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Managing Service Promises

This document discusses strategies for managing service promises through integrated marketing communications. It identifies five approaches: 1) addressing service intangibility through vivid descriptions, 2) managing service promises by coordinating messaging, 3) managing customer expectations by making realistic promises and guarantees, 4) managing customer education, and 5) managing internal communications. The best practices are employing integrated strategies, managing expectations, and developing internal communication to align promises with delivery.

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Aryan
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248 views12 pages

Managing Service Promises

This document discusses strategies for managing service promises through integrated marketing communications. It identifies five approaches: 1) addressing service intangibility through vivid descriptions, 2) managing service promises by coordinating messaging, 3) managing customer expectations by making realistic promises and guarantees, 4) managing customer education, and 5) managing internal communications. The best practices are employing integrated strategies, managing expectations, and developing internal communication to align promises with delivery.

Uploaded by

Aryan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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16-1

MANAGING SERVICE
PROMISES

Session: 13 & 14
16-2

Provider Gap 4
16-3

Key Factors Leading to Provider Gap 4


16-4

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
16-5

Integrated Services Communications


 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  public relations
 sales presentations  pricing
 service encounters with employees  service guarantees
 servicescape and other tangibles  customer education
 Internet and web presence
16-6

Five Major Approaches to Overcome


Service Communication Channels
16-7

(1) Approaches for Addressing


Service Intangibility
 Use narrative to  Use buzz or viral marketing
demonstrate the service  Leverage social media
experience  Aim messages to
 Present vivid information influencers
 Use interactive imagery  Create advertising that
 Focus on the tangibles generates talk because it is
 Use brand icons to make humorous, compelling, or
the service tangible unique
 Use association, physical  Feature satisfied
representation, customers in the
documentation, and communication
visualization  Generate word-of-mouth
 Feature service employees through employee
in communication relationships
16-8

(2) Approaches for Managing Service


Promises
 Create a strong service brand

 Coordinate external communication


16-9

(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
16-10

(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
16-11

(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
16-12

Best 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.

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