167 634828754282549363 chapter_14

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167 634828754282549363 chapter_14

  1. 1. McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
  2. 2. Part 6 MANAGING SERVICE PROMISES 14-2
  3. 3. Provider Gap 4 CUSTOMER COMPANY Gap 4: The Communication Gap External Service delivery communications to customers 14-3
  4. 4. Key Factors Leading to Provider Gap 4 14-4
  5. 5. Chapter Integrated Service Marketing Communications 14  The Need for Coordination in Marketing Communication  Key Service Communication Challenges  Five Categories of Strategies to Match Service Promises with Delivery 14-5
  6. 6. 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
  7. 7. Communications and the Services Marketing Triangle 14-7
  8. 8. 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
  9. 9. Five Major Approaches to Overcome Service Communication Channels 14-9
  10. 10. (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, documentatio n, 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
  11. 11. Services Advertising Strategies Matched with Properties of Intangibility 14-11
  12. 12. Interactive Imagery: Travelers 14-12
  13. 13. Focusing on Tangibles Associated with the Service: The Sierra Club 14-13
  14. 14. (2) Approaches for Managing Service Promises  Create a strong service brand  Coordinate external communication 14-14
  15. 15. Service Branding Model 14-15
  16. 16. (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
  17. 17. (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
  18. 18. (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
  19. 19. 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
  20. 20. Service Brand Icons 14-20

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