58 innovative plans for marketing

Chapter 30 Service Marketing Planning (3)
Services are usually produced and consumed simultaneously. For example, the services of a beauty shop cannot be provided until they are sold, and services are consumed at the same time as they are produced.This kind of synchronicity also means a high degree of customer participation. The quality of service and customer satisfaction will largely depend on the situation of "real moments". , It is undoubtedly a big challenge for the enterprise itself, and it will also become a highlight of the service. The service standardization of "contact points" is mainly reflected in the appearance, language, attitude and behavior standards of service personnel.

Practical points
Effective communication is extremely important in the process of service. If this is not done, even the most effective service ideas in the world will disappear.Of course, this requires a lot of service skills. For example, service personnel must learn to listen and be silent. They must not only pay attention to verbal communication, but also pay attention to non-verbal communication, but moderate language expression is very critical.The service staff should use standard language, which should first include some basic polite language standards, including saying "welcome" when the customer comes, saying "good luck" or "welcome again" when the guest leaves, and saying "thank you" when the guest leaves the store. "When you have to answer "Your thanks" and so on.

In addition, service personnel should pass some professional knowledge language to customers in the form of interest demands pursued by customers, that is, transform the attributes of products or services into functional or emotional benefits, so that customers can more clearly grasp product benefits.

The study of time motion was first proposed by Taylor to formulate a scientific method for each component of people's work, to replace the old way of working only by experience, trying to determine the best way to complete each job.Through the study of time and observing the actions of workers at work, Taylor determined the time required to complete each link in the work process, carefully observed the measurable aspects of each particular job, and was able to discover exactly what the worker was doing and how Do.Analyze the various actions of laborers during the labor process, cancel useless redundant actions, and make the remaining actions necessary and good standard actions. Through this scientific research, work efficiency and work quality can be improved.

In the contact process between service personnel and customers, it is very necessary to standardize their actions, that is, to standardize the actions of service personnel in the process of service contact.On the one hand, it can achieve the high efficiency of UPS delivery drivers, and more importantly, serve them with the action standards expected by customers, establish a good service image in the minds of customers, and avoid the experience of service personnel as much as possible. resulting in customer dissatisfaction.Through the observation and analysis of the actions of the service personnel during work, those actions that may cause customer dissatisfaction or misunderstanding are removed, so that the remaining actions become necessary standard actions that good customers will not be disgusted with.

Service attitude is the comprehensive expression of service staff's thoughts, emotions and behaviors towards customers, including the degree of active enthusiasm, respect and politeness towards customers. Service attitude is an important standard and content to measure service quality.

Scene reconstruction
1. Scenarios
Relying on the operation of some simple food, a huge food kingdom has been built. How can McDonald's, a loose organization dominated by small businesses, flourish like a person's body, and even become popular all over the world? McDonald's standard uniform operation.

McDonald's "Standardized Work Manual" can be said to be a winning book. This book has detailed regulations and standards on how employees hold cups, switch machines, and how long processed food can only be stored.And it can implement these standards without compromise, and become the credit and promise of selling McDonald's.The specific implementation of the almost "mechanical and cumbersome" specifications in the manual is the process of "copying" the overall credit of McDonald's in each branch-this may be the secret of McDonald's success.

Maybe McDonald's does not have as good service and delicious food as roadside restaurants at a certain time and place, but customers will always know what kind of service and food they will eat at any McDonald's, because the standardized manual guarantees this. point.

Question: What role did McDonald's standardization manual play?
2. Role simulation
If you are the operator of a Chinese restaurant and plan to open your own chain store, what can you learn from McDonald's standardized service methods?

3. Thinking Enlightenment
Do enterprises reject personalized services when they carry out standardized service strategies?
4. Physical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into two groups, 6 people in each group.Set up a specific scenario, and the two groups write a standardized service marketing plan for a certain designated company.

Rules: Time is 90 minutes.Within the specified time, which group has the most standard program content, which group will win.

Purpose: To standardize and systematize services.

5. Improve plan
Reference answer

1. Scenario case: McDonald's standardized manual plays a role in standardizing services.

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answer ideas: In the process of providing services to customers, enterprises focus on the overall service, adopt systematic methods, and standardize service processes, and conduct detailed questions from different aspects according to industry characteristics and service characteristics. standardization.Of course, emphasizing the standardization of services does not exclude personalized services. Enterprises providing services can balance standardization and personalization according to internal conditions and customer needs.

Classic look back
When Chery cars entered the market in 2001, Chery started to make after-sales service a sharp weapon for Chery to participate in market competition.Over the years, with the competition in the service market and Chery's development speed, it has successively put forward the service tenet of "boundless service, satisfaction, honesty, lifelong friends", the implementation guidelines of "proactive, fast, effective and satisfactory" and "Sincere, true feelings, true action" service policy. On March 2006, 3, Chery announced the "Happy Experience" service brand in Beijing, marking a new era for Chery service to enter into brand management.

