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Harnessing Integrated Communication Strategies for Superior Customer Service in Travel

This article explores effective communication strategies in managing service promises, emphasizing the importance of integrated marketing communications (IMC). It discusses how businesses can over-promise and under-deliver, highlighting the need for consistent, persuasive messaging that accurately reflects customer expectations. Featuring the spotlight on personalized service examples from Russia and Thailand's medical tourism, it illustrates how creating real-life stories and personal relationships enhances customer connections. Ethical considerations in communication, effective advertising techniques, and essential steps for brand building are also examined.

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Harnessing Integrated Communication Strategies for Superior Customer Service in Travel

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  1. Topics Covered • Communication strategies • Approaches to service promises • Managing service promises • Ethical issues in communication

  2. ‘At Your Service’ Spotlight: From Russia with love Superior customer service and real people behind the website. • Personalized service message and delivery • Connects with website readers • Creates ‘real-life stories’ • Develops personal relationships • Initial phone contact • Welcome gifts, at home dinner • Post visit communication, photos, referrals • Full service travel arrangements • Guides, price matching • Circumvents obstacles to independent travel • Required registration • Rudimentary transit system • Language, general knowledge barriers

  3. Integrated communication strategiesfor customer service The worst mistake a business can make is to over-promise and under-deliver. • Managing communications and expectations • Integrated marketing communications (IMC) • Consistent, persuasive message • Coordinated message and sources of communication • Branding increasingly important • Create unique identity • Impart meaning beyond functional roles • Steps for brand building: • Analysis of market situation • Development of brand identity • Communication of brand vision • Evaluation of brand’s performance

  4. Approaches to service promises Figure 11.1(Source: Based on Zeithaml et al, 2007)

  5. Managing service promises • Create effective service advertising • Coordinate external communication • Unify communications tools, corporate and brand messages • Consistent, persuasive message to target audiences • Make realistic promises • Accurately reflect what customers will receive • Effective internal communication in an organization • Communications tools may include: • Interactive websites • International conferences • Awards and third-party endorsements • Publicity stunts • Short, online films • Reality shows e.g. ‘Can You Serve?’

  6. Managing service promises - continued • Vivid language that evokes emotion

  7. Managing service promises - continued • Use of employees to establish reliability, perceptions of quality

  8. Managing service promises - continued • Employees portrayed as anticipating wants and needs

  9. Managing service promises - continued • Stunts can generate much-needed publicity

  10. Managing service promises - continued • Branded entertainment, short online films

  11. Service Snapshot: Behind the scenes at the Burj Al Arab • The World’s Most Luxurious Hotel. • Discovery Channel documentary • Featured architecture, technology • Manmade island 280 meters offshore • Rocco interior design • World’s tallest atrium • Service personnel • Personal butlers • Marine biologists • Luxurious facilities • Exclusivity, security and privacy

  12. Ethical issues in communication • Potential misuse of advertising • Internet descriptions and photos • Ethical behavior and service recoveries • Higher satisfaction with ethical service recovery • Product placements not labeled as advertisements

  13. Case Study:Promoting medical tourism with a personal touch Thailand is taking advantage of the new wave of medical tourism. • Level of care and affordability • International accreditation, training • Nurses with advanced degrees • 1:1 nurse to patient ratio • Personalized medical tourism services • Coordinate all aspects of diagnosis, treatment and convalescence • Carefree experience including vacation packages • Services extends to family and friends • Post-procedure communication

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