Developing the Service Communication Mix

Primary Role of the Service Communication Mix

Inform
Persuade

Remind

Differentiation Approaches for Effective Positioning

Product Differentiation Personnel Differentiation
Features Competence Performance Courtesy Conformance Credibility Durability Reliability Reliability Responsiveness Repairability Communication Style Design (integrates the above) Service Differentiation

Image Differentiation
Symbols Written, audio/visual media Atmosphere Events

Delivery (speed, accuracy) Installation Customer training Consulting service Repair Miscellaneous service

Source: Adapted from Philip Kotler, Marketing Management, 9th ed. (Englewood Cliffs, NJ: Prentice-Hall, 1997), p. 283.

Communication Mix Elements

Personal Selling

Media Advertising

Publicity and Public Relations

Sales Promotions

Communication Content and Objectives

Product Life Cycle Stage Introduction Communication Content Informational Communication Objectives Introduce the service offering Create brand awareness Prepare the way for personal selling efforts Encourage trial Create a positive attitude relative to competitive offerings Provoke an immediate buying action Enhance the firms image Encourage repeat purchases Provide ongoing contact Express gratitude to existing customer base Confirm past purchase decisions

Growth and maturity Informational and persuasive

Maturity and decline

Persuasive and reminder

Service Providers and Their Functions

Type 1 Staff
Deal with customers quickly and effectively once only situations

Type 2 Staff
Requires some independent decision making More intense communication than Type 1

Type 3 Staff
Tasks are complex and often nonrepeatable

As it Relates to the Consumer Decision Process

Preconsumption Considerations
reducing perceived risk

Consumption Considerations
providing customers with a clear script

Postconsumption Considerations
managing customer expectations

Special Problems of the Service Communications Mix

Mistargeted Communications Managing Expectations Technical service quality

Advertising to Employees
Selling/Operations Conflicts

General Guidelines for Developing Service Communications

Develop a word-of-mouth communications network Promise what is possible Tangibilize the intangible Feature working relationships between customer and provider

Reduce consumer fears about variation in performance

The Impact of Intangibility: Different Communication Strategies for Different Products

Tangible dominant Tangible evidence

Perfume

Fast food outlets

Insurance

Intangible dominant

Intangible image

Source: Adapted from G. Lynn Shostack, Breaking Free from Product Marketing, The Journal of Marketing (April 1977).

General Guidelines for Developing Service Communications

Reduce consumer fears about variation in performance Determine and focus on service quality dimensions Differentiate the service product from service delivery

Make the service more easily understood

Special Considerations for Service Professionals

1. Third-party accountability 2. Client uncertainty 3. Experience is essential

4. Limited differentiability
5. Maintaining quality control

Special Considerations for Service Professionals

6. Turning doers into sellers

7. Dividing the professionals time between marketing and operations

8. Tendencies to be reactive rather than proactive 9. The effects of advertising are unknown

10. Limited marketing knowledge base

Communications Tips for Service Professionals

Turn current clients into company spokespersons First impressions are everything Create visual pathways that reflect quality Establish regular communications with clients Develop a firm brochure An informed office staff is vital

Thank You!