CHAPTER 3 Plugging Into the Information Age.pdf

Plugging Into the Information Age

1. Plugging into the
Information Age
Chapter 3

2. - information technology
- opportunities of information technology
- challenges of information technology
FOCUS
2

3. - merging of computer and communication
- causing other simultaneous revolution.
- globalization of markets
- reorganization of business hierarchies.
Service and the Information Age
3

4. - Amazon (http://www.amazon.com)
- eBay (http://www.ebay.com)
- Google (http://www.google.com)
- TED.com- nonprofit service organization
(http://www.ted.com)
Information Business Model
4

5. The Service Marketing Pyramid
COMPANY
TECHNOLOGY
CUSTOMERSPROVIDERS

6. Technology in the Core Service
- industries rely on essential of technologies
- e.g. medical, transportation, communication,
financial, education, and entertainment.
- technology may have the advantage of being
hard for competitors to match quickly.
-organization that establish technology leads in
serving its customer and can profit accordingly.

7. Enabling the Interactive Experience
Three Phrases of Communication Interactivity
Phase 1: One way
Phase 2: Partially
Interactive
Marketer
Phase 3: Fully
Interactive
Marketer
Marketer
Customer
Customer
Customer
Customer

8. Empowering Employees Through
Technology
1.Technology Device- computers, laptop, smart
phones, service robots, medical robots
2.Networking- link among two or more individuals,
organizations or other entities. e.g. Dropbox
which allows employees easy electronic file
sharing across the globe.

9. Curating Customer Information
- information technology allowed organization to collect large quantities
of information about customers
- organization can move from mass marketing to targeting individuals.
- data base to track customers purchase patterns.
- it allows the organization to control distribution and recognize tiny
changes in customer demands.
- service marketers must be cautious about privacy issue as they create
and use customer databases.
e.g. the loyalty card.

10. Coping with Negative Impacts of
Service Technology
- during power failure
e.g. in restaurant who will do the manual
payment transaction.
- replacement of service worker
e.g. ATM

11. Challenges of using Technology to
Manage Customer Interfaces
1.Weak Links in Technology Customer Interfaces- frustrating
service experience
2.Automated Idiocy- service functions often leads to systems
that automatically do stupid things.
3.Time Sink- waiting times increase when a new technology
operates more slowly than the technology.
4.Law of the Hammer- based on the idea of a child with a
hammer and sees every object as a nail.

12. Thank you