Adaptive cultures, 102–103
Advocacy, 56
AI. See Artificial intelligence (AI)
Ansoff’s matrix, market development
collaboration, 82
consultation, 82
diversification, 82
internal strategies, 83
market-based strategies, 83–85
NPD location, 82
profit growth, strategies for, 85–86
risk factors and service application, 81–82
Artificial intelligence (AI), 20
and chat bots, 21
consumer behavior and traits, 21
delivery programs, 21
job replacement, 20
online advertisements, 21
predictions, 20
service tasks, 20
social media users, 20
Boston Consulting Group (BCG), 102
Boundary spanners, 10
Boundary spanning positions, 9
Change driver, 75–77
Commercialization, 90
CRM. See Customer relationship management model (CRM)
Customer
as a business asset, 26–27
as competitors, 14–15
delight, 60
importance of, 27
inputs, 12
loyalty (see Loyalty, customer)
participation in service delivery, 11–13
productive process, 13
as quality contributors, 13–14
retention, 27–28
touch points, 40–41
Customer life cycle (CLC), 41
Customer lifetime value, 35, 42, 47–48
Customer relationship management model (CRM)
applications, 41
with brand, 38–39
customer loyalty, 39–40, 43
customer retention and lifetime value, 35
customer satisfaction, 36
data stores, 41–43
profit potential
employee retention, 48
increased purchases, 47
lifetime value of a customer, 47–48
lower servicing costs, 47
profiting from loyalty, 48
word-of-mouth advertising, 47
relationship marketing, definition, 36
target market, 35
technology and, 40
Design thinking, 70, 105
Distance learning, 95
Diversification, 82
Emerging Business Opportunity (EBO), 102–103
Empathy, 11
End-of-life (EOL) product, 98–100
Enhancing factors, 81
Enthusiasm, 11
Federal Emergency Management Agency (FEMA), 9
Fish principles, 15–16
April Fools’ Day, 16–17
cosmetics organization, 18
customer-facing roles, 19
empowering frontline staff, 17
The Fish! Philosophy, 15, 16, 19
Lush Facebook page, posting from, 18
positive attitude, 19
servant leadership, 17
Goods-dominant (G-D) logic, 70
Hygiene factors, 81
Information, customer inputs, 12
Innovation
benefits to organizations, 75
changes to customers, 73–75
changing business practices, 77–79
companies in service sector, 67–69
customer reaction, 72–73
definition, 66
delivering service excellence, changing technology, 96
developing and delivering new service
behind-the-scenes process, 92
design and deliver new services, 65, 92–94
facilitating service management, 94–95
elements, 66
enchantment example, 109–110
external drivers
sociology and technology change, 76
STEEPLE, 75–77
good and weak aspects analysis, 108–109
learning organizations, 67
interfunctional coordination, 106–107
mental models, 105
personal mastery, 105
role of leaders, 106
shared vision, 105–106
systems thinking, 105
team learning, 106
market development, Ansoff’s matrix
collaboration, 82
consultation, 82
diversification, 82
internal strategies, 83
market-based strategies, 83–85
NPD location, 82
profit growth, strategies for, 85–86
risk factors and service application, 81–82
meeting customer needs
customer acceptance, 100–101
technology acceptance model, 101
new service development process
business analysis, 87
combined strategies, 91
commercialization, 90
concept development, 87, 88
idea generation process, 87–88
market leadership, 86
market testing, 88
new service sectors, 90–91
postintroduction evaluation, 90
and testing, 87, 88
organizational culture and contribution
adaptability and innovation culture, 102–103
Boston Consulting Group, 102
organizational barriers, 103–104
product management, 98–100
quotations/interviews, 107–108
service characteristics, 67
and service development
enhancing factors, 81
hygiene factors, 81
strategic management, 80
strategies to help innovation, 80–81
service-dominant logic, 69–72
service expectations
with old services, 96–97
through product life cycle, 97–98
from service organizations, 79–80
services vs. products, 65
Interfunctional coordination, 106–107
Latent loyalty, 50
Learning organizations, 67
interfunctional coordination, 106–107
mental models, 105
personal mastery, 105
role of leaders, 106
shared vision, 105–106
systems thinking, 105
team learning, 106
Loyalty, customer, 25–26