As a car brand that started from scratch, it has no foundation and no backer. If it wants to gain a firm foothold in the market, it needs to pay much more effort than others.Looking back on the hard work of the past few years, Chery's after-sales service has made a career that is enough to make people feel emotional.

Since 2001, when Chery held the service activity of "Sending Coolness in Summer", the service activities with full of Chery's emotional characteristics have never stopped. In 2006, Chery successively launched the spring service activities of "Unlimited Service, New Experience of Happy Holidays", the summer activity of "Cool Dates, New Experience of Happiness", and "Quartet of Courtesy in Golden Autumn, New Experience of Happy Service" and so on.The above list is only a small part of Chery's service activities.The service activities designed according to different seasons every year have become one of Chery's most distinctive service products.

In order to better listen to the voices of users, Chery creatively launched the communication form of "user talks". Since 2001, Chery has repeatedly invited users to gather together through Chery’s service stations during traditional festivals and other seasons, to have close contact with them, to listen to their opinions and suggestions on Chery, in order to provide the services they want and create their own products. Favorite sedan. "User symposium" has become a basic system of Chery.

In order to better let Chery users understand the knowledge of car maintenance and Chery's service dynamics, Chery publishes two semi-monthly service magazines every month, which are distributed to 500 Chery authorized repair stations across the country for users to read, providing a comprehensive way to communicate with users. new platform.

So far, Chery's service station network has grown to nearly 500, including 342 that integrate sales and service, and 188 that specialize in service.The service network covers 31 provinces and municipalities, 310 prefecture-level and 72 county-level cities.In the same industry, the number and density of Chery's service network have risen to the advanced level in the industry.With the rapid increase in the number of networks, the timeliness and convenience of services have also been rapidly improved for the market and users.

In 2006, Chery launched the "model service station project", and 20 excellent service providers stood out among 500 sales service providers, comprehensively improved service software and hardware facilities, and drove all sales service providers to establish a new and comprehensive service image of Chery.

In 2006, Chery upgraded again and launched the "400-883-8888" customer service hotline that mobile phone users can dial at any time, completely changing the limitation that 800 calls can only be made from landlines.

The case of Chery fully demonstrates that the service branding strategy is a marketing strategy jointly implemented by all departments of an enterprise.Compared with developed countries in the automobile industry, my country's automobile after-sales service industry has just started.At present, in my country's auto market sales, accessories account for 37%, manufacturers account for 43%, retail accounts for 8%, and services account for 12%.Correspondingly, in the mature foreign auto market sales, accessories accounted for 39%, manufacturers accounted for 21%, retail accounted for 7%, and services accounted for 33%.This also shows that the development of my country's automobile after-sales service industry has a long way to go.From the perspective of the development trend of the automobile industry, the competition in the domestic automobile industry in the future will be the competition of comprehensive capabilities covering price, quality, after-sales service and brand image.Whoever can improve the comprehensive ability of the brand as soon as possible will gain an advantage in the competition.Although branded after-sales service is a means for automobile manufacturers and dealers to establish brand image and increase market share.But from the perspective of car owners, the benefits should be far more than simple forms of after-sales service or simple discounts in the past.Branded after-sales service can achieve "win-win" between consumers, manufacturers and dealers, so that the entire automobile industry can move on the right track of healthy development.

Skillful touch
Service brand refers to the names or other identification symbols of service organizations or other service departments, service positions, service personnel, service production lines, service activities, service environment, service facilities, service tools and even service objects. It is a concept that covers a wide range.

Service branding means that service organizations establish their own service brands and use brands to promote marketing, that is, brand marketing.Because brand is tangible, service branding is a kind of tangible service, and branding strategy is a kind of tangible service strategy.

thinking innovation
The branding of services is of great significance to marketing.

1. It is beneficial for customers to identify and establish service characteristics.Due to the intangible nature of service, it is difficult to identify and establish the service characteristics of service organizations. As a tangible clue of service, service brand can remind the market of service characteristics, which is conducive to the identification and establishment of service characteristics.

2. Conducive to the protection of service intellectual property rights and the promotion of service innovation.Branded service innovations, once registered, have legally protected intellectual property rights, so service branding is conducive to promoting innovation in service organizations.

3. Conducive to the internal marketing of service organizations.The service "institutional brand" can play the role of conveying the service concept of the institution, and the service "personnel brand" can serve as a service model, and these are the favorable factors to promote the internal marketing of service institutions.

