Do you know exactly what service marketing is based on ? This strategy focuses on customer experience, which has been increasingly valued within companies. However, contrary to what many people imagine, it is not enough to provide good service or offer a friendly smile – which, let’s face it, is the bare minimum.

Memorable service is linked to the ability to understand the customer’s needs, anticipate their desires and deliver a unique experience.

The term service marketing is not new, but it has gained relevance in a scenario in which creating genuine and personalized connections becomes even more necessary. After all, who doesn’t like a streaming platform that recommends exactly what you want to watch or a clinic that sends a friendly reminder of your appointment?

It’s the small details, in fact, that make all the difference – and that are often responsible for customer loyalty.

What is the difference between traditional marketing and service marketing?

Unlike traditional marketing, which is asia mobile number list more focused on selling products, service marketing takes a more personalized approach. In other words, it prioritizes creating positive experiences and satisfying customer needs.

This is because one of its characteristics is, precisely, the promotion and commercialization of intangible and impossible to store goods.

This is the case, for example, with a medical consultation, a gym subscription, a delivery or freight transport service or an online course or consultancy.

READ MORE: Niche Marketing: How to Get Better Results? – Leelah

How does service marketing work?

Service marketing uses specific “two to one” stay: be the only french speaker, but surrounded by friends! to educate consumers and market experiences, skills, and knowledge. The goal is almost always the same: to provide customers with services that meet their specific needs and demands.

In this scenario, it is important to say that the customer’s perception of the service or solution is directly influenced by the experience. That is why it is so important to create a connection with customers and deliver exceptional service.

But, after all, what characterizes service marketing?

Basically, the modality has four main characteristics:

• Intangibility: services that cannot be touched or stored, which means the focus should be on communicating benefits, outcomes and value.
• Inseparability: the production and consumption of the service occur simultaneously, which reinforces the need to create a positive experience at the time of service.
• Variability: Services can vary depending on when and where they occur. Consistency in service and quality is essential to building customer trust;
• Perishability : services cannot for future consumption, so it is essential to optimize demand and take advantage of opportunities in real time.

Inside the 8 Ps of Service Marketing

You’ve probably heard of the 4 Ps of marketing: product, price, place and promotion. The concept, which was  by Jerome tw list in 1960 and popularized by Philip Kotler in 1967, is part of any marketing strategy and influences the success of actions.

In service marketing, other 4 Ps stand out: processes, people, palpability and productivity. And, obviously, they must in strategic planning. See more below.