Differentiation and price
On the basis of the current trend towards low cost, we have captured here some ideas of differentiation consistent with the pursuit of optimum balance with the price fair and balanced price-quality
1. Making the intangible tangible
This is highlighted in the competition and give tangibility to the service equipment, the examples are diverse, ranging from stickers to "disinfection" in hotels, which means cleaning done to the uniforms, colors and logos of some firms producing pure intangibles.
In general, this does not add costs, but perceived value and can better defend prices.
The performance of the services allows the creativity of the policies of trademarks (registered and protected from copying) marketing to give name and signs of distinction to the services. In turn, enable the standardization of services and intangible recognition of the work performed by employees, creating motivation.
2. Clientiser the standard product
Completion of the service requires an understanding of client needs, whether to satisfy their vanity and other needs of a more tangible.
The clientisation can cost very little!
Now, the examples are: call by name the customer at the hotel, leading journals subscribed by the name of the holder, and other customizations that can be done with a very low impact on production costs!
3. Attention to the capacity and value added per employee
According to Heskett, we hold that it is possible to vary the service based on high value added per employee can become a sustainable competitive advantage: a service strategy, focusing on some element of hard playing, as is the staff is more difficult to emulate another strategy that is based on standard elements such as a computer readily available. Work staff is expensive, but if it works, especially in times of crisis from the logic of ensuring the involvement, employment, positive results will be immediate.
4. Quality Control
It's time to care more than ever quality. People spend less money and not spend a second time where the first did not delighted!
Through education and training, to create explicit procedures, technology used to customize and lower relational contacts, we can increase the feeling of perceived quality, which is more essential than ever.
Companies that have done best these efforts are those that have strong values, whose line goes back to its founders.
Eye do not want to argue the opposite: The quality of services is a costly thing, but it serves to differentiate the company. Still, there are things you can do and have no negative impact, on the contrary, in the income statement.
5. Influence the quality of expectations
It is necessary to influence customer expectations (mental positioning) on a realistic desire to correspond with reality.
One can improve what you give, but also by reducing customer expectations with a realistic marketing. In this way, the quality of service, while adapting to customer expectations, can be a source of appreciation with a few extras! Difference! You do not have the luxury in the world to overcome the client's expectations.
Obviously, this influence on the expectations of customers has two effects: one up, when promises more than it can offer, and one by default. Best latter!
It is clear that the company intends to improve the perceptions about quality of service only through the reduction of expectations, is designed to have problems with competitors in the long run, if not handled at the same time the above differentiation.
These efforts should therefore be accompanied by evidence that the company strives to provide the best service.
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