Post on 03-Apr-2018
transcript
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Part 6
MANAGING
SERVICEPROMISES
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Provider Gap 4
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Key Factors Leading to Provider Gap 4
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Integrated Services MarketingCommunications
The Need for Coordination in Marketing
Communication
Key Service Communication Challenges
Five Categories of Strategies to Match
Service Promises with Delivery
Chapter
16
McGraw-Hill/Irwin Copyright 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
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Objectives for Chapter 16:Integrated Services Marketing Communications
Discuss the key service communicationchallenges.
Introduce the concept of integrated service
marketing communications.
Discuss ways to integrate marketingcommunications in service organizations.
Present specific strategies for addressing serviceintangibility, managing promises, managingcustomer expectations, educating customers, andmanaging internal communications.
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Communications and the ServicesMarketing Triangle
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Integrated Services Communications
Integrated Services Communications a strategy that carefully integrates all external and internal
communication channels to present a consistent message tocustomers
This means coordination across: sales and service people
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
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Five Major Approaches to OvercomeService Communication Channels
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(1) Approaches for AddressingService Intangibility
Use narrative todemonstrate the serviceexperience
Present vivid information
Use interactive imagery
Focus on the tangibles
Use brand icons to makethe service tangible
Use association, physical
representation,documentation, andvisualization
Feature service employeesin communication
Use buzz or viral marketing
Leverage social media
Aim messages toinfluencers
Create advertising thatgenerates talk because it ishumorous, compelling, orunique
Feature satisfied
customers in thecommunication
Generate word-of-mouththrough employeerelationships
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Services Advertising Strategies Matchedwith Properties of Intangibility
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(2) Approaches for Managing ServicePromises
Create a strong service brand
Coordinate external communication
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Service Branding Model
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(3) Approaches for Managing CustomerExpectations
Make realistic promises
Offer service guarantees
Offer choices
Create tiered-value service offerings
Communicate the criteria and levels ofservice effectiveness
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(4) Approaches for Managing CustomerEducation
Prepare customers for the service process
Confirm performance to standards and
expectations
Clarify expectations after the sale
Teach customers to avoid peak demand
periods and to seek slow demand periods
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(5) Approaches for Managing InternalMarketing Communication
Create effective vertical communications
Sell the brand inside the company
Create effective upward communication
Create effective horizontal communicationsAlign back-office and support personnel with
external customers through interaction ormeasurement
Create cross-functional teams of sales, service,and operations people when developing newservices or engaging in service improvements
Maintain a customer focus throughout all functions
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Interactive Imagery: Travelers
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Service Brand Icon: The GEICO Lizard
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Focusing on Tangibles Associated withthe Service: The Sierra Club
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Best Practices for Closing theCommunication Gap (Gap 4)
Employing integrated services 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.
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Source: http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1
DHLs Integrated Marketing Campaign
http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg17/29/2019 Marketing Services - Chap016
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DHLs Outdoor Advertising
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DHLs Print Advertising
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DHLs Print Advertising Links toEmployees
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Service Brand Icons
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FedEx Print Advertisements
Ad copy:
Keeping costs down is the mostimportant thing.Right after the 107 other things.Give your customers what they want, when
they want it with FedEx Ground and the vastFedEx transportation portfolio. It's avariety of services that is sure to meet yourvariety of transportation needs. Like givingyou product visibility throughout the deliveryprocess via FedEx InSight so you canincrease customer expectations and
customer service all while keeping costsdown. To find out everything we can do foryou call 1.800.Go.FedEx(1.800.463.3339).
distribution.fedex.com/01
Relax, it's FedEx.
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FedEx Print Advertisements
Ad copy:
Make your customers happy, evenwhen they're not.Turn dissatisfied customers intocustomers who come back. FedEx Groundand the FedEx transportation portfoliocan give you a returns process that's easyfor your customers and cost effective foryou. Giving the customer what they want,when they want is a must. No matter howmany tries it takes. To find out what we
can do for you call 1.800.Go.FedEx(1.800.463.3339).
retail.fedex.com/03
Relax, it's FedEx.
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FedEx Website
www.fedex.com
easy to use
ties in with whole value proposition of campaign
Print ads drive customers to websites with
information on how FedEx provides
solutions for specific industries:
retail, wholesale, apparel
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Sports Sponsorship
Does not tie in directly with the Relax, Its FedEx
campaign, but increases brand awareness
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FedEx: Metrics for IMC Campaign
FedEx must be able to evaluate the
effectiveness of integrated marketing
communication campaign
customer surveys and focus groups about brand
awareness
number of telephone inquiries
number of website hits and click-throughs
number of shipments by customer segment
growth in sales since campaign inception
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FedEx: IMC Campaign Effectiveness
Consistency of message
Use narratives to demonstrate service
experiencePresents vivid information
Promises what is possible
Encourages word-of-mouth communication
Indirectly features service customers
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FedEx: Internal Communications
Service employees must be well versed in whatads are promising
Knowledge of services offered across the
organization call centers
web design
e-mail response mechanisms
InSight (new service offered)Cross-functional communication
operations
public relations/marketing