4. Facilitate relationship marketing for service organizations.Once a service organization establishes its own brand, especially a famous brand, it will be very beneficial to keep old customers, win new customers or develop social relations.One is that brands, especially famous brands or so-called "time-honored" brand names, can constantly remind old customers to remain loyal to service organizations.The second is that the brand helps old customers to carry out word-of-mouth "publicity", which is conducive to the development of new customers.Third, the brand can spread the image of the institution, which is conducive to the development of the relationship between service institutions and suppliers, middlemen, talent markets, financial markets and communities.

5. It is conducive to expanding service channels and service markets.The expansion of service channels often involves the paid or free transfer of service brands, and once a service organization has a famous brand, this transfer may be smoother, which is more conducive to the expansion of service channels.

Practical points
The key to service branding is to establish and develop a brand.From the practice of service marketing, the establishment and development of service branding should pay attention to the following points:

1. Individuation and specialization of service To establish and develop a service brand, it is necessary to establish and develop the individuality and characteristics of the service.

2. Use the "celebrity effect".The establishment of service brands can take advantage of the so-called "celebrity effect", that is, the cognitive psychological effect of "celebrity famous products" existing in the market.

3. Rating of service organizations.The rating of service organizations is conducive to the establishment and development of service brands, because the service level can directly express service information such as service scale, quality and level to customers.The improvement of a service organization's level is obviously conducive to the establishment and development of its service brand.

4. Industry ranking of service organizations.The industry rankings or market rankings of service organizations can also directly express service information such as service scale, quality and level to customers.The rise in the ranking of a service organization is obviously conducive to the establishment and development of its service brand.

5. Awards for service organizations.The award of a service organization can more or less reflect its excellent service scale, quality and level.Service organizations should actively participate in various domestic and international service industry awards. If they win the award, they can quickly expand their brand awareness; if they fail to win the award, they can also find gaps, so as to facilitate the next evaluation.

Scene reconstruction
1. Scenarios
There is a famous saying in the automobile industry: "The first car is sold by the salesperson, but the second and third cars are sold by the after-sales service personnel." Undoubtedly, automobiles have their own brands, and automobile after-sales service, On the premise of practicing the basic skills well, we should also move towards the road of brand management.According to the current national conditions in our country, there are not many people who have this concept and put it into practice. Branded after-sales service is not something that everyone can do as they wish—first of all, they need a strong industry background, strong material and financial resources, and perfect marketing. system, as well as the philosophy and culture that the company has accumulated over a long period of time.Automakers and dealers are becoming more and more aware that only through perfect, thoughtful, high-quality and personalized after-sales services can they cultivate customer loyalty and stabilize customer relationships.Therefore, the after-sales service of some domestic automobile manufacturers is moving towards brand management. For example, the "new butler-style" service brand created by FAW Mazda is a typical example.

As the first "child" in the service field of FAW Mazda Automobile Sales Co., Ltd. - "Four Seasons Care" service activity, since its launch in 2005, it has been widely recognized by users and has made its own reputation nationwide. Numerous FAW Mazda car owners have provided perfect and caring services. "Four Seasons Care" refers to four national service activities - "Spring Warmth", "Summer Coolness", "Autumn Peace of Mind" and "Winter Sunshine". Inspection, self-driving tour, seasonal maintenance and other activities.And combined with the four major holidays, namely "May [-]st", "October", New Year's Day, and Spring Festival.Provide corresponding services for users when they need them most, be a good "housekeeper" of users, and save every penny for users.This means that FAW Mazda is gradually introducing the sales and service marketing system of Japanese Mazda after its products are in line with international standards, and strives to provide Chinese users with first-class services in line with international standards.

Question: What activities does FAW Mazda's service brand "Four Seasons Care" include?
2. Role simulation
If you are the boss of a home appliance company and want to build your own service brand, how do you choose "celebrity effect"?
3. Thinking Enlightenment
Are service brands valuable?
4. Practical training games
Props: some paper, some pens.

Number of participants: 12 people.

Method: 12 people were divided into 3 groups, 4 people in each group.Set up a specific scene, and the three groups plan a branding service marketing plan for a designated company and form written text.

Rules: Which group's plan is perfect and feasible within the specified time, which group wins.The time is 90 minutes.

Objective: Through the game, cultivate the ability of game participants to plan branded service marketing.

5. Improve plan
Reference answer

1. Scenario case: FAW Mazda's "Four Seasons Care" includes activities such as "warmth in spring", "coolness in summer", "peace of mind in autumn" and "sunshine in winter".

2. Role simulation: The answer is omitted.

3. Thinking enlightenment and answering ideas: Service brand is valuable as an intangible asset of a service organization.Through brand valuation, a number can be used to express the service scale, quality and level represented by the service brand very concisely and accurately.The market can effectively identify the scale, quality and level of a service organization's service according to the value and changes of its service brand in a certain industry.

(End of this chapter)