from the top down.Regardless of the structure of the enterprise or its business form, strategic differentiation initiatives must begin at the top management level and work their way down the entire enterprise, not at the middle or lower levels.Here, the attitude of the leader is very important. The top executive must actively support the plan of the differentiated service strategy and remove obstacles.This means not only supporting financially, but actively supporting it in a coaching, motivating, and even encouraging way, so that every employee clearly understands the importance of a differentiated service strategy.

2. The interaction between flat vertical management and parallel communication.

Vertical management enables accurate assignment and execution of tasks and maintains inherent quick response and continuity.At the same time, the flat management mode reduces unnecessary links in the management process, and avoids the management or executive level from arguing with each other and delaying opportunities.While implementing flat vertical management, the parallel communication within the organization will organically integrate the ideas of the decision-making layer with the thinking of the executive layer, generate a joint force of interactive communication, and coordinate and coordinate. Through passion collision and sharing of marketing concepts, integration Effective resources enable the differentiated service strategy to have the greatest competitiveness and coverage.

3. Customer-oriented marketing.For a differentiated service strategy to work effectively, it is necessary to pay attention to customers at the right time, care about consumers of all walks of life anytime, anywhere, and search for relevant information in order to understand and meet customer needs and obtain high-quality customer groups, not just limited to manufacturing products or providing services.That is, it must make its marketing programs more responsive to its customers.More importantly, we must follow the company's philosophy: to meet the needs of customers is the necessary condition for the success of the differentiated service strategy.

In fact, the differentiated service strategy must become an actual and effective competitive advantage in order to enable enterprises to continue to survive in the market.This requires a new way of thinking and a new understanding of service culture, both at the top management level and at the executive level.

4. Differentiated service strategic activities must be "central" controlled.Centralized or merged marketing functions are necessary. Only "central" controlled enterprises can have far-sighted marketing plans and construct complete strategies. Only these plans and strategies can make the brands established by enterprises stand out in the market. Stand upright.

The function of a differentiated service strategy must be owned by the top leadership of the business, and it must be considered a primary activity, just like finance or any other function of the business.A well-planned and well-organized marketing strategy may achieve short-term partial success, but the overall success must be controlled by the person in charge who has a comprehensive understanding of the development direction and operation of the entire enterprise.At the same time, the differentiated service strategy controlled by the "central government" will change the situation in which the enterprise and its subordinate enterprises lack planning in marketing, resulting in unclear and inconsistent images, weakened marketing effects and rising hidden costs.

The plan of the differentiated service strategy must be coordinated and operated, so the marketing organization must be committed to communicating with each customer, scientifically distinguish high-quality customer groups, and establish a clear and simple relationship.Since the differentiated service strategy is so important, it must not be controlled by non-professional managers, because to control the differentiated service strategy is to control the future of the enterprise.

5. Fully authorized and clear.The personnel in charge should be fully authorized, so that the differentiated service strategy can be carried out smoothly and effectively from market research, goal determination, overall planning, plan formulation to plan implementation, effect measurement, and overall control, and obtain strong support from other relevant departments.The clarification of authorization will effectively mobilize the professional potential and initiative of the personnel in charge, and can reasonably control the cost and effect of the differentiated service strategy.The organic combination of the two can make it easier to reach a consensus on many concepts between the decision-making layer and the executive layer, and make the connection closer, and also make the management process simple, clear and effective.

Scene reconstruction
1. Scenarios
Shenzhen Telecom has fully launched differentiated services for VIP customers in 12 telecom business halls in the Shenzhen Special Economic Zone, and has carried out a series of planning and transformation on the service area, service environment, service process, and service commitments of the existing business halls. Through the VIP service hall, VIP window and call number, the differentiated service promise of the business hall has been fully realized.

