5Objectives for Chapter 16: Integrated Services Marketing Communications 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.
6Communications and the Services Marketing Triangle
7Integrated Services Communications a strategy that carefully integrates all external and internal communication channels to present a consistent message to customersThis means coordination across:sales and service peopleprintInternetother forms of tangible communication including the servicescapeHow is this done in services?advertisingsales presentationsservice encounters with employeesservicescape and other tangiblesInternet and web presencepublic relationspricingservice guaranteescustomer education
8Five Major Approaches to Overcome Service Communication Channels
9(1) Approaches for Addressing Service Intangibility Use narrative to demonstrate the service experiencePresent vivid informationUse interactive imageryFocus on the tangiblesUse brand icons to make the service tangibleUse association, physical representation, documentation, and visualizationFeature service employees in communicationUse buzz or viral marketingLeverage social mediaAim messages to influencersCreate advertising that generates talk because it is humorous, compelling, or uniqueFeature satisfied customers in the communicationGenerate word-of-mouth through employee relationships
10Services Advertising Strategies Matched with Properties of Intangibility
11(2) Approaches for Managing Service Promises Create a strong service brandCoordinate external communication
13(3) Approaches for Managing Customer Expectations Make realistic promisesOffer service guaranteesOffer choicesCreate tiered-value service offeringsCommunicate the criteria and levels of service effectiveness
14(4) Approaches for Managing Customer Education Prepare customers for the service processConfirm performance to standards and expectationsClarify expectations after the saleTeach customers to avoid peak demand periods and to seek slow demand periods
15(5) Approaches for Managing Internal Marketing Communication Create effective vertical communicationsSell the brand inside the companyCreate effective upward communicationCreate effective horizontal communicationsAlign back-office and support personnel with external customers through interaction or measurementCreate cross-functional teams of sales, service, and operations people when developing new services or engaging in service improvementsMaintain a customer focus throughout all functions
18Focusing on Tangibles Associated with the Service: The Sierra Club
19Best Practices for Closing the Communication 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.
25“Relax, It’s FedEx” Campaign Campaign objective:demonstrate that FedEx’s portfolio of services will help businesses meet their needs more effectivelyAimed at all businesses:from small businesses to corporate customersIntegrated marketing communications campaign involves TV, print, and radio adsthe message: the reliability that customers have come to expect is now more certain than ever, so they can “relax”
26FedEx Print Advertisements Ad copy:Keeping costs down is the most important thing. Right after the 107 other things.Give your customers what they want, when they want it with FedEx Ground and the vast FedEx® transportation portfolio. It's a variety of services that is sure to meet your variety of transportation needs. Like giving you product visibility throughout the delivery process via FedEx InSight® so you can increase customer expectations and customer service all while keeping costs down. To find out everything we can do for you call Go.FedEx ( ).distribution.fedex.com/01Relax, it's FedEx.
27FedEx Print Advertisements Ad copy:Make your customers happy, even when they're not.Turn dissatisfied customers into customers who come back. FedEx Ground and the FedEx® transportation portfolio can give you a returns process that's easy for your customers and cost effective for you. Giving the customer what they want, when they want is a must. No matter how many tries it takes. To find out what we can do for you call Go.FedEx ( ).retail.fedex.com/03Relax, it's FedEx.
28FedEx Website www.fedex.com easy to useties in with whole value proposition of campaignPrint ads drive customers to websites with information on how FedEx provides solutions for specific industries:retail, wholesale, apparel
29Sports SponsorshipDoes not tie in directly with the “Relax, It’s FedEx” campaign, but increases brand awareness
30FedEx: Metrics for IMC Campaign FedEx must be able to evaluate the effectiveness of integrated marketing communication campaigncustomer surveys and focus groups about brand awarenessnumber of telephone inquiriesnumber of website hits and click-throughsnumber of shipments by customer segmentgrowth in sales since campaign inception
31FedEx: IMC Campaign Effectiveness Consistency of messageUse narratives to demonstrate service experiencePresents vivid informationPromises what is possibleEncourages word-of-mouth communicationIndirectly features service customers
32FedEx: Internal Communications Service employees must be well versed in what ads are promisingKnowledge of services offered across the organizationcall centersweb designresponse mechanismsInSight (new service offered)Cross-functional communicationoperationspublic relations/marketing