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Chapter 17
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Objectives for Chapter 17: The Financial and Economic Impact of Service
Examine the direct effects of service on profits Consider the impact of service on getting new customers Evaluate the role of service in keeping customers Examine the link between perceptions of service and purchase intentions Emphasize the importance of selecting profitable customers Discuss what is know about the key service drivers of overall service quality, customer retention and profitability Discuss the balanced performance scorecard to focus on strategic measurement other than financials
McGraw-Hill 2000 The McGraw-Hill Companies
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Figure 17-1
Service Quality
Profits
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Figure 17-2
Service Quality
Market Share
Reputation
Profits
Sales
Price Premium
McGraw-Hill 2000 The McGraw-Hill Companies
Figure 17-3
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Costs
Service Quality
Customer Retention
Margins
Word of Mouth
Profits
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Figure 17-5
Margins
Customer Retention
Service
Behavioral Intentions
Word of Mouth
Profits
Sales
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Figure 17-6
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Other Customers
Least Profitable Customers
What segment costs us in time, effort and money yet does not provide the return we want? What segment is difficult to do business with?
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Figure 17-7
Platinum Gold
What segment spends more with us over time, costs less to maintain, spreads positive word of mouth?
Iron
What segment costs us in time, effort and money yet does not provide the return we want? What segment is difficult to do business with?
Lead
Least Profitable Customers
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Key Drivers
Figure 17-8
Service Encounter
Service Quality
Service Encounter
Behavioral Intentions
Customer Retention
Profits
Service Encounter
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Figure 17-9
10
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Customer Perspective
Service Perceptions Service Expectations Perceived Value Behavioral Intentions:
Operational Perspective:
Right first time (% hits) Right on time (% hits) Responsiveness (% on time) Transaction time (hours, days) Throughput time Reduction in waste Process quality
Innovation and Learning Perspective Number of new products Return on innovation Employee skills Time to market Time spent talking to customers
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Figure 17-10
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Defensive Marketing
Margins
Service Quality
Customer Retention
Word of Mouth
Profits
Sales
Market Share
Offensive Marketing
Reputation
Price Premium
McGraw-Hill 2000 The McGraw-Hill Companies