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Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
Part 6
MANAGING SERVICE PROMISES
MANAGING SERVICE PROMISES
14-2
CUSTOMER
COMPANYExternal communications to customers
Gap 4: The Communication Gap
Provider Gap 4
Service delivery
14-3
Key Factors Leading to Provider Gap 4
14-4
Integrated Service Marketing Communications
The Need for Coordination in Marketing Communication
Key Service Communication Challenges
Five Categories of Strategies to Match Service Promises with Delivery
Chapter
14
14-5
Objectives for Chapter 14:Integrated Service Marketing Communications
Discuss the key service communication challenges.
Introduce the concept of integrated service marketing communications.
Discuss ways to integrate marketing communications in service organizations.
Present specific strategies for addressing service intangibility, managing promises, managing customer expectations, educating customers, and managing internal communications.
14-6
Communications and the Services Marketing Triangle
14-7
Integrated Service Marketing Communications
Integrated Service Communications a strategy that carefully integrates all external and internal communication
channels to present a consistent message to customers This means coordination across:
sales and service people print Internet other forms of tangible communication including the servicescape
How is this done in services? advertising sales presentations service encounters with employees servicescape and other tangibles Internet and web presence
public relations pricing service guarantees customer education
14-8
Five Major Approaches to Overcome Service Communication Channels
14-9
(1) Approaches for Addressing Service Intangibility Use narrative to demonstrate
the service experience Present vivid information Use interactive imagery Focus on the tangibles Use brand icons to make the
service tangible Use association, physical
representation, documentation, and visualization
Feature service employees in communication
Use buzz or viral marketing Leverage social media Aim messages to influencers Create advertising that
generates talk because it is humorous, compelling, or unique
Feature satisfied customers in the communication
Generate word-of-mouth through employee relationships
14-10
Services Advertising Strategies Matched with Properties of Intangibility
14-11
Interactive Imagery: Travelers
14-12
Focusing on Tangibles Associated with the Service: The Sierra Club
14-13
(2) Approaches for Managing Service Promises
Create a strong service brand
Coordinate external communication
14-14
Service Branding Model
14-15
(3) Approaches for Managing Customer Expectations
Make realistic promises
Offer service guarantees
Offer choices
Create tiered-value service offerings
Communicate the criteria and levels of service effectiveness
14-16
(4) Approaches for Managing Customer Education
Prepare customers for the service process
Confirm performance to standards and expectations
Clarify expectations after the sale
14-17
(5) Approaches for Managing Internal Marketing Communication Create effective vertical communications Create effective horizontal communications Sell the brand inside the company Create effective upward communication Align back-office and support personnel with external
customers through interaction or measurement Create cross-functional teams
14-18
Best Practices for Closing the Communication Gap (Gap 4)
Employing integrated service marketing communication strategies around everything and everyone that sends a message or signal.
Manage customer expectations effectively throughout the experience.
Develop mechanisms for internal communication to avoid over-promising and ensure successful delivery.
14-19
Service Brand Icons
14-20