Friday, December 6, 2019

Enhancing Government Service Experience

Question: Discuss about the Enhancing Government Service Experience. Answer: Introduction In this age of Globalization and digitalization, QR codes are heavily used by the organizations for marketing and establishing connect with the customers however still QR codes adoption is in early stage and there is huge scope of them (Sundstrom, Radon, 2014). This paper will discuss about the QR codes and how they can be used effectively in service sector by answering the below questions: QR codes can be relevant in almost all the stages of the consumer decision?making process. However their actual usage depends on how innovative the business processes of any organization is. For example, QR codes usage is quite common in advertising and marketing activities however it is not very common in post purchase evaluation stage. Consumer decision making process consists of 5 stages which are identification of requirement, solutions to fulfill the requirement, evaluation of substitutes, actual buying of the product and lastly post purchase analysis of the product by the consumer. Stage 2nd and 3rd i.e. solutions to fulfill the requirement, evaluation of substitutes are generally involve marketing and advertising activities by the organizations. It is during this stage customer is attracted towards the product and start doing the analysis. Thus, it is where the QR codes are used most. For instance, one can see the QR codes in hotels, bus stands, amusement parks, billboards, malls pamphlets. Once customer scans these QR codes, he will be directed to company website or company product or wherever company may want to direct in order to attract the customer towards the products (Wirtz, Lovelock, 2016). Some organizations like Tesla, Pizza hut, Starbucks also support selling of their products using QR codes. Not only will this customer get the discounts or coupons also if they place their order using QR codes. It is because such orders are automated and company can save the time of its executive if the order is placed on the call. Also, placing orders simply by scanning QR codes is quite convenient for customers to place the orders. Thus, few companies uses QR codes for actual buying of the product. Some organizations like Nestle, Coke, Toyota, Dell also connects with people after the purchase for their feedback and thus uses QR codes to collect feedbacks during the post purchase evaluation of the product by the consumers (Downer, Oprescu, Forbes, Philips, McTier, Lord, Simbag, 2016). Do you see a marketing opportunity for QR codes in the services sector? Explain why or why not, and illustrate your answer by using examples from the services sector such as retail, financial services, health services, public sector utilise and transport. . If anyone carefully observe the surroundings, he will be surprised to see the usage of QR codes. QR codes are very cheap and platform independent i.e no matter what operating system your smart device has, it will be able to scan QR code. This is the reason that they are heavily used in service sector be it health services, financial services, public transport. Having said that, still there is a huge scope in the market for using QR codes. Organizations are already reengineering their business processes to include more QR codes. In Airline industry, almost all the airlines allow the travelers to check-in in their flight in advance by sending them QR codes. Such QR codes when scanned retrieve all the information about the passengers (Lorenzi, Vaidya, Chun, Shafiq, Atluri, 2014). While boarding, airline crew just scan the code and it will tell if they are boarding the right flight or not. QR codes has saves huge manual efforts and automated the business processes. In hospitals also, patients are given the barcode and if they go to medical store, they simply scan the code and gets the prescription. Not only this, it is easy to store and share various reports of the patient with other doctors and hospitals using QR codes. In Banking and finance industry also, QR codes are used heavily by the banks. People are having dedicated QR codes to receive the money from other accounts and customers (Panya, Galiyawala, 2014). In public transport system also, many tour and travel companies are using QR codes to ease the process for customers. For instance, there is TouchTravel Germany based tour operator that uses QR codes to print at home ticketing, mobile ticketing, and train passes (Tardivo, Scilla, Viassone, 2014). The case study offers examples of how QR codes can bypass multiple layers of distribution and support marketing. Specific to the services sector what are some potential advantages of this? Suppose you are reading a magazine and came across the advertisement of some beautiful furniture along with a QR code which claims if you order the item by scanning QR code, you will get additional discount. In this process, there is a huge saving for the organization in terms of distributing the product to distributors, resellers who finally sell to the customer by directly receiving orders from the customers and shipping product to them. This drastically cuts the numerous layers of distribution and marketing. In service industry also, Banks are directly selling their financial products to people by advertising through QR code and giving them additional discount by enrolling through QR code. This obviates the need to give commissions to brokers who bring the customers. Other advantages of this are that organizations are directly getting access to customer data, which was earlier, the main strength of the various dealers and brokers. BY directly getting the data, service industry can improve on their product offerings and concentrate the marketing efforts by having a separate strategy for separate segment of the people. How may QR codes affect consumers perceived risk of products within the services sector? Organizations can obviate such risks by capturing frequently ask questions, testimonials, reviews, usability of the product in form of QR code and make those QR codes easily available to the consumers at each of their distribution channel. Not only this, organizations can market these QR codes at social media sites like twitter to make people aware about the product. When people are buying through the agents, they are often skeptical and this is where QR codes will come to their rescue by giving them direct access to actual information about the product. Also, there has been cases of frauds earlier especially in Banking industry where people are promised something else and assured return on investments by the agents. In such cases, QR codes will help to make the process more transparent by educating people about the risks associated with each of the investment product (Chugan, Srivastava, Patel, Soni, 2016). Mutual funds industry can also use QR codes to explain the people about the ir complex product by making a video and sharing it. Which other forms of interactive content and/or information may be developed to support service operations and customer satisfaction in the future? Tour and travel companies can develop the infographics to attract the customers and share the infographics on social media platforms like twitter. Organizations can start campaigns, quizzes, give rewards to people on liking the facebook page and following twitter account of the organization and thus gaining traction from the people. Entertainment services has been doing this from long time by making the trailer of the movies and broadcasting it in television where people can respond and win free movie tickets. Healthcare industry, Banking industry, Insurance industry are also creating blogs and other interactive content to gain the traction of the potential customers and also to advertise their services. References Chugan, P. K., Srivastava, D., Patel, N., Soni, N. C. (2016). New Age Ecosystem for Empowering Trade, Industry and Society. Downer, T., Oprescu, F., Forbes, H., Phillips, N., McTier, L., Lord, B., ... Simbag, V. (2016). Enhancing nursing and midwifery student learning through the use of QR codes.Nursing Education Perspectives,37(4), 242-243. Klein, M. (2014). Contribution of QR-Codes to the Marketing Mix A Case Study. Management, 4(3A), 1-11. Lorenzi, D., Vaidya, J., Chun, S., Shafiq, B., Atluri, V. (2014). Enhancing the government service experience through QR codes on mobile platforms.Government Information Quarterly,31(1), 6-16. Pandya, K. H., Galiyawala, H. J. (2014). A Survey on QR Codes: in context of Research and Application. International Journal of Emerging Technology and Advanced Engineering (ISSN 2250-2459, ISO 9001: 2008 Certified Journal, Volume 4, Issue 3. Sundstrm, M., Radon, A. (2014). Why classic marketing promotion doesnt work in digitized context. In Marketing Edge, Direct/Interactive Marketing Research Summit. Tardivo, G., Scilla, A., Viassone, M. (2014). A new frontier in the satisfaction of the cultural tourist: the QR code. Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives: E-Relationship Marketing and Accessibility Perspectives, 348. Wirtz, J., Lovelock, C. (2016). Services marketing: people, technology, strategy. World Scientific Publishing Co Inc.

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