Cryocord Service Marketing

Question 1

The marketing mix is expanded to 8Ps which are product, place, cyberspace, and time, process, productivity and quality, people, promotion and education, physical evidence, price and other user outlays. Cryocord Sdn Bhd is a service company that applies 8Ps in the company.
Now let’s us look at the service product of Cryocord. Cryocord is a company that provide service of storing human stem cell. Customer store their baby stem cell with Cryocord and in the future if there is any indications such as leukemia, thalassemia, lymphoma cancer, diabetics, stroke, heart failure, osteoarthritis, brain injury, skin diseases and others they can withdraw their stem cell to do treatment for themselves and family. Cryocord not only provide the core service of processing, testing, and storing the stem cell, they also provide the service of treatment and treatment solutions. Customer can withdraw their stem cell for treatment and get consultation from Cryocord expertise about the cost of treatment, doctor who’s know how to do the treatment, and where they can get the treatment done. However, Cryocord do provide the service of treatment for minor indications. Which mean customer can withdraw their stem cell and do treatment in the Cryocord since the company also have their own health care center.

Place, cyberspace and time are most of the client concerns. Cryocord headquarter is located in Cyberjaya, Selangor. All the processing, testing and storing will be done in Cyberjaya. For instance, once the client delivered in Penang, the doctor need to immediately collect the umbilical cord and cord blood from the baby. Then the sample need to arrive from Penang to Cryocord laboratories for processing within 48 hours to avoid non viability of the stem cell. Therefore, the person in charge from Cryocord have to collect the sample within a certain hour once the customer delivered. If there are loss or non-viable of the cell Cryocord have to make a compensation to customer. Furthermore, if customer request to withdraw their stem cell for treatment in the future, Cryocord have the responsibility to deliver the stem cell to them as soon as possible.

The services whole process can affect the customer perception of services quality. Cryocord make services steps occur in the right sequence whereby they promise in their agreement to collect the sample within 24 hours once customer delivered and process the sample within 48 hours once delivered. This is to ensure that the sample will be process in its best quality. Other than that, Cryocord place a few persons to on call in different areas so that in case there are anyone that wish to enroll the package in a hurry they manage to get them in the area. In addition, the person in charge is responsible to update customer the report of their stem cell within a certain period.

Productivity and quality play a crucial role as well. Cryocord use the best machines to process the sample to maximize the productivity and quality of stem cell. All the sample will be process in Class 100 Cleanroom, and for your information Operation Theater is 10000 Class Cleanroom. Thus, Cryocord laboratories are 100 times cleaner than Operation Theater. In addition, their laboratories are Current Good Manufacturing Practice (cGMP) compliant. cGPM is the requirement for processing facility of regulated healthcare products, ensuring products compliance with safety, identity, strength, purity and quality. It is the highest standard of FDA regulation.

Cryocord have a very strong human resource management. Cryocord knew that it is an indispensable element of service management. It is because customers always evaluate the quality of services they received based on their assessment of services employees, service managers, and expertise. Cryocord consultants and managers are well trained, experiences and they are professional in stem cell with a good communication skills. Cryocord expertise are master in stem cell processing and treatment. Therefore, more than ten thousands of families have sought and entrusted Cryocord uncompromising expertise, professionalism and integrity to store their valuable stem cells.

Next, come to promotion and education. Cryocord provide detailed information about stem cell storage and also outline the benefit they can offer to customers from website. This is easy for prospect to access the information because prospect can compare why their service is better than competitors, and they know where and when to obtain the service. Cryocord advertise their service in magazine, newspaper and billboard to educate people the benefit to store baby stem cell. Cryocord not only advertise in social media, they also organize antenatal class and talk to doctors, nurses and students. These are the efforts that make customer and prospect aware such service is actually available in the market, at the same time educate public the updated diseases that can use stem cell to do treatment.

Although the storing and treatment service of Cryocord is intangible, however some of the aspects of stem cell storage and treatment are tangible, including the headquarters building, landscaping, service brochures, laboratories, processing machine, storage tank, treatment center, treatment equipment, logo, office staffs, etc. These represent the image and wealth of Cryocord and usually customer use these visible clues to judge Cryocord service style and quality.

Lastly is price and other user outlays. Price becomes a standard for customers in making service purchase decisions because it is hard for them to judge the quality of services they receive. Cryocord set different prices for different packages to target for different customer segments. Customers will know the benefits of each different packages. After all, customers satisfaction is the clues that which package he or she is going to enroll. Other user outlays include the time, mental and physical effort the customers is going to expend when purchasing the service. Cryocord representative is able to meet the customer at the place the customer is convenient allow customer to have a comfortable experience. This is because the representative minimize customers’ cost while maximizing customers’ benefit.

Question 2

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This servuction model diagram used to describe the travelling experience, including those that are visible and invisible to the client. Visible component consists of serviscape, contact personnel or service providers, and other consumers. However, invisible component consists of organizations and systems.  

Serviscape refers to the use of physical evidence to design service environments. It consists of ambient conditions such as music, inanimate objects that assist the company in completing it tasks, such as furnishing and business equipment. All non-living features present during service encounter. Last two months I went to XYZ Tour Company and I can understand how the servicescape can influence my overall experience. The proper placement of the travel advertisements such as standups, poster, brochures and magazines, as well as customer service counter and such can affect my service experience.