Title: Chapter 16: Integrating Services Marketing Communications
1Chapter 16 Integrating Services Marketing
Communications
CUSTOMER
External Communications to Customers
Service Delivery
COMPANY
(Gap 4) The Communication Gap
Part 6 Opener
2Gap 4 Communications Gap
- Cookies is a retail store where customers host
parties for guests to bake and decorate cookies.
The ad for the store neglected to mention a 50
cleaning fee that would be assessed at the end of
the party.
3Need for Coordination in Marketing Communication
- You see an ad for a new sandwich at McDonalds,
but find out that its not available at your
local McDonalds. Did the employee behind the
counter offer a reason why the sandwich was not
available? Did s/he even realize it was
advertised and for sale elsewhere? - Integrated Marketing Communications (IMC)
company carefully integrates and organizes all of
its external communications channels - Corporate messages, positioning and images, and
identity coordinated across all venues
advertising has same look and feel as website.
4Figure 16.2 Approaches for Integrating Services
Marketing Communication
Manage Customer Expectations
Goal Delivery Greater than Or equal to promises
Improve Customer Education
Manage Service Promises
Manage Internal Marketing Communication
5Key Reasons for Service Communication Problems
Factors that Contribute to provider Gap 4
- Inadequate Management of Service Promises
- Inadequate Management of Customer Expectations
- Inadequate Customer Education
- Inadequate Internal Marketing Communications
6Inadequate Management of Service Promises
- You purchase a new refrigerator, and the
salesperson informs you that the refrigerator
will be delivered to your apartment this Thursday
between 100pm and 300pm. However, the
refrigerator is not delivered until 400pm
Friday. - Causes variation in ___________________ of
services company lacks information and
integration needed to make fulfillable promises.
7Inadequate Management of Customer Expectations
- The ad guaranteed that you would be skydiving
after only a couple of hours of lessons. After
enrolling in class, you learn that instead of
skydiving by yourself (which is what the ad
implied), you will be skydiving in tandem (belted
to another experienced skydiver) due to safety
requirements. - ____________ create expectations that cannot
be met.
8Inadequate Customer Education
- You have hurt your back and have to go to
physical therapy every other day. You have a
series of exercises to complete on days you do
not see the therapist. After two months, you are
not feeling any better and complain to your
therapist who at this point realizes you have not
been performing all of the stretching exercises.
You had been handed a booklet when you started
your therapy. Because you had been instructed to
perform some of the exercises in the booklet but
not all of them, you had thought you were not to
do the others.
9Inadequate Internal Marketing Communications
- Your bank frequently changes its advertising
about new offerings to remain competitive.
However, the bank tellers training does not keep
pace with the changes in advertising. As a
result, customers come in expecting new accounts
and rates to be available, and employees are
embarrassed because they had not been informed. - _______________________ transmit information
across functional boundaries in an organization
to align all functions with customer
expectations.
10Manage Service Promises (page 491)
- Create Effective Services Advertising
- Coordinate External Communication
- Make Realistic Promises
- 4. Offer Service Guarantees
11Create Effective Services Advertising
- ? Use narratives to demonstrate the service
experience (services are experiential
________________________) - ? Present vivid information (_____________________
__) - ? Use interactive imagery (company logo
expression) - ? Focus on the tangibles (banks marble columns
______ - _______________________)
- ? Etc.
- Ex Life insurance, hospital care, nursing home
12Create Effective Services Advertising
- Television commercials for All-State insurance
often feature actual agents who explain the
personalized service that they perform for
All-State insurance policy holders and
appreciative customers who have experienced this
personalized service. By using the agents and
customers in its commercials, All-State is
13Coordinate External Communication
- Boston Symphony Orchestra (BSO)
- Reaching new (younger) audiences through internet
and electronic media. Older concertgoers prefer
books and magazines. - BSO combined direct mail, e-mail marketing,
customized on-line infomercials, and taxi-top ads
to reach out to younger and older audiences.
14Manage Service Promises
- Make Realistic Promises
- Offer Service Guarantees
- For those who arrive at the airport with only
time enough to catch their flight, parking has
been a nightmare until the development of
GoldParker System, which guarantees a convenient
parking place to its members
15Manage Customer Expectations (p. 500)
- Offer Choices
- Create Service
Offerings - Eddie Bauer, a catalog retailer offers three
different delivery options 5 to 7 days via
standard delivery 3 to 4 days via express
delivery or 2 days via express plus delivery.
The delivery rates are higher for faster service
16Manage Customer Expectations
- 3. Communicate the Criteria and Levels of Service
Effectiveness - Ex ______________________________
- 4. Negotiate Unrealistic Expectations
- ______________________________________
- ______________________________________
17Improve Customer Education
- Prepare Customers for the Service Process
- Step-by-step instruction customer is unfamiliar
with process - Confirm Performance to Standards and
Expectations - Help customer better evaluate effectiveness of
service advertise that guarantee is available
explain in customer-friendly terms
18Improve Customer Education
- 3. Clarify Expectations after the Sale
- Service providers sometimes need to tell
customers that services have been performed for
them. To get credit for their actions, service
providers need to reinforce their actions with
appropriate communication about their
accomplishment of the service ___________________ - Teach Customers to Avoid ________________ Periods
and Seek ________________ Periods - Bank gives new customers a brochure entitled
How to Lose Wait that gives advice on how to
avoid delays at the bank, and lists banks
busiest and slowest times.
19Manage Internal Marketing Communication
- Create Effective ___________ Communications
- Company newsletters and magazines, emails,
recognition programs keep employees informed of
everything that is being conveyed to customers
through external marketing - 2. Create Effective ___________ Communications
- Coordination between departments open channels
of communication between marketing, sales, and
operations.
20Manage Internal Marketing Communication
- 3. Align Back-Office and Support Personnel with
External Customers through Interaction of
Measurement