18-12-2012, 12:11 PM
MANAGING SERVICE PROMISES
1MANAGING SERVICE.ppt (Size: 2.89 MB / Downloads: 229)
Integrated Services Marketing Communications
The Need for Coordination in Marketing Communication
Key Service Communication Challenges
Five Categories of Strategies to Match Service Promises with Delivery
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.
Integrated Services Communications
Integrated Services 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
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
Approaches for Managing Internal Marketing Communication
Create effective vertical communications
Sell the brand inside the company
Create effective upward communication
Create effective horizontal communications
Align back-office and support personnel with external customers through interaction or measurement
Create cross-functional teams of sales, service, and operations people when developing new services or engaging in service improvements
Maintain a customer focus throughout all functions
Best Practices for Closing the Communication Gap
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.
FedEx: Internal Communications
Service employees must be well versed in what ads 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