Service Products Essay

2147 words - 9 pages

Session 4:
Developing a Service Product and Distributing Services Strategy

Understanding service products
Many organisations offer core service and a range of supplementary services or optional extras. The totality of the service provider’s offering also includes the place and manner of the service delivery. The importance of each attribute varies and may depend on whether the service is high or low contact.

The Augmented product

It is the concept of surrounding the core product with supplementary value-added service ~ a process of creating the AUGMENTED Product. “We live in an age in which our thinking about what a product or a service is must be quite different from what it ...view middle of the document...

For example, Business Hotel (Crown Plaza), it supplementary services includes :
* Shower, fitness and spa areas
* Transit hotel
* Swimming pool
* Free Singapore Tour
* Napping Area
* Lounges
* Xbox Games

1. Information

To obtain full value from any good and service, customers need relevant information. There are some of the example of information, includes direction to service site, schedules or service hours, prices, reminders, warnings, condition of sales or service, notification of changes, documentation, confirmation of reservations, summaries of account activities, receipts and tickets.

2. Order-taking

Customers bookings, orders must be processed quickly and efficiency, so as not lose the business. Example of order-taking elements

* Applications
* Membership in clubs or programs
* Subscription (payment) service
* Prerequisite – based (requirement based) services ( for example, credit, university enrolment)
* Order entry
* On-site fulfilment (Completion)
* Mail/Telephone order for subsequent fulfilment
* Bookings
* Seats
* Tables
* Rooms
* Rentals of vehicles or other equipment
* Professional appointments
* Admissions to restricted facilities (for example exhibitions)
3. Billing

Billing is common to almost all service (unless the service is provided free of charge). Customers like bills and accounts to be clear and informative and itemised in a way that makes it plain how the total was calculated. In accurate, illegal and incomplete bills will lead to disappoint customer who may, quite dissatisfied with their experience. Example of billing elements :

* Periodic statements of account activity
* Invoices for individual transactions
* Verbal statements of amount due
* Machine display of amount due

Payment

Increasingly, customers expect optional methods of paying, including credit, when purchasing a wide variety of goods and services. There is a broad array( assortment) of alternatives supplementary services for billing purpose.
Example of payment elements

* Self service

* Exact change in machine
* Cash in machine with change returned
* Insert prepayment card
* Insert credit/charge/debit card
* Insert token
* Electronic funds transfer
* Post a cheque

* Direct to payee or intermediary

* Cash handling and change riving
* Cheque handling
* Credit/ charge / debit card handling
* Coupon redemption
* Token, vouchers, etc

* Automatic deduction from financial deposits ( for example, bank charges)

* Control and verification
* Automated system ( for example machine readable tickets operate entry gate)
* Personal systems ( for example gate controllers, ticker inspectors)

Four groups of supporting or enhancing services
1. Consultation

Consultation implies some form of dialogue to probe customer requirements and...

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