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Summary of some of the points made by Bitner & Brown in "The Service Imperative" article in Business Horizons 2008. Small businesses can also compete by exploring new ways to add value to their customers.
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5 Ways to Compete on
ServiceFrom “The Service Imperative”
By Bitner & Brown (2008) in Business Horizons
ONEProvide
EXEMPLARY Service
THE RITZ London.Founded 1898.Orchestra.Venetian Waterways.
SINGAPORE AIRLINES
STARBUCKS EXPERIENCE• $6 for a coffee WITH WiFi, Lounges, Music, Friends, Chilling…
TWOprovide
INNOVATIVEservices
eBay Revolution, so…
BLURB
THREEProvide
NEW OFFERINGSIn Non-Service
Industries
IBM: Business Outsourcing
Coffee Roasters,now Coffee School
FOURProvide a
CULTURE THATDIFFERENTIATES
Satisfied staff =Satisfied Customers =
More profitable businesses
GOOGLE: World’s Most Attractive Employer
FIVEUse
TECHNOLOGYto meet a need
ACE InternetSMALL ISP in regional NSW.
Created ‘AirStream’ NBN-speed wireless broadband
for customers let down by Telstra.
AND fewer emissions than a single mobile phone.
Bundled with VoIP. (Big value add to customers!)
Not everyone can afford a $700 Stock photo, so…
But what can our LITTLE
business do?
KNOW YOUR CUSTOMER
Co-Create Services WITH your customer
DESIGN & DELIVERfrom their POINT OF VIEW
INVEST IN SERVICE DELIVERY R & D
FOSTER SERVICE CULTURE
THANK YOU FOR WATCHING
