Characteristics of a Process

James Womac’s Definition

·         Value creating – No waste *

·         Capable – of being consistent – less fluctuations in outcomes

·         Available – when needed

·         Adequate – capacity must exist

·         Flexible – should accept variations and self-correct

·         Flowing

·         Pulled – triggered by the customer

·         Leveled – not many highs and lows

Waste

·         Defects

·         Overproduction

·         Waiting

·         Non Utilized Creativity of People

·         Transportation

·         Inventory

·         Movement and Motion

·         Extra Processing

Personal / Brand - Tone of Voice

Danger Sign # 1: Arrogance. 

Choose opposite of arrogance : CONFIDENCE!  

Arrogance WILL create and it WILL get attention BUT it WON’T attract or keep a loyal following.

 

Danger Sign #2 : Hype. 
Choose the opposite :AUTHENTICITY!  
You can make a LOT of impact with hype but the truth will inevitably emerge.  
Danger Sign #3: Opinion ( Presenting your judgment as fact. 
Choose opposite : EXPERTISE.  
Expertise (opinion tempered by experience and fact) has a far greater appeal and “staying power.”  

Of course it takes a significant amount of time and effort to develop expertise.

Issues in Service Companies April 2011 Survey

 

9          Ineffective recruitment : motivation, culture, knowledge

9          Lack of empowerment and teamwork                       

8          Over-focus on transactions and new customers ( no relationship: old customers)

8          Performance Measurement System                

7          Complaints are hassled : best avoided : no recovery mechanism

7          Poor fit of people with customers and technology    

7          Problems with service intermediaries             

5          Reward systems                                             

5          Poor communication across units and branches         

4          Vague, undefined service design                   

4          Service standards are not customer driven    

4          Internal marketing program is absent             

3          Service design not linked to positioning        

3          Standard Operating Practice (SOP) not defined       

3          Inadequate customer education                     

3          Poor horizontal communication : sales  operations  communications

2          MOT not reported “upstairs” : Management is remote from MOT

2          Servicescape does not meet either customer needs or employee needs

2          Demand and supply not matched. Inappropriate customer mi

1          Inadequate market research                           

1          Poor Job design                                              

1          Customers who lack knowledge of their roles and scripts

1          Customers negatively impact each other       

1          No attempt to manage all communications in a consistent fashion

1          Overpromising in ads, personally and physical evidence

0          Maintenance of Servicescape not planned     

0          Each communication is independent : no coordination

Customization of a course

1. Course Content : what is taught
   
2. Pedagogy : how it is taught
3. Teacher : By whom it is taught
   
4. Reference Material : before / during / after class
5. Text book used
   
6. Cases used
7. Assignments given to solve
   

STD EMP MARKETING COURSE APRIL 11

MARKETING COURSE IN PGEMP

MAJOR TOPICS AND ALLOCATION OF SESSIONS

1.      Making Profit through Customer Centricity              6          Sessions

2.      Practice Marketing by making a Marketing Plan                  4          Sessions

3.      Partnering to deliver consumer value                                    6          Sessions

4.      Being competitive                                                   4          Sessions

5.      Service Marketing                                                              4          Sessions

6.      Implementation issues in marketing                          2          Sessions

Theme 1 - Making Profit through Customer Centricity

Ø  Defining your customer and choosing profitable customers

Ø  Buyer behaviour in B2B and  B2C markets – DMU - across products, services, solutions and networks

Ø  Aligning assets, structures and processes to create “value” that the chosen customers want

Ø  Achieve revenue quality as well as customer satisfaction : CLTV, CRM, Branding, Loyalty  

Ø  Pricing mechanisms to capture a part of the value created

Ø  Managing customers at various VFM points : Value- Cost- Price Calculations

Ø  Managing customers for profit (Loyalty, Satisfaction and Customer relationship management, CLTV)

Ø  Managing all touch points – value derived by customers from these touch points

Ø  Customer retention & acquisition

Theme 2 – Practice Marketing by making a Marketing Plan

Ø  Sales plans, Promotion Plans, Communication Plans are parts but not the whole marketing plan

Ø  What is a complete marketing plan : Environment analysis, Choosing Customer, Focusing on them

Ø  Analysis of environment ( 5 Cs etc) as the very foundation of any good plan

Ø  STP as a pre-requisite step before developing marketing mix

Ø  Value Proposition and Go-To-Market strategy for each “market”

Ø  Marketing Programs : linking plan to actions

Theme 3: Partnering to deliver consumer value  

Ø  Want to be “close to customer”? You cannot do it alone – you need partners

Ø  Various “partners” in marketing : retailers, distributors, C&F agents, franchisees, value-added resellers, servicers

Ø  Sales funnel

Ø  Different tasks for different sales force

Ø  Personal selling

Ø  Organising the sales force structure

Ø  Personnel issues in selling-Compensation, motivation etc.

Ø  Managing the value network (distribution channels)

Ø  Looking at the supply chain to add value to customers

Theme 4 : Being competitive

Ø  Two continuous strategies : attack and defence : whom to attack and from whom to defend

Ø  Service as a way of keeping competition at bay

Ø  Branding as a way of keeping competition at bay

Ø  Being innovative as a way of keeping competition at bay

Ø  Investing in Employees to create a sustainable differential advantage against competition

Ø  Market-Driving instead of being Market-Driven

Ø  Customer focus VS Competition focus

Ø  New product development

Theme 5 : Service Marketing

Theme 6 : Implementation issues in marketing

1. h major tool needs to be taught using examples from all 12 “spaces” (1) B2C Products (2) B2C Services (3) B2C Solutions  marketing models focusing on products, services and solutions