Lecture Questions Thoughts Ideas Integrated Marketing Communications Managing Service Promises 4 Services Marketing Triangle Company CustomersEmployees Internal Marketing Interactive Marketing External Marketing Keeping promises Making promises Enabling promises Sales Promotion Advertising PR Direct Marketing Personal marketing, Customer Service Centre, Service encounters, Servicescape Vertical Communication Horizontal Communication 5 KEY FACTORS THAT CREATE GAP 4 Lack of integrated services marketing communications Each communication is viewed independently Not including interactive marketing in communication plan Absence of strong internal marketing programme 6 Reasons for Service Communication Problems Inadequate management of Service Promises Elevated Customer Expectation Insufficient Customer Education Inadequate Internal Communication Strategy for Service Communication Product vs. Service Communication 9 1.Manage Promises Create Effective Service Advtg. Offer Service Guarantee Make realistic promises Co-ordinate External Communications 10 2.Manage Customer Expectations Offer Choices Create tiered value offerings Communicate criteria for service effectiveness Negotiate unrealistic expectation 11 3.Improve Customer Education Prepare customers for the service process Confirm performance to standards Clarify expectations after sale Teach customers to choose slow periods over peak demand periods 12 4.Manage Internal Mktg. Communication Create effective vertical communication Create effective horizontal communication Align back office personal with external customers Create cross functional teams 13 Strategies for effective Service Advt. Use narratives eg.? Present vivid information eg.? Use interactive imagery eg.? Focus on Intangibles eg.? Feature service employees in communication eg.? Promise what is possible Encourage WOM communication Feature Service Customers eg? Use tranformational advt.eg? Media Selection 15 Project Pres 2/3 groups Thank you Lecture Relationship Marketing 20 Transaction Marketing is best suited for commodities & relationship marketing to services 22 Project Presentation Bal groups Questions Thoughts Ideas Feedback Negative + Positive Thank you