1. © 2000 The McGraw-Hill Companies
Part 5
MANAGING SERVICE PROMISES
McGraw-Hill
© 2000 The McGraw-Hill Companies

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

3. © 2000 The McGraw-Hill Companies
Chapter 15
INTEGRATED MARKETING COMMUNICATION
McGraw-Hill
© 2000 The McGraw-Hill Companies

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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