© 2000 The McGraw-Hill Companies Part 5 MANAGING SERVICE PROMISES McGraw-Hill © 2000 The McGraw-Hill Companies

External Communications to Customers Provider GAP 4 CUSTOMER Service Delivery External Communications to Customers COMPANY GAP 4 Part 5 Opener

© 2000 The McGraw-Hill Companies Chapter 15 INTEGRATED MARKETING COMMUNICATION McGraw-Hill © 2000 The McGraw-Hill Companies

Objectives for Chapter 15: Integrated Services Marketing Communications Introduce the concept of Integrated Services 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

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

Approaches for Integrating Services Marketing Communication Figure 15-3 Approaches for Integrating Services Marketing Communication Manage Customer Expectations Goal: Delivery greater than or equal to promises Manage Service Promises Improve Customer Education Manage Internal Marketing Communication

Figure 15-4 Approaches for Managing Service Promises Goal: Delivery greater than or equal to promises Create Effective Services Communications Coordinate External Communication Offer Service Guarantees Make Realistic Promises

Figure 15-8 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

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

Approaches for Managing Internal Marketing Communications 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