Service Diary
SERVICE ENCOUNTER: Harry Beckwith mentioned service as “Selling the invisible”.(Barlett, 2001). Service encounter is a dealing in which one person supply a good or a service to another person. (for example selling a product, selling a service an appointment with a doctor etc..). There are different types of service encounters. Service may be direct contact services( like service in an hospital) or indirect contact services( like service produced in a call center).
Examples:
1. Majority of the direct contact services will be an eye-eye contact services where the face to face interaction with the customer happens to deliver the service. As the example when a customer goes to an O2 mobile store to buy a product and he doesn’t know anything about it. So the service here which is produced by the O2 people will be in explaining what the product actually is and different types of schemes he can take with the product(pay as you go or pay monthly schemes etc.).
2. Most of the indirect contact services will happen over the phone or by mail or by post. There won’t be a face to face interaction with the customer but they will call the customer and explain about the service which they want to sell. As the example i have a Barclays bank account and as i am working as part time the company is paying me the money directly to the bank. After a month i got a letter for Barclays bank stating that i have been pre selected for a credit card. Here they want to sell a credit card. I have filled all the details and i sent them through post. In a week time i got my credit card with a reasonable amount of credit. Here in the entire process no personnel of Barclays bank had a direct conversation with me but i have been delivered the service and i’m happy for it. This is how an indirect service encounter happens.
A MOMENT OF TRUTH:
Moment of truth is an instance where the customer and the firm confronts each other. The firm tries to build up the impression of
Examples:
1. Majority of the direct contact services will be an eye-eye contact services where the face to face interaction with the customer happens to deliver the service. As the example when a customer goes to an O2 mobile store to buy a product and he doesn’t know anything about it. So the service here which is produced by the O2 people will be in explaining what the product actually is and different types of schemes he can take with the product(pay as you go or pay monthly schemes etc.).
2. Most of the indirect contact services will happen over the phone or by mail or by post. There won’t be a face to face interaction with the customer but they will call the customer and explain about the service which they want to sell. As the example i have a Barclays bank account and as i am working as part time the company is paying me the money directly to the bank. After a month i got a letter for Barclays bank stating that i have been pre selected for a credit card. Here they want to sell a credit card. I have filled all the details and i sent them through post. In a week time i got my credit card with a reasonable amount of credit. Here in the entire process no personnel of Barclays bank had a direct conversation with me but i have been delivered the service and i’m happy for it. This is how an indirect service encounter happens.
A MOMENT OF TRUTH:
Moment of truth is an instance where the customer and the firm confronts each other. The firm tries to build up the impression of
References: Bartlett, P. (2001). Book review: Selling the invisible. A field guide to modern marketing. Journal of Database Marketing, 9(1), 90-91. Retrieved from http://search.proquest.com/docview/233315308?accountid=14620 Gronroos, C. (2007). SERVICE MANAGEMENT and MARKETING. Chichester, United Kingdom. John Wiley & Sons Ltd.