1 SM Part 5 MANAGING SERVICE PROMISES Mc

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1 SM Part 5 MANAGING SERVICE PROMISES Mc. Graw-Hill © 2000 The Mc. Graw-Hill

1 SM Part 5 MANAGING SERVICE PROMISES Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies

2 SM Provider GAP 4 CUSTOMER COMPANY Service Delivery GAP 4 External Communications to

2 SM Provider GAP 4 CUSTOMER COMPANY Service Delivery GAP 4 External Communications to Customers Part 5 Opener Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies

3 SM Chapter 15 INTEGRATED MARKETING COMMUNICATION Mc. Graw-Hill © 2000 The Mc. Graw-Hill

3 SM Chapter 15 INTEGRATED MARKETING COMMUNICATION Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies

SM Objectives for Chapter 15: Integrated Services Marketing Communications 4 • Introduce the concept

SM Objectives for Chapter 15: Integrated Services Marketing Communications 4 • Introduce the concept of Integrated Services • • Mc. Graw-Hill Marketing Communication Discuss the key reasons for service communication problems Present four key ways to integrate marketing communication in service organizations Present specific strategies for managing promises, managing customer expectations, educating customers, and managing internal communications Provide perspective on the popular service objective of exceeding customer expectations © 2000 The Mc. Graw-Hill Companies

5 Figure 15 -1 SM Communications and the Services Marketing Triangle Company Internal Marketing

5 Figure 15 -1 SM Communications and the Services Marketing Triangle Company Internal Marketing Vertical Communications Horizontal Communications Employees External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing Customers Interactive Marketing Personal Selling Customer Service Center Service Encounters Servicescapes Source: Parts of model adapted from work by Christian Gronroos and Phillip Kotler Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies

Figure 15 -3 SM Approaches for Integrating Services Marketing Communication Manage Customer Expectations Manage

Figure 15 -3 SM Approaches for Integrating Services Marketing Communication Manage Customer Expectations Manage Service Promises Goal: Delivery greater than or equal to promises Improve Customer Education Manage Internal Marketing Communication Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies 6

7 Figure 15 -4 SM Approaches for Managing Service Promises MANAGING SERVICE PROMISES Create

7 Figure 15 -4 SM Approaches for Managing Service Promises MANAGING SERVICE PROMISES Create Effective Services Communications Mc. Graw-Hill Coordinate External Communication Make Realistic Promises Offer Service Guarantees Goal: Delivery greater than or equal to promises © 2000 The Mc. Graw-Hill Companies

8 Figure 15 -8 SM Approaches for Managing Customer Expectations Offer Choices Create Tiered-Value

8 Figure 15 -8 SM Approaches for Managing Customer Expectations Offer Choices Create Tiered-Value Offerings Communicate Criteria for Service Effectiveness Negotiate Unrealistic Expectations Goal: Delivery greater than or equal to promises Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies

SM Goal: Delivery greater than or equal to promises Mc. Graw-Hill 9 Figure 15

SM Goal: Delivery greater than or equal to promises Mc. Graw-Hill 9 Figure 15 -9 Approaches for Improving Customer Education Prepare Customers for the Service Process Confirm Performance to Standards Clarify Expectations after the Sale Teach Customers to Avoid Peak Demand Periods and Seek Slow Periods © 2000 The Mc. Graw-Hill Companies

10 SM Figure 15 -10 Approaches for Managing Internal Marketing Communications Goal: Delivery greater

10 SM Figure 15 -10 Approaches for Managing Internal Marketing Communications Goal: Delivery greater than or equal to promises Create Effective Vertical Communications Create Effective Horizontal Communications Align Back Office Personnel w/ External Customers Create Cross-Functional Teams Mc. Graw-Hill © 2000 The Mc. Graw-Hill Companies