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
Gap 4: The Communication Gap
External
Service delivery
communications to
customers
14-3
Key Factors Leading to Provider Gap 4
14-4
Chapter
Integrated Service Marketing
Communications
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