Services Marketing For LA2M, 26 Aug 09

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Marketing services is diffferent to marketing physical products, and requires additional markeing tools and techniques. Learn more from Marketing Professional Dee Davey, of Creative Ideas Marketing.

Marketing services is diffferent to marketing physical products, and requires additional markeing tools and techniques. Learn more from Marketing Professional Dee Davey, of Creative Ideas Marketing.

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  • 1. Creative IDeas Marketing Interim Marketing and Service Product Management Marketing Services What – Why – How Dee Davey l Creative Ideas Marketing www.CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com Creative IDeas Marketing Interim Marketing and Service Product ManagementMarketing.com dee.davey@CreativeIdeasMarketing.com dee.davey@CreativeIdeas
  • 2. Agenda What are Services Marketing Why Services are Different Services How to Market Services Dee Davey, Creative Ideas Marketing talks to LA2M - Lunch Ann Arbor Marketing, Aug 26, 2009 Creative IDeas Marketing Interim Marketing and Service Product Management
  • 3. What are Services Marketing Why Services are Different Services How to Market Services Acts or Deeds • Tangible Acts • People Options • Goods Vehicle and • Intangible Acts . Extras Degrees of Tangibility Transport Creative IDeas Marketing Interim Marketing and Service Product Management
  • 4. What are Services Marketing Why Services are Different Services How to Market Services Teaching Nursing Theatre Intangible Advertising Agency Air Travel Elements Television Dominate Fast Food Shop Tailored Suit Car House Dog Food Necktie Tangible Elements Dominate Salt Creative IDeas Marketing Interim Marketing and Service Product Management Source: G Lynn Shostack, “How to Design a Service”, European Journal of Marketing, Vol 16, No 1
  • 5. What are Services Marketing Why Services are Different Services How to Market Services Service vs Product Differences • Performed • Experienced • Intangible • Highly Dependent on Human Element • Knowledge / Labor Intensive • 7 not 4 Ps Creative IDeas Marketing Interim Marketing and Service Product Management
  • 6. What are Services Marketing Why Services are Different How to Market Services Marketing BUSINESS PLANNING MARKETING COMMUNICATION SERVICE DEVELOPMENT (SHOW & TELL) REVIEW WHAT, WHY INTERNAL EXTERNAL FOR WHOM HOW TO DELIVER COMMUNICATION COMMUNICATION Quality …………Corporate Identity ……… Branding Business Plan - Costs / Business Forecast Creative IDeas Marketing Interim Marketing and Service Product Management
  • 7. What are Services Marketing Why Services are Different Services How to Market Services Service vs Product Differences • 7 not 4 Ps • Product • People • Price • Process • Place • Physical Evidence • Promotion Creative IDeas Marketing Interim Marketing and Service Product Management
  • 8. What are Services Marketing Why Services are Different Services How to Market Services Service Marketing Objectives • Make it Feel Real • Show Proof • Sell Value / Benefits . • Build Trust . • Improve Visibility / Tangibility . Creative IDeas Marketing Interim Marketing and Service Product Management
  • 9. What are Services Value / Why Services are Different Benefits How to Market Services Marketing Tool - Service Description Voice Readiness Assessment • What Service Description Objective: Establish if the network is ready for Voice over IP implementation Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality. This service uses Siemens tools to load theA Voice Readiness Assessment provides confidence the data network is compliant network with simulated voice • Why traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony with minimum requirements in voice traffic but without the ability to add telephony handsets to talk and listen but can also be considered as a thorough network Health Check. although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated betweensuccess of setVoice over IP (VoIP) solution is heavily dependant on the The test points a up with ‘real’ telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is call arrival patterns. • Testing of voice critical parameters: essential that the network be assessed prior to the implementation of such a solution. • Delay This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, • Packet loss negative impacts on quality. Unless a network has been assessed for suitability there • Jitter is a real risk that the quality and performance of voice communication is significantly • Scope below user expectation. • Capacity What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service • Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The to • Assessment of data network capabilities (routers, switches and links) for VoIP check the network suitability for applications that are to data gathered can be used to be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a • Recommendations of limitations, improvementsplanning basis for long-term network expansions or optimisations. A Siemens or suggested change. Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security CustomerCustomer Benefits 1.1.1.1.1.1.1.1.1 Proactive problem resolution aspects of the engagement. Siemens take a consultative approach to determine the impact of current and Benefits of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance, • Customer Benefits • Awareness • VoIP between given test points Improvements and optimisation future network applications, recommend changes that need to be considered before implementing time Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in critical applications such the form of a report. Network testing puts a load on the network and therefore client should anticipate fluctuation in performance of the network during simulation periods. • Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers, A Voice Readiness Assessment with experience of voice and data, will enable you to transform your network into a • Increase internal and external customer satisfaction