1. Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin

2. Part 6 MANAGING SERVICE PROMISES 14-2

3. CUSTOMER COMPANY External communications to customers Gap 4: The Communication Gap Provider Gap 4 Service delivery 14-3

4. Key Factors Leading to Provider Gap 4 14-4

5. Integrated Service Marketing Communications  The Need for Coordination in Marketing Communication  Key Service Communication Challenges  Five Categories of Strategies to Match Service Promises with Delivery Chapter14 14-5

6. Objectives for Chapter 14: Integrated Service 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. 14-6

7. Communications and the Services Marketing Triangle 14-7

8. Integrated Service Marketing Communications  Integrated Service 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 14-8

9. Five Major Approaches to Overcome Service Communication Channels 14-9

10. (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 14-10

11. Services Advertising Strategies Matched with Properties of Intangibility 14-11

12. Interactive Imagery: Travelers 14-12

13. Focusing on Tangibles Associated with the Service: The Sierra Club 14-13

14. (2) Approaches for Managing Service Promises  Create a strong service brand  Coordinate external communication 14-14

15. Service Branding Model 14-15

16. (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 14-16

17. (4) Approaches for Managing Customer Education  Prepare customers for the service process  Confirm performance to standards and expectations  Clarify expectations after the sale 14-17

18. (5) Approaches for Managing Internal Marketing Communication  Create effective vertical communications  Create effective horizontal communications  Sell the brand inside the company  Create effective upward communication  Align back-office and support personnel with external customers through interaction or measurement  Create cross-functional teams 14-18

19. Best Practices for Closing the Communication Gap (Gap 4)  Employing integrated service 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. 14-19

20. Service Brand Icons 14-20