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ServiceMarketing
History of Thomas Cook• Thanks to the inspiration and dedication of a  single man. Thomas Cook began his  international tr...
Thomas Cook Today• Thomas Cook UK & Ireland is the second largest  leisure travel group in the UK with around  19,000 empl...
Holiday Industry• The recession created a decrease in overseas holiday  which resulted in the number of holidays abroad  b...
Services Provided:•   Travel Insurance•   Airport parking•   Car Hire•   Airport lounges•   Travel Vouchers•   Attraction ...
Services provided by Thomas Cook:            Travel Money• Foreign Exchange  1 – Currency  2 –Prepaid Cash Passport  3 – C...
Classification of Service•   Degree of intangibility•   Skill level of service provider•   Labour intensiveness•   Degree ...
Degree & Nature of Customer Contact• This is also known as “people processing”.• Customers must physically enter the syste...
Degree & Nature of Customer Contact• People must be prepared to spend time actively  co-operating with the service operati...
Degree & Nature of Customer Contact• When booking a holiday, customers need to  have almost full involvement in the servic...
Classification of Service• The level of intangibility with regards to the  service provided is high.• The job requires ful...
Lovelock & Yip Model 1999• People: The customers are the direct receiver of  the service. The customer receives transport ...
Lovelock model 1983• The customer would be more interested in the  service process.• The customer is required to be in sto...
Flowchart representing the process     steps for the customer        Agent                                   Is follow    ...
Flowchart representing the process         steps for the provider                                                         ...
Thomas Cook’s Flowchart             Physical             evidence             Customer          Enter        Agent        ...
Recommendations• Waiting times – increase the number of staff and computer  systems available to decrease waiting times.• ...
Methodology• Thomas Cook website• Expert interview with Thomas Cook agent• Mintel Reports on the UK travel Industry:Mintel...
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Thomas Cook service marketing

Services Marketing module

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Thomas Cook service marketing

  1. 1. ServiceMarketing
  2. 2. History of Thomas Cook• Thanks to the inspiration and dedication of a single man. Thomas Cook began his international travel company in 1841.• Thomas suggested that a special train be engaged to carry the temperance supporters of Leicester to a meeting in Loughborough.• On 5 July 1841 roughly around 500 passengers were conveyed in open carriages the enormous distance of 12 miles and back for a shilling.• Thomas Cook had begun.
  3. 3. Thomas Cook Today• Thomas Cook UK & Ireland is the second largest leisure travel group in the UK with around 19,000 employees• has a network of more than 800 high street stores• Thomas Cook Airlines, operates a fleet of 44 aircraft and flies from various regional airports to destinations worldwide.
  4. 4. Holiday Industry• The recession created a decrease in overseas holiday which resulted in the number of holidays abroad booked through agents fell in both 2009 and 2010.• The proportion of consumers saying they may use a travel agent in future is low, at approximately one in five.• Approximately one in five people with no internet access make travel agent bookings - however approximately one-third of people with internet access also do.
  5. 5. Services Provided:• Travel Insurance• Airport parking• Car Hire• Airport lounges• Travel Vouchers• Attraction tickets
  6. 6. Services provided by Thomas Cook: Travel Money• Foreign Exchange 1 – Currency 2 –Prepaid Cash Passport 3 – Credit Card 4 – Moneygram Transfer 5 – Corporate Foreign Exchange
  7. 7. Classification of Service• Degree of intangibility• Skill level of service provider• Labour intensiveness• Degree and nature of customer contact• Goal of service provider
  8. 8. Degree & Nature of Customer Contact• This is also known as “people processing”.• Customers must physically enter the system.• Sometimes, the service provider goes to the customer with necessary tools.
  9. 9. Degree & Nature of Customer Contact• People must be prepared to spend time actively co-operating with the service operation.• The level of involvement may vary, depending on the service that is being offered.• Managers must think about processes/outputs in terms of what happens to the customers or what benefits are created.
  10. 10. Degree & Nature of Customer Contact• When booking a holiday, customers need to have almost full involvement in the service process.• Unless the customer initiates the process, the process cannot be started and the service experience cannot be encountered.• Customer participates primarily in the ‘Front of Stage’ interaction, while seeing physical evidence of the service throughout the entire encounter.
  11. 11. Classification of Service• The level of intangibility with regards to the service provided is high.• The job requires full training and knowledge of computers. The job role is not highly skilled, although does require a standard skills level.• The main job role of the agent would require consent work with computers, telephones and a high level of communication skills.
  12. 12. Lovelock & Yip Model 1999• People: The customers are the direct receiver of the service. The customer receives transport to and from destination, and accommodation• Possession: Customer has the option to choose baggage transfers or to increase baggage weight.• Information based service: Thomas cook offer insurance cover , consultation on various destination to suit their requirements and local attraction around the chosen venue.
  13. 13. Lovelock model 1983• The customer would be more interested in the service process.• The customer is required to be in store store to receive the full benefit of service offered.• There is a high level of customer involvement. A high degree of contact exists between the agent and the client. Regular meetings will occur and several phone calls may take place.
  14. 14. Flowchart representing the process steps for the customer Agent Is follow Free? up needed? Informing Meeting agent ReceivingEnter information payment Receive Go on with about tickets holidayshop agent on destinations, your holiday requirements price and dates No: Waiting area
  15. 15. Flowchart representing the process steps for the provider Problem If with Agent research Receive busy? original needed order tickets Customer Inform GiveGreet Meeting Informing customer Receivecustomer with customer agent on payment theiron arrival agent about destinations, tickets their holiday price and dates Yes: Direct Yes: Agent customer Informing needs to customer Get to contact contact Waiting on other Customer services details area ...phone Offer that other Thomas customer back services Cook offers currency e.g. car hire, insura nce
  16. 16. Thomas Cook’s Flowchart Physical evidence Customer Enter Agent Discuss holiday Receive Confirm Collect Go on actions store free? If not information and tickets holiday waiting Payment areaLine of interaction Greet Meet Inform Inform Cash or Give custo- customer customer on customer credit cards customer Front of stage mer holidays taken tickets& interaction available & inform about other services other servicesLine of visibility Check Insert Customer Back of stage availability of booking care operations holidayLine of internal interaction Maintain Staff Registration Order process Accounting Maintain Support or rent training systems procedures reservation processes facilities systems
  17. 17. Recommendations• Waiting times – increase the number of staff and computer systems available to decrease waiting times.• Risk of providing the wrong holiday/billing error – holiday details should be double checked by both staff and customers to ensure this risk is kept low, and signed by both parties.• Service given by the employee – staff incentives to be offered, such as holidays, pay rise, reward schemes, company competitions, the opportunity given for staff to change roles etc.• Unknowledgeable/unresponsive staff – refresher courses, workshops and retraining options made available for all staff at regular intervals throughout the year to ensure service and knowledge is of the highest standards.
  18. 18. Methodology• Thomas Cook website• Expert interview with Thomas Cook agent• Mintel Reports on the UK travel Industry:Mintel. (2011). Holiday Review UK . Mintel. 1 (1), 1.• Text Book: D.Kurtz, R Clow (1998). Service Marketing. London: John Wiley& Son INC. 56.• Class Notes

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