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14. Key Issues in Service Delivery: Service Gap Analysis There are many key issues in the service delivery quality that we identified atR easoning. They are as follows: Reasoning lacks a strong customer support department, the implementation teamtak es care of support issues of clients, which are not answered on time and there i sa gap between the communications from the company to the client. The attrition rate or employee turnover rate was earlier Zero, but now due to la ck of motivation the talented pool of employees are moving away in times of rece ssion. The employee satisfaction is declining. The work target pressure creates anxiety ,especially in the marketing team. There is a level of conflict between the marketing, technology, operations andhu man resource department. The Company is not spending much on operational and training of employees.

15. Reasons for Service Delivery Gap The basic reasons for the existence of these situations at Reasoning are:1) The amount of packages that a Reasoning employee receives is 20-25 % lower for t he sameprofile as compared to the other employers in the market for the Internet service category.Reasoning attributes this as to cost cutting or bringing down the operational cost thusearning the dissatisfaction of its employees.2) High attrition rate is due to employee dissatisfaction the reasons being lower p ayments of salary, uncertain working hours, lack of focus in the employees train ing due to which theyare unable to meet the required standards of service delive ry quality and are forced toleave the organization.3) The employees who are not able to perform in the field. High level of work press ure due tosales target creates anxiety and pressure among employees the newness of the conceptand product further aggravates the problem, as the sales force is not confident enough of the product and services. The employees are not motivate

d and charged and fail to give100 % of quality service to the customers.4) Due to the ineffective functioning of SERVICE PROFIT CHAIN at Reasoning. The overa llcustomer satisfaction level has declined in past recent times.5) The conflict between Technology team, Operations and Marketing exists because of themisunderstanding and mismanagement. The people at marketing have the pressur e tocover maximum number of sales and orders and in the mean time try to sell th e productsand services at any cost to customers by over promising .but the Opera tions andImplementation team is not able to deliver the quality service on time as promised bymarketing team. So there are always chances of over promise and un der deliver and thisleads to conflicts between marketing and operations departme nt,

16. Application of service Marketing Strategies & Concepts 1)Firstly to minimize the attrition rate and curb the inefficiencies in the serv ice deliveryquality, focus on specialized training is a must as it provides the basic concepts, knowledgeand tools for providing superior customer service.2)The under performers must be put to specialized training and an ACCOMMODATIONSTRATEG Y approach can prove to be better in several situations rather than CLASSICALREDUC TION STRATEGY to minimize Efficiency Variability.3 )All the parameters for measurin g the customer satisfaction and the ways to achieve thatmust be well communicate d to the employees.4)Rather than paying lower salaries to the employees to bring down the cost of operations, Reasoning must focus on specialized training to min imize the attrition ratesand increase the performance levels. This will automati cally take care of the cost of training and operations. The company will gain in the overall action in the long run with noadditional expenditure or cost.5) The conflicts between the operations, marketing and management can be resolved bybe tter management strategies. A critical balance has to be striked among different departments when their interests are different with mutual understanding and cooperation.6) The concept of SERVICE PROFIT CHAIN is indispensable for Reasonings su ccess in thelong run. Only a satisfied and loyal employee can bring in a satisfi ed and loyal customerthus enhancing the companys profits and climbing up in the v alue chain ladder.

7)The strategies for demand and capacity management and handling requests for se rvicecustomization can be strengthened by specialized training and implementing upgradedtechnology, CRM Tools, better cultural and attitude study of the custome rs, innovationsand relationship building, etc.

17. Conclusions By carrying out the study of Reasoning Global e Applications ltd service deliver y strategiesand analyzing the service performance, it can be concluded that the service organization isa Indian digital marketing service provider and is a glob al brand with many leadingbusinesses in the global competitive arena. By carryin g out interactions and interviewswith few Wipro employees at Hyderabad, we ident ified some key issues in the servicedelivery that creates a service delivery gap , but by doing the gap analysis we are able toapply the service marketing concep ts and strategies and it can really help in minimizing theservice quality gap wi thout any additional cost to the organization. Project Report-Service Marketing Download this Document for FreePrintMobileCollectionsReport Document Info and Rating

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vikassrivastav123left a comment hi mam how r u . this is vikas wants to guidance 08 / 01 / 2010 Ram Nautiyalleft a comment r_nautiyal2000@yahoo.com 06 / 04 / 2010 Kundan Yadavleft a comment thank to post you valuable study on scribd..keep it up..and bet of luck for a gr eat career.. 04 / 11 / 2010 Kundan Yadavleft a comment I took you project for a reference now.. 04 / 11 / 2010 Singh_Usha_7771left a comment yippi! 04 / 08 / 2010 Upload a Document Search Documents Follow Us!scribd.com/scribdtwitter.com/scribd facebook.com/scribd AboutPressBlogPartnersScribd 101Web StuffSupportFAQDevelopers / APIJobsTermsCopy rightPrivacy Copyright 2012 Scribd Inc.Language:English