Designing a (luxury) service!

What has been missing throughout this blog, will be my final post for the assignment.

It is all about creating and developing a service. People may not realize that products and services differ in a huge way. The biggest challenge for companies when they sell (luxury) services is making people pay for something intangible.
Important aspects to know about services:
- You can't stock services
- Once you delivered it, it's gone.
- Services are intangible
- Customers are co-designers of the service, it is an inter-relational exchange.

However, like in the normal marketing mix, the service marketing mix has the 7P's as well.

- Product: These services are the products. They are all about heterogeneity. Not 1 service is exactly the same, nor is the why the service is being experienced.
Most of the time, a service doesn't stand alone on its core product. There are facilitating as well as enhancing services around it. This is being shown by the Flower Of Service

All the elements if the flower are assuring that a service has to be as unique, convenient and good as possible to fulfill the needs of the customers.
It should work as a checklist.




- Price: A service offered to the clients are free or to be paid. The core of the service often is at a cost (hotel overnight, for example). Any of the other complementary service for the checklist is optional/free in the price of the core/.... It depends on how the company, offering the service, wants to position itself towards their clients.

- Promotion (Marketing Communication): Like mentioned before in the blog, the marketing communications have to be in line with the DNA of the brand. Choice of channels, choice of colors, music, emotions,... All these elements have to match the brand values and image

- Place: Place can be both the organization's place, or the customer's place or a random place

- People : The people aspect could one of the most important factors of the service mix. People make or break the service since a service always, ALWAYS involves interaction. Friendliness is not hard to show and can the experience for customers going from: 'It's ok', up to 'Woow, AMAZING'

- Processes: Blueprinting the service, online possibilities, self-service technologies...

- Physical Evidence: If a service is being performed away from the consumers home, in a hotel or shop for example, the environment is important. 5 senses are being stimulated, willing or not. Keep that into account!

If any of my loyal readers are willing to set up a service, keep in mind this post. Let the service match the brand DNA and values, like I made my Tiffany Service matching the current brand values and image.


And NOW...

If any readers wanting some tips concerning luxury brands, do not hesitate by contacting me on :
vic.dresen@gmail.com

It has been a pleasure writing to you