Transcript Managing Service Promises

Services Marketing,
Integrating Customer Focus
Across the Firm
2e
by Wilson, Zeithaml, Bitner and Gremler
Chapter 16
Integrated Services Marketing
Communications
© The McGraw-Hill Companies, 2012
Figure 5.6: Gaps model of service quality
Part 4:
MANAGING SERVICE
PROMISES
Provider Gap 4
I(s)MC Issues
 The
need for
coordination in
marketing
communication
 Key reasons for
service communication
challenges
 Strategies to match
service promises with
delivery
Figure 16.1: Communications and the services
marketing triangle
Figure 16.2:
Five
Approaches to
Overcome
service
communication
challenges
ADDRESS SERVICE
INTANGIBILITY
Slice of life & Media Scheduling: Pulsing with
reminder ads
MANAGE SERVICE
PROMISES
Reliability - Being there for you
Australia
2003
2008
Ελλάς 2007
U.K. 1980
日本 2000
MANAGE CUSTOMER
EXPECTATIONS
Adaptation to the environment
– brand repositioning
2008
2010
2012
MANAGE CUSTOMER
EDUCATION
New Service introduction – reduce
perceived risk
UK 2012
Kenya 2011
MANAGE INTERNAL
MARKETING
COMMUNICATIONS
Holding an organization together –
every member sells
THE GOAL: SERVICE
BRAND EQUITY
Figure 16.3: A Service Branding Model
Brand elements
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Brand name
Logo
URL
Slogan
Character
Symbols
Narratives
http://www.gnto.gov.gr/
Media integration & control
Guidelines for effective external
services marketing communications
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Use narratives to demonstrate the experience
Present vivid information
Use interactive imagery
Focus on the tangibles
Feature service employees
Promise what is possible
Encourage word-of-mouth communication
Feature service customers
Use transformational advertising
Managing Service Promises
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Make realistic promises
Offer service guarantees
Offer choices
Create tiered-value service offerings
Communicate the criteria and levels of service
effectiveness
Improve customer education
Prepare customers for the service process
Confirm performance to standards and expectations
Clarify expectations after the sale
Teach customers to avoid peak demand periods
Manage Internal Marketing
Communications
 Create effective vertical communications
 Sell the brand inside the company
 Create effective upward communication
 Create effective horizontal communications
 Align back-office and support personnel with
external customers
 Interaction
 Measurement
 Create cross-functional teams