Shenzhen Telecom's first VIP service hall was officially opened on the second floor of Huangmugang business hall.Users can use the Xinzhiyuan card of major telecom customers, the VIP card of commercial and enterprise customers, and the VIP card of public customers to handle various businesses in the VIP service hall first and quickly, and enjoy the leisure and entertainment facilities provided in the service hall, such as Internet TV and best-selling books. And magazines, coffee tea, free Internet access, etc.Every detail reflects Shenzhen Telecom's first-class service to VIP customers.The business halls have also strengthened publicity and guidance for VIP users, such as guidance on the X display rack next to the caller, small cards for warm reminders, and advertisements on LCD screens in the waiting area.Business halls that have not yet established a VIP service area will use the number calling device to call the number first to achieve differentiated services for VIP customers. VIP customers can enjoy priority and fast business handling by selecting the VIP customer button on the caller with the VIP card.

Since the implementation of the differentiated service, more than 500 VIP customers have realized priority business through the caller, which has been well received by users, enabling users to experience the honorable feeling and thoughtful service of being a VIP member of Shenzhen Telecom.The differentiated services in the business hall not only reflect the customer-centric service concept of Shenzhen Telecom, but also strengthen the focus on core customers and improve service quality.

Question: What are the specific measures for Shenzhen Telecom to implement differentiated services in business halls?
2. Role simulation
If you are the leader of a certain company, you have already formulated a plan for implementing differentiation, but how should you implement it, and how do the grassroots and senior management grasp their respective roles?
3. Thinking Enlightenment
When carrying out the differentiation strategy, how can the enterprise ensure its effective operation?
4. Physical training games
Props: some paper, some pens.

Number of participants: 6 people.

Method: 6 people were divided into two groups, 3 people in each group.Set a specific scenario, and the two groups write a differentiated service marketing plan for a certain designated company.

Rules: Time is 90 minutes.Within the specified time, which group of plans has the most obvious difference, and which group wins.

Objective: To cultivate the ability of game participants to plan differentiated service marketing through games.

5. Improve plan
Reference answer

1. Scenario case: (1) VIP customers are given priority to handle various businesses quickly. (2) VIP customers enjoy the leisure and entertainment facilities provided in the service hall.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answering ideas: Differentiated service strategy must be established on the "customer-centric" chain-type customer service management system with interlocking and cooperative operations.Each department of the enterprise has clear responsibilities in the service chain. Although they perform their duties, they are closely integrated and operate effectively to avoid the emergence of service blind spots.

The customer service management system realizes the standardization and standardization of services through IT systems and other technical means, monitors the quality of the service system, and timely discovers and corrects weak links in the service system.For example, if a customer complaint is submitted by the front desk service department, if the complaint cannot be properly resolved, including that the processing department in the next link exceeds the specified response time limit, the system will automatically upgrade the complaint to seek a response with higher authority.The front desk service department can also actively inform customers of the processing status according to the processing progress of other departments recorded in the system, so as to realize a real one-stop service and improve customers' understanding of the enterprise.

In order to ensure the effective operation of the customer service management system, it is also necessary to establish a scientific management system.The management system should start with the establishment of service standards, combined with the corresponding incentive and restraint systems, to achieve job assessment, optimize the structure, increase the pressure and motivation of employees in the enterprise to improve services, and improve service levels.

Classic look back
With the promulgation and implementation of ten local service standards including the "Service Quality Requirements for Sankong Scenic Spots", Qufu, the hometown of Confucius, has formed national, industry, and local standards, with tourism service quality standards as the main body, covering food, travel, and tourism. A relatively complete tourism service standard system for the six major tourism service elements of tourism, accommodation, shopping and entertainment will gradually realize the standardization of tourism services and promote the continuous improvement of tourism service levels.

Tourism plays an important role in the economic development of Shandong Province, and it is also the economic pillar industry of Qufu City.As a famous historical and cultural city in the world and the birthplace of Confucius, a great thinker, educator and founder of the Confucian school, Qufu is famous all over the world for its long history and culture, rich underground cultural relics and majestic buildings. It is listed as a world cultural heritage by UNESCO and is a national AAAA-level scenic spot.

