Marketing Of Services : The Importance Of Added Value Services

In services marketing added value services play an important role in making or breaking your brand. By added value service I mean extra or additional services that are offered by a company along with its core product in order to enhance customer experience. Let’s take an example of added value services offered by a hotel. Below the core product of the hotel is offering room for stay all other things in the outer circle are added value services that are offered by this hotel.

These services add value to the customer experience. When choosing the kind of added value services that your company is going to provide first make sure that you make a service blue print. Service blue print is a technique that helps you identify the service gaps and refine them. Also, you can ask your customers’ regarding the type of services they like in your company or the kind of services that they would like you to introduce (customer feedback).

Keep on monitoring all added value services that your company is offering and check if they are even used by the customers or are adding value. For example after 6 month, you might check that the massage center is not used by many guests and it is expensive to run it. If this trend continues then you can discontinue this service and offer another one that really adds value to the customer experience, so make sure that you keep on monitoring these services. I give strong emphasis on checks and balances of these added value services because if they are not managed properly then they can even have a negative impact on the customer experience.

As a company you should not just offer added value services only because others are offering them or you have to offer them for the sake of it. Look inside your company values and ask yourself the question that what are the services that I should offer to my customers to enhance their experience.