marketing services - chap016

7/29/2019 Marketing Services - Chap016

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Part 6

MANAGING

SERVICEPROMISES


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Provider Gap 4


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Key Factors Leading to Provider Gap 4


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Integrated Services MarketingCommunications

The Need for Coordination in Marketing

Communication

Key Service Communication Challenges

Five Categories of Strategies to Match

Service Promises with Delivery

Chapter

16

McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.


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Objectives for Chapter 16:Integrated Services Marketing Communications

Discuss the key service communicationchallenges.

Introduce the concept of integrated service

marketing communications.

Discuss ways to integrate marketingcommunications in service organizations.

Present specific strategies for addressing serviceintangibility, managing promises, managingcustomer expectations, educating customers, andmanaging internal communications.


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Communications and the ServicesMarketing Triangle


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Integrated Services Communications

Integrated Services Communications a strategy that carefully integrates all external and internal

communication channels to present a consistent message tocustomers

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


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Five Major Approaches to OvercomeService Communication Channels


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(1) Approaches for AddressingService Intangibility

Use narrative todemonstrate the serviceexperience

Present vivid information

Use interactive imagery

Focus on the tangibles

Use brand icons to makethe service tangible

Use association, physical

representation,documentation, andvisualization

Feature service employeesin communication

Use buzz or viral marketing

Leverage social media

Aim messages toinfluencers

Create advertising thatgenerates talk because it ishumorous, compelling, orunique

Feature satisfied

customers in thecommunication

Generate word-of-mouththrough employeerelationships


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Services Advertising Strategies Matchedwith Properties of Intangibility


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(2) Approaches for Managing ServicePromises

Create a strong service brand

Coordinate external communication


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Service Branding Model


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(3) Approaches for Managing CustomerExpectations

Make realistic promises

Offer service guarantees

Offer choices

Create tiered-value service offerings

Communicate the criteria and levels ofservice effectiveness


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(4) Approaches for Managing CustomerEducation

Prepare customers for the service process

Confirm performance to standards and

expectations

Clarify expectations after the sale

Teach customers to avoid peak demand

periods and to seek slow demand periods


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(5) Approaches for Managing InternalMarketing Communication

Create effective vertical communications

Sell the brand inside the company

Create effective upward communication

Create effective horizontal communicationsAlign back-office and support personnel with

external customers through interaction ormeasurement

Create cross-functional teams of sales, service,and operations people when developing newservices or engaging in service improvements

Maintain a customer focus throughout all functions


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Interactive Imagery: Travelers


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Service Brand Icon: The GEICO Lizard


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Focusing on Tangibles Associated withthe Service: The Sierra Club


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Best Practices for Closing theCommunication Gap (Gap 4)

Employing integrated services 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.


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Source: http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1

DHLs Integrated Marketing Campaign
http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1


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DHLs Outdoor Advertising


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DHLs Print Advertising


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DHLs Print Advertising Links toEmployees


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Service Brand Icons


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FedEx Print Advertisements

Ad copy:

Keeping costs down is the mostimportant thing.Right after the 107 other things.Give your customers what they want, when

they want it with FedEx Ground and the vastFedEx transportation portfolio. It's avariety of services that is sure to meet yourvariety of transportation needs. Like givingyou product visibility throughout the deliveryprocess via FedEx InSight so you canincrease customer expectations and

customer service all while keeping costsdown. To find out everything we can do foryou call 1.800.Go.FedEx(1.800.463.3339).

distribution.fedex.com/01

Relax, it's FedEx.


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FedEx Print Advertisements

Ad copy:

Make your customers happy, evenwhen they're not.Turn dissatisfied customers intocustomers who come back. FedEx Groundand the FedEx transportation portfoliocan give you a returns process that's easyfor your customers and cost effective foryou. Giving the customer what they want,when they want is a must. No matter howmany tries it takes. To find out what we

can do for you call 1.800.Go.FedEx(1.800.463.3339).

retail.fedex.com/03

Relax, it's FedEx.


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FedEx Website

www.fedex.com

easy to use

ties in with whole value proposition of campaign

Print ads drive customers to websites with

information on how FedEx provides

solutions for specific industries:

retail, wholesale, apparel
http://www.fedex.com/http://www.fedex.com/


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Sports Sponsorship

Does not tie in directly with the Relax, Its FedEx

campaign, but increases brand awareness


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FedEx: Metrics for IMC Campaign

FedEx must be able to evaluate the

effectiveness of integrated marketing

communication campaign

customer surveys and focus groups about brand

awareness

number of telephone inquiries

number of website hits and click-throughs

number of shipments by customer segment

growth in sales since campaign inception


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FedEx: IMC Campaign Effectiveness

Consistency of message

Use narratives to demonstrate service

experiencePresents vivid information

Promises what is possible

Encourages word-of-mouth communication

Indirectly features service customers


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FedEx: Internal Communications

Service employees must be well versed in whatads are promising

Knowledge of services offered across the

organization call centers

web design

e-mail response mechanisms

InSight (new service offered)Cross-functional communication

operations

public relations/marketing

marketing services - chap016

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