Service Marketing

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This kind of event can make create customer experience while they attend the concert. It is because Justin Bieber is one of the international artists. In addition, underprivileged kids will invite together for make the concert success. Most of the feedback is a positive. But some people cannot afford to buy the ticket and some other people can buy. This can refer to the Diagram 3 and Diagram 4.

- Hotlink, together with PR Worldwide, are bringing Ed Sheeran and The Script to Malaysia, marking their first ever performances in our country, Malaysia. As presenter of both concerts, Hotlink, the prepaid brand of Maxis, will offer the first 200 customers who purchase tickets for either concert with a 5% discount. Hotlink customers can get the promo code only via the Hotlink RED App. Additionally, Maxis said that customers will also be able to enjoy exclusive experiences and rewards in conjunction with the concerts.

In addition to the ticket discount, customers who download the Hotlink RED App will also be able to enjoy special experiences and freebies leading up to the concerts such as free tickets, exclusive backstage tour, meet and greet passes, as well as opportunities to win autographed merchandise from the artistes themselves. This is strategy that Hotlink use to attract more customers to download Hotlink RED App and they can enjoy the freebies or offers that Hotlink provide.

I have found more feedback at Youtube. One of the viewers has uploaded the full video in the Youtube. Most of comment is a feedback positive even they cannot go to the real concert. The feedback positive have shown at Diagram 5.

- Describe the benefits customers gained for the experience created

The benefits that customers can gained for the experience created are:

- Loyalty. The customers will have an increased bond with your business if they feel good and satisfaction about their interaction with you. Once they have felt that sense of familiarity, trust and comfort, they will find the company wherever they go.

- Enjoyment. The customer will have an enjoyment when the company organized an activity that can involve the entire customer.

- Engagement. Give anyone a great customer experience and they’ll reward your company with engagement. To create the behavior that the company wants in others, first you must engage with the customer.

- Attraction. If the company creates an event like a concert Justin Bieber, it can attract more customers. It also can be a positive word of mouth that possible to viral in social media.

- Suggest how the process of experience creation can be improved by the service provider

The process of experience creation can be improved by the service provider are:

- Improve customer interactions. As a telecommunication service provider, we need to be more understanding when customer having a problem with our service. After that, admit our mistakes, even if us discover them before our customers do. Lastly, try to follow-up until the problem is solved.

- Feedback. To make sure learn about the good, the bad and the ugly experience that customer have, as a telecommunication service provider, we need to create an easily accessible way for customers to give a feedback. From the feedback, we can fix our service to be better than before.

- Improve customer service skill. We need to make sure that our customer service team has the right skills for managing customer’s need. For example, our customer service team needs to have knowledge about the services that we provided to customer. So, we can avoid from said “I don’t know” when customer ask question about our service.

- Focus ay every touchpoint. A bad customer experience at any point in the customer lifecycle can ruin your relationship. In addition to making sure the right skills are demonstrated, you need to be sure they’re being demonstrated consistently. Pay the most attention to key touchpoints, but make sure you have a full view of the customer experience, or you risk lapses in service that can really hurt business

APPENDICES

Summary of Table

List the events/activities how the experience are being created

Purpose of the experience creation

Evidence customer response (+ve/-ve behavior)

1.

Digi Telecommunications Sdn Bhd celebrated its annual Customer First Day where over 2,000 Digizens nationwide were mobilised to connect with customers.

Captures the “company’s determination to create the best experiences for its customers”

Negative behavior

2.

U Mobile rewards university students for academic achievements

To reward top students from University of Malaya for their excellent academic achievements.

Positive behavior

3.

Tune Talk Presents Justin Bieber

An opportunity for fans to contribute to charity.

Positive behavior

4.

Hotlink presents Ed Sheeran & The Script concerts in Malaysia

To enjoy exclusive experiences and rewards in conjunction with the concerts.

Positive behavior

Table 1

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Diagram 1

[pic 2]

Diagram 2

[pic 3]

Diagram 3

[pic 4]

Diagram 4

[pic 5]

Diagram 5

REFRENCES

- http://www.malaysianwireless.com/2015/10/digi-customer-first-day-over-2000-digizens-connected-with-customers/

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