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Part 5

MANAGING SERVICE PROMISES

McGraw-Hill
McGraw-Hill

2000 The McGraw-Hill Companies

2000 The McGraw-Hill Companies

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CUSTOMER

Provider GAP 4

COMPANY

Service Delivery
GAP 4

External Communications to Customers

Part 5 Opener McGraw-Hill 2000 The McGraw-Hill Companies

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Chapter 15

INTEGRATED MARKETING COMMUNICATION

McGraw-Hill
McGraw-Hill

2000 The McGraw-Hill Companies

2000 The McGraw-Hill Companies

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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
McGraw-Hill 2000 The McGraw-Hill Companies

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Figure 15-1

Communications and the Services Marketing Triangle

Company
Internal Marketing External Marketing Communication
Advertising Sales Promotion Public Relations Direct Marketing

Vertical Communications Horizontal Communications

Employees

Interactive Marketing
Personal Selling Customer Service Center Service Encounters Servicescapes

Customers

Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler
McGraw-Hill 2000 The McGraw-Hill Companies

Figure 15-3

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Approaches for Integrating Services Marketing Communication

Manage Customer Expectations

Manage Service Promises

Goal: Delivery greater than or equal to promises

Improve Customer Education

Manage Internal Marketing Communication

McGraw-Hill

2000 The McGraw-Hill Companies

Figure 15-4

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Approaches for Managing Service Promises

MANAGING SERVICE PROMISES

Create Effective Services Communications Coordinate External Communicatio n Offer Service Guarantees Goal: Delivery greater than or equal to promises

Make Realistic Promises

McGraw-Hill

2000 The McGraw-Hill Companies

Figure 15-8

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Approaches for Managing Customer Expectations

Offer Choices

Create Tiered-Value Offerings Communicate Criteria for Service Effectiveness

Negotiate Unrealistic Expectations
Goal: Delivery greater than or equal to promises
McGraw-Hill 2000 The McGraw-Hill Companies

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Figure 15-9

Approaches for Improving Customer Education

Goal: Delivery greater than or equal to promises

Prepare Customers for the Service Process

Confirm Performance to Standards

Clarify Expectations after the Sale

Teach Customers to Avoid Peak Demand Periods and Seek Slow Periods

McGraw-Hill

2000 The McGraw-Hill Companies

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Figure 15-10

Approaches 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
McGraw-Hill 2000 The McGraw-Hill Companies