Week 6 DB Service
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Chapter_14.pptx
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Chapter 14-‹#›
Part 6
MANAGING SERVICE PROMISES
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Chapter 14-‹#›
CUSTOMER
COMPANY
External communications to customers
Gap 4: The Communication Gap
Provider Gap 4
Service delivery
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Key Factors Leading to Provider Gap 4
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Chapter 14-‹#›
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
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Chapter
14
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Chapter 14-‹#›
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.
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Chapter 14-‹#›
Communications and the Service Marketing Triangle (Figure 14.1)
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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
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 social media
public relations
pricing
service guarantees
customer education
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Five Strategies to Match Service Promises with Delivery (Figure 14.2)
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(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
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Vivid Information Creates a Strong Impression for The Sierra Club
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Chapter 14-‹#›
Brand Icons Make the Service Tangible
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Services Advertising Strategies Matched with Properties of Intangibility (Exhibit 14.1)
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(2) Approaches for Managing Service Promises
Create a strong service brand
Coordinate external communication
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Chapter 14-‹#›
Service Branding Model (Figure 14.3)
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(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
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(4) Approaches for Managing Customer Education
Prepare customers for the service process
Confirm performance to standards and expectations
Clarify expectations after the sale
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Chapter 14-‹#›
(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
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Chapter 14-‹#›
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.
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