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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

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CUSTOMER

COMPANYExternal 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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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

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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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Communications and the Services Marketing Triangle

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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 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

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Five Major Approaches to Overcome Service Communication Channels

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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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Services Advertising Strategies Matched with Properties of Intangibility

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Interactive Imagery: Travelers

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Focusing on Tangibles Associated with the Service: The Sierra Club

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(2) Approaches for Managing Service Promises

Create a strong service brand

Coordinate external communication

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Service Branding Model

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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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(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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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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Service Brand Icons

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