Integrated Service Marketing Communications
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Transcript Integrated Service Marketing Communications
SCHOOL OF MANAGEMENT
SEMESTER 1 2012/2013
AMW342 SERVICES MARKETING
ASSOCIATE PROFESSOR DR. AZIZAH OMAR
Lecture:
Venue:
Room:
Thursday
DK - R
PhD/MA Office, Level 1
School of Management
Tel:
04 653 888 ext.2889
Email:
[email protected]
http://www.management.usm.my/azizahomar
McGraw-Hill/Irwin
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.
Part 6
MANAGING
SERVICE
PROMISES
14-2
Provider Gap 4
CUSTOMER
COMPANY
Gap 4: The Communication Gap
External
Service delivery
communications to
customers
14-3
Key Factors Leading to Provider Gap 4
14-4
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
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
Communications and the Services Marketing
Triangle
14-7
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
Five Major Approaches to Overcome Service
Communication Channels
14-9
(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
14-10
Services Advertising Strategies Matched with
Properties of Intangibility
14-11
Interactive Imagery: Travelers
14-12
Focusing on Tangibles Associated with the
Service: The Sierra Club
14-13
(2) Approaches for Managing Service Promises
Create a strong service brand
Coordinate external communication
14-14
Service Branding Model
14-15
(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
(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
(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
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
Service Brand Icons
14-20