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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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Provider GAP 4
CUSTOMER
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
5
Figure 15-1
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Communications and the
Services Marketing Triangle
Company
Internal Marketing
Vertical Communications
Horizontal Communications
Employees
External Marketing
Communication
Advertising
Sales Promotion
Public Relations
Direct Marketing
Customers
Interactive Marketing
Personal Selling
Customer Service Center
Service Encounters
Servicescapes
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
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Figure 15-4
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Approaches for
Managing Service Promises
MANAGING SERVICE PROMISES
Create
Effective
Services
Communications
McGraw-Hill
Coordinate
External
Communicatio
n
Make
Realistic
Promises
Offer
Service
Guarantees
Goal:
Delivery
greater than
or equal to
promises
© 2000 The McGraw-Hill Companies
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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
SM
Goal:
Delivery
greater than
or equal to
promises
McGraw-Hill
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Figure 15-9
Approaches for
Improving Customer Education
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
© 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