שם הכותב: הסטודנט קובי מויאל תאריך: 26 מאי 2013

לורנס ברנשטיין התארח בקורס 'שיווק שירותים מתקדם'

הקורס אשר חושף בפני הסטודנטים לניהול של המכללה למנהל בכירים מהתחום אירח את לורנס ברנשטיין, מייסד "פרוטאין אסטרטגיות" ובעל ניסיון רב בייעוץ עסקי ושיווקי. בהרצאה שנערכה באמצעות שיחת 'סקייפ' ישירות מטורונטו, הדגיש מר ברנשטיין בפני הסטודנטים את החשיבות הטמונה בהענקת שירות ממעלה ראשונה כחלק בלתי נפרד מיצירת ערכי המותג בתעשיית מוצרי הטכנולוגיה. ברנשטיין טען כי מרבית החברות בשוק זה חייבות להישען על תמיכה טובה לצרכן – וכתוצאה מזה, השירות עבור הלקוח מקבל את היחס המשמעותי ביותר. בעזרת דוגמה מעולם המלונאות, ברנשטיין המחיש כיצד חברה משתמשת ברמת שירות גבוהה כדי לייצר לעצמה יתרון תחרותי ולהישאר דומיננטית בשוק גם לאחר שינוי בטכנולוגיה.


 

על לורנס ברנשטיין:

Laurence is a graduate of Cornell University and is a former member of the Cornell University Trustee Council, and the Cornell Arts Committee. He has worked for major hotel brands, advertising agencies (Saatchi and Saatchi, Chiat Day, Y&R) and was managing partner at RPM, one of Toronto’s most innovative and successful dance clubs. His worldview has been honed by stints living in the UK, US, Germany and, of course, being born and raised in South Africa.

סיכום ההרצאה:

We first started with a short definition of service "a valuable action or effort to satisfy a need or to fulfill a demands". He explained to us that he sees himself as a brand consulting and in his experience has found that excellent service creates better brands and elevates brandvalues. He gave us example to that by telling us about Fairmont Hotels. When Fairmont hotels developed their brand they saw the need to find a niche other than style or prestige, which were already owned by Four Seasons Hotels. They focused on service: high standards and importantly a specific style that met the needs of high end travelers. This fit with their mission: “turn moments into memories”.  It creates great service marketing.
When we speak about service and types of services, we should remember that a lot of companies in the technology product business had to rely on good product backup and service (“customer support”) in order to make the products work – as a result for some of these companies, the level of service became their major focus. This gave them a competitive advantage and kept them in business as technologies changed.
Some of the changes in service levels and styles have resulted from the need to reduce the amount of “human” services consumed. E.g. today we can perform almost all phases of ticketing flights without using the help of human Representative

In the end of the lecture we got a short brief about the last research of his company. The study uncovers some of unpleasant truths about the perceived value of hotel services. It shows that 79% of the business traveler's would prefer not to use housekeeping service of the hotel in exchange of loyalty point or 10 $ off. It is big surprise to the hotel industry since they always thought that daily cleaning of the room is basic service that travelers demand

One way or another, service or lack of service will still be a main marketing issue in the core business of hospitality and leisure.

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