32) Service Pricing Strategy (300-400 words) Trial

Introduction to Organisation

DP Dental was founded in 2006 by Dr Yue Weng Cheu and his wife Louisa Yue. It is a progressive dental practice situated at Kovan heartland mall in Singapore. DP Dental, known for staying updated with the latest dental innovation, they believe in being progressive dental practitioners and therefore, always look out for ways to do things better. Their dentists always attend courses both in Singapore and overseas to keep themselves updated to the latest dental treatment knowledge and the latest dental technology to enable themselves to provide the optimal treatment for our patients. They also believe that support team play an important part in the overall patient-care experience too, therefore, regularly sending dental assistants and patient relations team to attend courses to gain knowledge and skills essential for their job to be able to provide high-quality service and high standard of dental care for our patients. They also focus the use digital photos to also educate patients on their in their oral health status. . Currently, with a total strength of 8 clinicians and a support team of 22 people, DP Dental aims to deliver world class dentistry.

Situational Analysis - Jovi & Sindy

SWOT Analysis

(Not sure if need to put in table format at Appendix)

Strength – Experience (years in the industry), latest technology (minimally invasive dentistry), innovative techniques, educate patients, huge range of services, CSR (B1G1), large number of support staff

Weakness – Location (only 1 outlet), lacks brand awareness, expensive, closes early on weekends and not opened on PH, only 8 clinicians

Opportunities – Emphasize on Customer loyalty, extend operating hours, more outlets

Threats – Potential competitions

Target Market Segmentation

DP Dental targets higher income adults who are willing to spend more for better comfort

and service. If they are highly satisfied, they might bring in potential customers like their family members or friends.

Positioning (@JOVI, can do the position map?)

As shown in the Service Positioning Map (Appendix X), DP Dental positions itself as an advanced but higher-priced dental practice that provides quality dental care and optimal dental services, using the latest technology.

Analysis of Service Product Strategies - Amanda

Analysis of Service Placement Strategies - Sindy

There are three interrelated flows in a typical sales cycle (Lovelock 2015) and they are closely tied to the Flower of Service Model (Appendix X).

Information and promotion flow

It is now possible for one person to reach out to a large audience with the emergence of internet-based social media (Mangold and David 2009). DP Dental has a Facebook page of more than 2000 followers. They actively post updates and share videos there to educate the public about dentistry and promote new services. A live chat app is even implemented on their Facebook so they can answer any enquiry at the fastest time possible. For more detailed information, customers can refer to their website as well.

Product flow

DP Dental is a people-processing service, so customer have to be physically present at the location throughout the service delivery. The staff would require a short moment to generate an invoice for billing purpose. Payment can only be done at the end of the service as there might be additional treatments. However, they accept many payment modes which include cash, NETS, and credit card.

Negotiation flow

It is essential to ensure that the pre-purchase stage to the post-encounter stage is positive. To create convenience, there are several ways to book an appointment with them for service or consultation. It can be done face-to-face, online, by phone or by email.

DP Dental only has one outlet, which is situated in the suburbs of Singapore. They are opened 7 days a week (except for Public Holidays) and late into the night on Monday to Thursday so working adults can head over after work. They close slightly earlier on Friday and weekends.

A service blueprint is developed (Appendix X) to explore the key activities involved in creating and delivering the service by specifying the links between them. It also identifies the fail points, especially during points of contacts between staff and customer (Shostack 1984).

Analysis of Service Pricing Strategies - Elaine Comment by Anonymous: Please write 300-400 words on this. With references.

Analysis of Integrated Service Communication  Strategies - CJ

Analysis of Customer Service Strategies - Jovi

Analysis of  Servicescape - Jovi & Sindy

Customer will form positive or negative impressions based on the physical facilities and environment (Bitner 1992). DP Dental focuses on creating an environment where visitors are able to relax when waiting for their turn.

The waiting area is spacious with a neatly arranged front desk, comfortable sofas, and a mini play area for children.

Black is used in most of the furnishing to give off a posh image and adding a classy feel to the relaxing ambience.

Service (dental) delivery area has a white color scheme for a clean look. Paintings on wall.

The friendly staff looks professional in company uniform.

Their great smile and polite attitude makes them approachable.

All these factors enhance the overall customer’s experience.

Screen to show videos & brochures at counter to provide more information.

Display of certificates behind glass panel. Transparency as prices shown at counter.

Aircon in right temperature and no noise as dental process is separated from waiting area.

Exterior facilities – Width around 14metre, sign is visible Recommendations - Expand dental area as each room is quite small for 3 or 4 people (1 doctor and 1 assistant), add soft music (to be brought over to recommendations)