6 Questions
¿Cuál es el componente del Marketing Mix para servicios que se enfoca en la creación de experiencias intangibles?
Producto
¿Cuál es el elemento clave del Servicio al Cliente que se refiere a la confianza en la habilidad y credibilidad del proveedor de servicios?
Seguridad
¿Qué estrategia de Servicio al Cliente implica la autorización del personal de primera línea para tomar decisiones y acciones para resolver problemas de los clientes?
Empoderamiento
¿Qué aspecto del Servicio al Cliente se refiere a la capacidad de entender y brindar atención personalizada a las necesidades de los clientes?
Empatía
¿Cuál es el componente adicional del Marketing Mix para servicios que se enfoca en la habilidad y actitud del personal de servicio?
People
¿Qué estrategia de Servicio al Cliente se enfoca en la recuperación efectiva de fallos en el servicio para retener la lealtad de los clientes?
Recuperación
Study Notes
Marketing Mix for Services
4 Ps Adaptation
- Product: Intangible experiences, outcomes, or benefits
- Price: Pricing strategies considering perceived value, competition, and customer willingness to pay
- Promotion: Highlighting the service's benefits, features, and competitive advantages
- Place: Channels for service delivery, accessibility, and convenience
Additional 3Ps
- People: Service providers' skills, training, and attitude affect service quality
- Process: Standardized procedures, systems, and technology for efficient service delivery
- Physical Evidence: Tangible elements influencing customer perceptions (e.g., ambiance, equipment)
Servicio al Cliente (Customer Service)
Key Elements
- Quality: Meeting or exceeding customer expectations
- Reliability: Consistency in service delivery
- Responsiveness: Prompt and helpful responses to customer needs
- Assurance: Confidence in the service provider's expertise and credibility
- Empathy: Understanding and personalized attention to customer needs
- Tangibles: Physical aspects of the service environment (e.g., cleanliness, ambiance)
Customer Service Strategies
- Recovery: Effective handling of service failures to retain customer loyalty
- Personalization: Tailoring services to individual customer needs and preferences
- Empowerment: Authorizing frontline staff to make decisions and take actions to resolve customer issues
Evaluate your knowledge of the 4 Ps and additional 3Ps in marketing mix for services, as well as key elements and strategies for excellent customer service. Test your understanding of service quality, reliability, responsiveness, assurance, empathy, and tangibles.
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