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Part 5

Part 5. MANAGING SERVICE PROMISES. Provider GAP 4. CUSTOMER. Service Delivery. External Communications to Customers. COMPANY. GAP 4. Part 5 Opener. Chapter. Integrated Services Marketing Communications. 15. The Need for Coordination in Marketing Communication

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Part 5

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  1. Part 5 MANAGING SERVICE PROMISES

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

  3. Chapter Integrated Services Marketing Communications 15 • The Need for Coordination in Marketing Communication • Key Reasons for Service Communication Problems • Four Categories of Strategies to Match Service Promises with Delivery • Exceeding Customer Expectations: Caveats and Strategies

  4. Objectives for Chapter 15:Integrated Services Marketing Communications • Introduce the concept of integrated services marketing communication. • Discuss the key reasons for service communication problems. • Present four key ways to integrate marketing communication in service organizations. • Present specific strategies for managing promises, managing customer expectations, educating customers, and managing internal communications. • Provide perspective on the popular service objective of exceeding customer expectations.

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

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

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

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

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

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

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

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