Service Marketing
M320 - Vinay Yelve

SERVICE CONCEPT
BASIC SERVICE PACKAGE
Core Service
Facilitating
Service
➔ Smartphones.
➔ Internet.
➔ Cheaper Data
Prices.
➔ QR codes.
➔ Public Wifi’s.
➔ Transfer of Money
Supporting
Services
➔ UPI, P2P, C2V Money
Transfer.
➔ Bank Money Transfer.
➔ Mobile Recharge, Bills
Payment.
➔ Insurance, Fast Tag.
➔ Travel Bookings, Pass
Renewal.
➔ PhonePe Switch.
➔ PhonePe Store.
➔ Mutual Funds.
➔ E-Commerce.

CHARACTERISTICS OF SERVICE
Intangible
Inseparabl
e Variable
Perishabl
e

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Information
User Interface
: Facilitating Elements
: Enhancing Elements

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Consultation
1. Mobile Recharge
Reminder.
2. Bills Payment
Reminder.
3. Mutual Funds Advice

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Order-Taking
➔ Payments of all types.
➔ Hotel, Travel Bookings.
➔ PhonePe Switch.
➔ PhonePe Store.

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Hospitality
➔ Providing Everything
at one go.
➔ Quick shortcuts.
➔ Quick Cashbacks in
case of Errors.

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Safekeeping
➔ Privacy of Data.
➔ Complete Security of
Wallet.
➔ NPCI.

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Exceptions
➔ Cashback cannot
transferred to Bank
account.
➔ No Physical Outlet.
➔ No Movie Ticket
Bookings.
➔ No Trading & Demat
A/c.

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Billings
➔ Proper Receipt with
Transaction No. &
UTR.
➔ Could take Print for
future reference.

SERVICE FLOWER
CORE
Information
Consultation
Order-Taking
Hospitality
Safekeeping
Exceptions
Billings
Payment
Payment
➔ Prompt Payment through
UPI (46% market share).
➔ Tickets are issued incase of
complaints.

SERVICE MARKETING MIX
Basic Product: UPI, Bank Transfer.
Expected Product:
➔ Smooth Transfer of money without
any Errors.
➔ Data Privacy.
➔ Online payments on E-Commerce site.
➔ Cashbacks.
PRODUCT

SERVICE MARKETING MIX
Augmented Product:
➔ Quick Refunds in case of Errors.
➔ Discounts on PhonePe Switch.
➔ Discounts on PhonePe Store.
➔ Hotel & Travel Bookings.
➔ Mutual Funds.
➔ Virtual Gold.
PRODUCT

SERVICE MARKETING MIX
PRODUCT
Potential Product:
➔ All the services in one app.
➔ Trading and Demat A/c.
➔ Virtual Jewellery Store.
➔ Streaming Services.
➔ Banking Services.
➔ Cab Services.
➔ Property and Rent.

SERVICE MARKETING MIX
PRICE PLACE PROMOTION
➔ Free of Cost.
➔ Commission Based
Earnings.
➔ Third-party
Partnerships.
➔ Eg. Switch, Store,
Insurance etc.
➔ Online, Safe, Secure.
➔ D2C Model.
➔ Throughout India.
➔ Distant Payments.
➔ Smartphones
Exclusively.
➔ Pull Marketing.
➔ ATL
(Undifferentiated)
➔ BTL (Personalized)
➔ TTL (Mixture)
➔ Credibility.

SERVICE MARKETING MIX
PEOPLE
PHYSICAL
EVIDENCE
PROCESS
➔ Service Personnel.
➔ Low Contact Service.
➔ Customer Service
(Chats, Calls).
➔ No Physical
interaction (E2C).
➔ Vendors & Customer.
➔ Tangibles - Smartphones.
➔ Environment - Digital,
Online.
➔ Brand Name - PhonePe.
➔ Identity - Sound Tone.
➔ Appearance - Interactive
UI & Easy Shortcuts.
➔ Transfer of Money.
➔ Customization -
Need of Customers.
➔ Reducing
Complexities.
➔ Process Location -
Online.

SERVQUAL
TANGIBLE
RELIABILITY
RESPONSIVENES
S
ASSURANCE
EMPATHY
➔ Only Smartphone.
➔ Dependable - Safe & Secure Money Transfer.
➔ Accurate Performance - Very few chances of Error.
➔ Prompt & fast payments.
➔ Interactive User Interface.
➔ Customizable Shortcut.
➔ Competence - Swift & rapid payment.
➔ Courtesy - User friendly App.
➔ Credibility - Safety, Govt. Promotion.
➔ Security - Privacy of data, Card details,
Pins & Passwords

SERVQUAL
TANGIBLE
RELIABILITY
RESPONSIVENES
S
ASSURANCE
EMPATHY
➔ Only Smartphone.
➔ Dependable - Safe & Secure Money Transfer.
➔ Accurate Performance - Very few chances of Error.
➔ Prompt & fast payments.
➔ Interactive User Interface.
➔ Customizable Shortcut.
➔ Access - Easily downloadable on IOS, Android.
➔ Communication - Provide quick Cashback in
Errors, Prompt solutions for any raised ticket.
➔ Understanding the Customer provide shortcuts
as per usage.

SERVICE BLUEPRINT
Physical
Evidence
Customer
Contact
Person
Support
Process
Customer Scan’s
QR code
Payer PSP
Gateway
Auth. request
sent to NPCI
Debit Request
Issuer Bank
Debit Response
Receives Credit
Beneficiary Bank
Credit Response
Customer PSP
Gateway
Customer receives
msg of Debit &
shows it to vendor
Line of Interaction
Line of Visibility
Line of Internal Interaction
UPI Money transfer to Vendor
Smartphone,
QR code,
Employee,
Payment Desk
Smartphone,
QR code,
Employee,
Payment Desk
On Stage
Back Stage
Vinayelve@okaxisbank
Vinayelve@okhdfcbank

EMPLOYEES ROLE IN SERVICE DELIVERY
Service Triangle
Strategies for delivering Service Quality.
➔ Employees should create awareness of
PhonePe among vendors.
➔ Employees should tell vendors what
errors could take place during
transactions.
Customer-Oriented Service delivery.
➔ Proficient CRM System.
➔ Provide quick solutions to any
complaints.
➔ How to use Pamphlets & Sticker near QR
codes
Company
Employee Customer
Interactive

CUSTOMER’s ROLE IN SERVICE DELIVERY
Importance of Customer in improving PhonePe usage.
➔ Customer use PhonePe app.
➔ Gets Cashback.
➔ Suggest their friends & family to use PhonePe.
➔ Share PhonePe app through Referral program.
Customers as Service Promoters.
➔ Customer teaches their friends & family how to use PhonePe app.
➔ Customer could share the details of their received Cashback on Social
Media.
Customers as Problem Solvers.
➔ Customer suggestions & feedback could make service more faster.
➔ Customer resolves queries of other customers on social media eg,
Twitter.