McGraw-Hill/Irwin. Copyright 2013 by The McGraw-Hill Companies, Inc. All rights reserved.

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 Service delivery Gap 4: The Communication Gap External communications to customers 14-3

Key Factors Leading to Provider Gap 4 14-4

Integrated Service Marketing Communications Chapter 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