Service Marketing Essay

1446 words - 6 pages

Service process design:
To design an efficient service, marketers and specialists in operations must work together. Process in goods production and services are different from each other. In production except for custom designed production, customer do not involve in the process other than opening the package. But the differentiating characteristic of the service is the extension of customer participation in the process of manufacturing and delivery service. In the services like real estate that there is a high interaction between customers and employees, also human resource specialists should cooperate. One of the clearest ways to describe service process is often to create a flowchart that presents different steps visually and in sequence. But a more sophisticated version of flowcharting is Blueprinting. The word blueprinting was used for the design for a new building or a ship that was captured on an architectural drawing. These blue printings shows what the product should look like and detail the specifications to which it must conform. But in the case of services, there is no tangible structure that makes them more difficult to visualize. A key characteristic of service blueprinting is drawing a line between “Front office” and “Back office” which is called “Visibility line”. Service blueprinting, clarifies the interaction between customers and employees and how these interactions are supported by additional activities and systems backstage, so service blueprinting can facilitate the integration between marketing, operations and human resource management.
For the case of Delta Real Estate, the writer of this article could only judge the blue printing at his own perspective by observation. This blueprint just evaluates the process in which the buyer wants to buy a house rather than the other side in which the owner wants to order his/ her property for sale. A real estate process starts when customer enters or calls the real estate agent and talks to the secretary. Assumption is that customer physically attends to the agency. So it can be as follow:
1- Customer talk to the secretary about what he/ she needs. Example is asking to buy a flat.
a. Physical evidence: would be the place of receptionist and the tone of receptionist.
b. Contact person (visible actions): greets with the customer and asks about what he/ she wants and refer to the appropriate section
c. Contact person (invisible action): checks which agent is available according to customer’s need
2- The agent on the specific section asks for the customer’s exact need and monetary ability and makes some suggestions.
a. Physical evidence: the staff, furnishing and decor, customer and staff situation compared to each other and IT facilities appearance.
b. Contact person (visible action): greets and talks to the customer to find out the exact needs and abilities.
c. Contact person (invisible action): write them down and search it on the system.
d. Support process: maintain IT...

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