INTEGRATED MARKETING COMMUNICATION

Prof. Rushen Chahal

Page 1

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 Page 2

Figure 15-1

Communications and the Services Marketing Triangle

Company
Internal Marketing
Vertical Communications Horizontal Communications

External Marketing Communication

Advertising Sales Promotion Public Relations Direct Marketing

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

Page 3

Approaches for Integrating Services Marketing Communication

Manage Customer Expectations

Figure 15-3 15-

Manage Service Promises

Goal: Delivery greater than or equal to promises

Improve Customer Education

Manage Internal Marketing Communication

Page 4

Figure 15-4 15-

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

Page 5

Figure 15-8 15-

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

Page 6

Figure 15-9 15-

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

Page 7

Figure 15-10 15-

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

Page 8