Chapter 16: Integrating Services Marketing Communications

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Chapter 16: Integrating Services Marketing Communications

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Title: Chapter 16: Integrating Services Marketing Communications


1
Chapter 16 Integrating Services Marketing
Communications
CUSTOMER
External Communications to Customers
Service Delivery
COMPANY
(Gap 4) The Communication Gap
Part 6 Opener
2
Gap 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.

3
Need 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.

4
Figure 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
5
Key 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

6
Inadequate 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.

7
Inadequate 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.

8
Inadequate 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.

9
Inadequate 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.

10
Manage Service Promises (page 491)
  • Create Effective Services Advertising
  • Coordinate External Communication
  • Make Realistic Promises
  • 4. Offer Service Guarantees

11
Create 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

12
Create 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

13
Coordinate 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.

14
Manage 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

15
Manage 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

16
Manage Customer Expectations
  • 3. Communicate the Criteria and Levels of Service
    Effectiveness
  • Ex ______________________________
  • 4. Negotiate Unrealistic Expectations
  • ______________________________________
  • ______________________________________

17
Improve 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

18
Improve 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.

19
Manage 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.

20
Manage Internal Marketing Communication
  • 3. Align Back-Office and Support Personnel with
    External Customers through Interaction of
    Measurement
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