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"It’s not just about getting the product to the customer. It’s about getting it there when they want it, how they want it, and in a way that delights them."
– Jeff Bezos -
PROCESSES refers to the SYSTEMS and PROCEDURES that HELP DELIVER A PRODUCT OR SERVICE TO THE CUSTOMER from start to finish in other words its related to the 'JOURNEY to the customer'
--IMPORTANCE TO SERVICES--
--ASK YOURSELF...--
--ASK YOURSELF...--
"How long will you queue to order your food at McDonald's?"
"How do you ensure you get a window seat on British Airways?"
"Is it easy or difficult to buy something from Amazon?"
"Do you know when to expect your Domino's pizza delivery?"
You should already know the answers to these questions as these firms have processes in place that help customers answer these questions WITH CERTAINTY. Clearly they all share some COMMON FEATURES:
SPEED & EFFICIENCY: Many customers return because they know they can get the service quickly, even during busy times.
CONSISTENCY: The process ensures a predictable experience—customers know what to expect each time.
CONVENIENCE: With innovations like mobile apps, self-order/check ins etc... makes the process smoother and more customer-friendly.
CUSTOMER EXPERIENCE: Even if the product isn’t exactly what a customer would ideally choose, the ease and speed of the process can outweigh this. For example, someone in a rush might choose McDonald's simply because they trust the system will get them in and out quickly.
--REAL WORLD EXAMPLES--
--TASK--
--TASK--
Now think about the last time you went to STARBUCKS or your favourite FAST FOOD RESTAURANT and apply the common features listed above to explain why 'PROCESS' is one of the most important elements of its marketing mix.
--TASK--
--TASK--
Now think about the last time you went to STARBUCKS or your favourite FAST FOOD RESTAURANT and apply the common features listed above to explain why 'PROCESS' is one of the most important elements of its marketing mix.
--IMPORTANCE OF CHANGE--
The importance of changing process:
Processes must change in order for businesses to remain competitive. Online shopping offers customers a much quicker and more convenient ordering/payment/delivery process than traditional retail shopping. If a business selling goods did not embrace this technology then its processes would seem outdated.
The rapid growth of internet and ‘mobile’ banking have allowed customers access to their accounts and banking services 24/7. The use of mobile phones to make cashless payments is helping to transform commerce in less-developed economies that have relatively poor physical infrastructure. Banks or financial service providers that fail to adopt these technologically advanced processes will not attract customers (perhaps younger customers, in particular) who are demanding changing processes to fit in with their lifestyles and expectations.
AI CHATBOYTS
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