In 2004, based on the tourism development plan proposed by Shandong Province, such as "one mountain, one river, one sage", after the application of the Qufu Municipal People's Government, the Shandong Provincial Quality Supervision Bureau and the Tourism Bureau approved the establishment of a pilot project for the standardization of tourism services in Qufu City. The city's tourism service standard system regulates the three-hole scenic spot in Qufu City and related tourism service activities such as transportation, catering, and accommodation, and actively builds the three-hole service brand.

After more than a year of implementation, Qufu City has drafted and formulated ten tourism service standards, including the service quality requirements of the Sankong Scenic Spot, the interpretation requirements, and the service quality requirements of Qufu Tourist Shopping Stores, and issued them to relevant tourism management departments and enterprises. The basis for guiding and implementing the standardization of tourism services, and further standardizing the quality of tourism services in the Sankong Scenic Spot.

According to the person in charge of the standardization work of the Shandong Quality Supervision Bureau, the implementation of the pilot project of standardization of tourism services in Qufu will promote the transformation of the advantages of Qufu's tourism resources into the brand advantages of the tourism industry.In the future, Shandong Provincial Bureau of Quality Supervision and Tourism Administration will, on this basis, promote Qufu's tourism standardization experience in tourist attractions throughout the province to promote the development of tourism and service industries in Shandong Province.

A service is a process, action, and performance, not a physical object, so it cannot be seen, felt, or touched in the same way as a tangible commodity.Due to the intangible nature of the service, it is difficult for customers to recognize and grasp the quality of the service before receiving the service, and the service is basically a series of behaviors performed by people. The difference between the waiter and the customer determines the high degree of heterogeneity of the service It is difficult for customers and enterprises themselves to meet the ideal expectations for the quality of services provided.It is very necessary for enterprises to reduce the asymmetry of quality information by determining a series of clear, concise, observable and realistic service standards, so that customers can have a reasonable expectation of service quality according to national, industry and enterprise standards, and guarantee service quality. Quality stability.

Skillful touch
The life of an enterprise lies in quality, and the guarantee of quality lies in scientific management. An important content and method of scientific management is standardization.Standardization refers to the process of unifying repetitive things and concepts through the formulation and implementation of standards in social practice such as economic technology, science and management, so as to obtain satisfactory order and social benefits.To put it simply, it is to formulate and release standards within a certain range, implement the standards and conduct supervision and inspection.Service standardization means that enterprises provide customers with unified, traceable and verifiable repetitive services in the service field through standardized management systems, unified technical standards, and design and training of work items, procedures, and predetermined goals in service positions. Serve.

thinking innovation
The standardization of services can be refined from different angles and sides, mainly from the following two aspects: one is the service process level, that is, the service delivery system, which provides customers with various orderly service steps that meet their needs, and the service process The establishment of the standard requires that the service of the same steps be provided to the target customers who are suitable for the service standard of this process.The second is the specific service level provided, that is, the human side in each service link, the appearance, language, attitude and behavior displayed by service personnel in a service contact or "real moment".

Service process standardization focuses on the overall service, adopts a systematic approach, optimizes the entire service process by improving the division of labor and cooperation within the entire service system, thereby improving service efficiency and seeking service quality assurance.

In the process of receiving services, customers hope to obtain professional services on the one hand, and on the other hand, they also hope to obtain great convenience, reduce waiting time, and facilitate settlement.Therefore, in the design process of service process standards, the principle should be to provide convenience to customers, not for the convenience of internal implementation within the company.For example, when a patient goes to a hospital to see a doctor, he has to go through four stages: queuing up for registration, queuing up for medical treatment, queuing up for payment, and taking medicine.Even if the service personnel in every link work very well, it is difficult to satisfy the patients.The patient's body is already very uncomfortable, and he has to endure this series of tedious things. Even if he is replaced by someone else, this is not a pleasant process.To some extent, its process still needs to be further optimized to meet the convenience of customers to the greatest extent possible.

(End of this chapter)