functioning IP-enabled infrastructure. fully by validating voice and data application performance Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client • Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This network but can prepared to operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T • recommendation G.114.. Ensure there is sufficient bandwidth for continued high voice quality between given test points This service may be performed at various levels: Planning for future • An extension to Advanced Audit and Capacity Analysis services • Plan business effectively by gaining a clear understanding of how implementing • VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice Investment protection traffic, configuration requirements and the network capacity needed for the planned extra traffic • Clients acquire detailed information about their network without the investment in expensive network testing tools and training. • Full emulation of voice services across the LAN/WAN representing • real levels of planned voice traffic Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications 1.1.1.1.1.1.1.1.2 1.1.1.1.1.1.1.1.3 Service Deliverables Creative IDeas Marketing Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including: Interim Marketing and Service Product Management
  • 10. What are Services Service Why Services are Different Description How to Market Services Voice Readiness Assessment Service Description Objective: Establish if the network is ready for Voice over IP implementation Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality. This service uses Siemens tools to load the networkReadiness Assessment provides confidence the data network is compliant A Voice with simulated voice traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony with minimum requirements in voice traffic but without the ability to add telephony handsetsconsideredlisten thorough network Health Check. but can also be to talk and as a although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated betweensuccess of set up with ‘real’ (VoIP) solution is heavily dependant on the The test points a Voice over IP External - Customer / Partner telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is call arrival patterns. essential that the network be assessed prior to the implementation of such a solution. • Testing of voice critical parameters: • Delay This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, • Packet loss negative impacts on quality. Unless a network has been assessed for suitability there • Jitter is a real risk that the quality and performance of voice communication is significantly below user expectation. • Capacity What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service • Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The to • data gathered can be used to check the network suitability for applications that are to Assessment of data network capabilities (routers, switches and links) for VoIP be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a • Recommendations of limitations, improvements or suggested change. planning basis for long-term network expansions or optimisations. A Siemens Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security 1.1.1.1.1.1.1.1.1 Customer Benefits aspects of the engagement. Proactive problem resolution Siemens take a consultative approach to determine the impact of current and • Awareness of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance, future network applications, VoIP recommend changes that need to be considered before implementing time • Create / Articulate Value • Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in critical applications such between given test points the form of a report. Network testing puts a load on the network and therefore Improvements and optimisation client should anticipate fluctuation in performance of the network during simulation periods. • Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers, A Voice Readiness Assessment with experience of voice and data, will enable you to transform your network into a • Increase internal and external customer satisfaction functioning IP-enableddata fully by validating voice and infrastructure. application performance Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client • Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This network but can prepared to operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T • recommendation G.114.. Ensure there is sufficient bandwidth for continued high voice quality between given test points This service may be performed at various levels: Planning for future • An extension to Advanced Audit and Capacity Analysis services • Plan business effectively by gaining a clear understanding of how implementing • VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice Investment protection traffic, configuration requirements and the network capacity needed for the planned extra traffic • Manage Expectation • Clients acquire detailed information about their network without the investment in expensive network testing tools and training. • Full emulation of voice services across the LAN/WAN representing • real levels of planned voice traffic Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications 1.1.1.1.1.1.1.1.2 1.1.1.1.1.1.1.1.3 Service Deliverables Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including: • Shape “something to be purchased” Internal • Sales Tool • “Job Description” • Reduces Variance in Service Delivery Creative IDeas Marketing Interim Marketing and Service Product Management
