The document discusses the importance of coordinating marketing communications for service organizations. It presents four key strategies for integrating marketing communication: managing service promises, improving customer education, managing customer expectations, and managing internal communications. Figures and tables provide examples of approaches within each strategy, such as offering service guarantees, communicating service effectiveness criteria, and creating cross-functional teams. The overall goal is to ensure service delivery meets or exceeds promises made to customers.

1. Part 5 MANAGING SERVICE PROMISES

2. Provider GAP 4 CUSTOMER COMPANY External Communications to Customers GAP 4 Part 5 Opener Service Delivery

5. Figure 15.2 Communications and the Services Marketing Triangle Internal Marketing Vertical Communications Horizontal Communications Interactive Marketing Personal Selling Customer Service Center Service Encounters Servicescapes External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing Company Customers Employees Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler

6. Figure 15.3 Approaches for Integrating Services Marketing Communication Goal: Delivery greater than or equal to promises Improve Customer Education Manage Service Promises Manage Customer Expectations Manage Internal Marketing Communication

7. Figure 15.4 Approaches for Managing Service Promises Goal: Delivery greater than or equal to promises Offer Service Guarantees Create Effective Services Communications MANAGING SERVICE PROMISES Make Realistic Promises Coordinate External Communication

8. Table 15.1 Services Advertising Strategies Matched with Properties of Intangibility

9. Figure 15.7 Approaches for Managing Customer Expectations Communicate Criteria for Service Effectiveness Create Tiered-Value Offerings Negotiate Unrealistic Expectations Goal: Delivery greater than or equal to promises Offer Choices

10. Figure 15.8 Approaches for Improving Customer Education Goal: Delivery greater than or equal to promises Prepare Customers for the Service Process Clarify Expectations after the Sale Teach Customers to Avoid Peak Demand Periods and Seek Slow Periods Confirm Performance to Standards

11. Figure 15.9 Approaches for Managing Internal Marketing Communications Goal: Delivery greater than or equal to promises Create Effective Vertical Communications Align Back Office Personnel w/ External Customers Create Effective Horizontal Communications Create Cross-Functional Teams