Integrated Services Marketing Communications Chapter 16 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

Communications and the Services Marketing Triangle

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 print 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 public relations pricing service guarantees customer education

Five Major Approaches to Overcome Service Communication Channels

(1) Approaches for Addressing Service Intangibility Use narrative to demonstrate the service experience Present vivid information Use interactive imagery Focus on the tangibles Use brand icons to make the service tangible Use association, physical representation, documentation, and visualization Feature service employees in communication Use buzz or viral marketing Leverage social media Aim messages to influencers Create advertising that generates talk because it is humorous, compelling, or unique Feature satisfied customers in the communication Generate word-of-mouth through employee relationships

(2) Approaches for Managing Service Promises Create a strong service brand Coordinate external communication

Service Branding Model

(3) Approaches for Managing Customer Expectations Make realistic promises Offer service guarantees Offer choices Create tiered-value service offerings Communicate the criteria and levels of service effectiveness

(4) Approaches for Managing Customer Education Prepare customers for the service process Confirm performance to standards and expectations Clarify expectations after the sale Teach customers to avoid peak demand periods and to seek slow demand periods

(5) 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

DHL’s Integrated Marketing Campaign Source: http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1

DHL’s Outdoor Advertising

DHL’s Print Advertising

DHL’s Print Advertising Links to Employees