  • 11. What are Services Marketing Why Services are Different Services How to Market Services What are Services Marketing Why Services are Different Services How to Market Services Build Trust • Business Area • Experience / Knowledge Purchase Criteria – IT Services • Industry Experience/Knowledge Gain Confidence • Project Experience/ Knowledge What are Services • Technical Experience/Skills Marketing Ability to Commutate with client • Why Services are Different Services Deliver the Promise • ProofHow to Market Services of Capability • Understanding of Brief and Proposal Creative IDeas Marketing Purchase• Criteria – Professional Services Integrity Interim Marketing and Service Product Management • Listening • Purchase Criteria • Relationship / Business Management • Reliability, Accessibility, Impact • Fit, Importance What are Services • IT Services Marketing Services • Prudence Why Services are Different • Research – stay on top How to Market Services • Teaching (Knowledge Transfer) • Professional Purchase Criteria –IDeas Marketing Creative Leisure Industry Service – Deliver great service as well as great services Services Interim Marketing and Service Product Management • Honesty • Communication !! • Relationship / Partnership / People Aspect • Leisure Industry • • Quality / Reliability Good After Care Service Services • • Communication Service Creative IDeas Marketing . Creative IDeas Marketing Interim Marketing and Service Product Management Interim Marketing and Service Product Management
  • 12. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – IT Services • Business Area • Experience / Knowledge • Industry Experience/Knowledge • Project Experience/ Knowledge • Technical Experience/Skills • Ability to Commutate with client • Proof of Capability • Understanding of Brief and Proposal • Integrity Creative IDeas Marketing Interim Marketing and Service Product Management
  • 13. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Professional Services • Listening • Relationship / Business Management • Reliability, Accessibility, Impact • Fit, Importance • Prudence • Research – stay on top • Teaching (Knowledge Transfer) Service – Deliver great service as well as great services Creative IDeas Marketing Interim Marketing and Service Product Management Source: Wellesley Hills Group. “How Clients Buy Professional Services”,
  • 14. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Leisure Industry • Honesty • Communication !! • Relationship / Partnership / People Aspect • Quality / Reliability • Good After Care Service • Communication • Service Creative IDeas Marketing Interim Marketing and Service Product Management
  • 15. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Common Factors • Experience • Knowledge • Communication • Relationship • Quality • Reliability Creative IDeas Marketing Interim Marketing and Service Product Management
  • 16. What are Services Marketing Why Services are Different Services How to Market Services Build Trust – People buy People • Market the Competencies of Your People Show Proof / Evidence • Successful Delivery • Credentials Creative IDeas Marketing Interim Marketing and Service Product Management
  • 17. What are Services Marketing Why Services are Different Services How to Market Services Improve Visibility / Tangibility • Buyers look for Signals of Quality • Process / Evidence of Quality . Creative IDeas Marketing Interim Marketing and Service Product Management
  • 18. What are Services Marketing Why Services are Different Services How to Market Services Evidence Process Quality • Guarantees / SLAs • Training / Professional Development • Performance Measurement • Methodologies • Tools • Processes Creative IDeas Marketing Interim Marketing and Service Product Management
  • 19. What are Services Marketing Why Services are Different Services How to Market Services Process / Evidence Quality Outgoing to Cust Cust DXOutgoing non DX Balance against What client can deliver] Ask Customers what they Want-Need/ Buys Uses B2B utgoing Royal O Mail Outgoing Carriers (Signs Receives Outgoing Outgoing Internal Up) (A) Consumabl (B) es/ Tech Mail (C) Income from DX Income Royal Mail Incoming Income Carriers (D) Mail Consumable Income Internal Re-order (E) Tracking Process (F) Interact with client via People Interact with client via Technology Client Client Receive / Pay Sells Deliver (G) Bill Creative IDeas Marketing Interim Marketing and Service Product Management
  • 20. What are Services Marketing Why Services are Different Services How to Market Services Improve Visibility / Tangibility Physical Evidence • Uniforms / Signage • Product with Service • Documentation Creative IDeas Marketing Interim Marketing and Service Product Management
  • 21. Marketing Services Summary • What, Why, How • Value / Benefits • People • Process • Physical Evidence Creative IDeas Marketing Interim Marketing and Service Product Management
  • 22. Marketing Services Q&A Dee Davey, Creative Ideas Marketing dee.davey@CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com Creative IDeas Marketing Interim Marketing and Service Product Management
  • 23. Marketing Services Biography Dee Davey helps businesses become more successful by delivering strategic market planning, service product development and business operations improvement projects; primarily for companies who offer technology or business services to their customers. Her interim marketing business, Creative Ideas Marketing, started in 2004 in the UK, helps companies adapt and extend client service offers, helps clients find new sources of revenue and brings ideas for new service products to life. Creative Ideas Marketing helps businesses who want to take the next step in marketing their business, but lack the resource or time to pull it all together. Dee has extensive marketing experience engaging with mid-sized to major multi- national technology & service companies including AT&T/NCR, Siemens, Vodafone, Hays DX, StairMaster and Nautilus. An international marketer resident in England for 30 years, Dee has a unique ability to view and understand global marketing issues from a different perspective. Relocated to Michigan, Creative Ideas Marketing services clients primarily in technology, telecommunication and health and fitness industry sectors. Dee achieved her Professional Diploma in Management from the Open University, Open Business School in 1991, and in the same year her Diploma in Marketing Management from the United Kingdom’s most stringent professional marketing body, the Chartered Institute of Marketing. Creative IDeas Marketing Interim Marketing and Service Product Management