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Service Communication Mix.pptx
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- 3. Developing Communication Strategy Selectingthe target market Developing the firm’s positioning strategy Developing the communications budget and mix Defining communications objectives Establish message and media strategy Monitoring, evaluating and controlling the communication strategy
- 4. Approaches for Effective positioning Product Features Performance Conformance Durability Reliability Repairability Personal Competence Courtesy Credibility Reliability Responsiveness
- 5. Image Symbols Written,audio, video Atmosphere Events Service Delivery Installation Customer training Consultancy services Repair
- 6. The Target Audience Targeting Nonusers Targeting Users Type 1 service staff Type 2 service staff Type 3 service staff
- 7. Type 1 ServiceStaff Required to deal with customers quickly and effectively in “ once only “ situations where large number of customers are present. E.g- Front-line personnel at fast-food restaurants.
- 8. Type 2 ServiceStaff Service staff that deal with numerous, often repeat customers in restricted interactions of somewhat longer duration. E.g.- Floral design from a florist on a regular basis
- 9. Type 3 servicestaff Highly developed communication skills because of more extended and complex interactions with customers. E.g- qualified service professionals
- 10. Special Problems inservice communications Mistargeted communications Managing expectations Advertising to employees Selling/operation conflicts
- 11. Guide line fordeveloping service communications Word-of-mouth communications Promise what is possible Make tangible the intangible Feature the relationship between customer and provider Reduce consumer fear Focus on relevant service quality dimensions Differentiate through service delivery Make the service more easily understood