MoS 10-11 - Marketing of Services Prof Naveen Das PhD IIM...

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Lecture 10: Adoption of modern technologies Marketing of Services Prof. Naveen Das, PhD IIM Indore ©2016 Prof. Naveen Das Service Technology
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Adoption of modern technologies in Service Technology – facilitator / tool Acknowledgement & incorporation of customers’ technology skills and competencies Accelerated process of joint value creation between providers and customers Technology helps in various forms of value co-creation from customer's perspective ©2016 Prof. Naveen Das
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Adoption of modern technologies in Service Harnessing technology in customer service is valuable asset to achieve strategic superiority: 3 ways clerical effectiveness/automation operational efficiency information generation and strategic effectiveness or transformation ©2016 Prof. Naveen Das
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High-Tech vs High-Touch Customer Service High Low Appeal of High-Tech Service Channels Appeal of High-Touch Service Channels Explorers Pioneers Skeptics Paranoids Laggards Low High © A. Parasuraman, University of Miami
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