benefits to customer, 44–45
benefits to organization, 45–46
characteristics of services, 54
components of, 49
CRM (see Customer relationship management model (CRM))
customer expectation, management of, 29
customer touch points, 40–41
definition, 43
disenchantment example, 61
enchantment example, 61–62
excellence
quotations/interviews, 60–61
responsibility for, 58
in staff relations, 58–60
framework, 49
latent loyalty, 50
measuring, 52
no loyalty, 51
programs, 53, 55
importance of, 55–56
schemes, 56–58
segmentation, 28–30
spurious loyalty, 50–51
strategies, 52–53
transactional marketing
advantages, 32–33
counterintuitive, 31
degree of service, 32
disadvantages, 33
goods/services purchase, 30
personalization and customization, 32
purchase occasion, 31, 32
to relationship marketing, 34–35
transaction frequency and value, 31
true (sustainable) loyalty, 49–50
Market-based innovation strategies, 83–85
Market leadership, 86
Market testing, 88
Mental models, 105
New product development (NPD)
location, 82
strategies for, 90–91
New service development process
business analysis, 87
combined strategies, 91
commercialization, 90
concept development, 88
idea generation process, 87–88
market leadership, 86
market testing, 88
new service sectors, 90–91
postintroduction evaluation, 90
service development and testing, 87, 88
NPD. See New product development (NPD)
Online collaboration, 72
Parity factors, 81
Personal mastery, 105
Physical possessions, customer inputs, 12
Piggybacking, 95
Product-based organizations, 94
Product life cycle (PLC), 97–98
Profit growth, strategies for, 85–86
Quick-follow strategy, 84
RATER model of service quality, 9
Relationship marketing. See also Customer relationship management model (CRM)
activities, 36
advantages, 37–38
customer loyalty pyramid, 37
definition, 36
disadvantages, 38
personalized attention and service reward, 37
revenue potential, 34
stages, 34–35
Repeat business, 1–2
artificial intelligence, 23
and chat bots, 21
consumer behavior and traits, 21
delivery programs, 21
job replacement, 20
online advertisements, 21
predictions, 20
service tasks, 20
social media users, 20
boundary spanners, 11
cost-effective, 2
customers
as competitors, 14
inputs, 12
participation in service delivery, 11–13
productive process, 13
as quality contributors, 13–14
employees’ behavior, 9–10
fish principles, 15–16
April Fools’ Day, 16–17
cosmetics organization, 18
customer-facing roles, 19
empowering frontline staff, 17
The Fish! Philosophy, 15, 16, 19
Lush Facebook page, posting from, 18
positive attitude, 19
servant leadership, 17
quotations/interviews, 22
service marketing triangle, 8
service provision, role of drama in
Pike Place Fish Market, 6, 15
servicescape, 6–8
value maximisation
adding little touches, 4
after-sales support, 3
customers’ details on file, 3
increasing profile, 5
maintaining contact, 4
maximizing online presence, 5
re-evaluation, 5
right first time, 2–3
special offers, 4
tailor your alerts, 4
Retail technology, 95
Segmentation, loyal relationships
price cuts, 28
service specifications, 29–30
short-term deals, 28
Servant leadership model, 10
Service blueprint, 89, 90
Service development
enhancing factors, 81
hygiene factors, 81
strategic management, 80
strategies to help innovation, 80–81
and testing, 87, 88
Service dominant (S-D) logic, 70–71
Servicescape, 6–8
Shared vision, 105–106
Slow-/no-follow strategy, 85
Spurious loyalty, 50–51
Statistical process control (SPC), 96
Strategic management, 80
Superiority factors, 81
Systems thinking, 105
Team learning, 106
Technology acceptance model (TAM), 101
The Fish! Philosophy, 15, 16
Tracking cameras, 95
Transactional marketing
advantages, 32–33
counterintuitive, 32
degree of service, 32
disadvantages, 33
goods/services purchase, 30
personalization and customization, 32
purchase occasion, 31, 32
to relationship marketing, 34–35
transaction frequency and value, 32
True (sustainable) loyalty, 49–50
Value maximisation
adding little touches, 4
after-sales support, 3
customers’ details on file, 3
increasing profile, 5
maintaining contact, 4
maximizing online presence, 5
re-evaluation, 5
right first time, 2–3
special offers, 4
tailor your alerts, 4
Virtual reality, 95