Download Chapter 16

Integrated Services Marketing
Communications
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16
 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
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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:
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sales and service people
print
Internet
other forms of tangible communication including the servicescape
 How is this done in services?
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advertising
sales presentations
service encounters with employees
servicescape and other tangibles
Internet and web presence
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public relations
pricing
service guarantees
customer education
Five Major Approaches to Overcome
Service Communication Channels
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(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
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 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
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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
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(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
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(5) Approaches for Managing Internal
Marketing Communication
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 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
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DHL’s Integrated Marketing Campaign
Source: http://www.newdhl.com/advertising.asp?cid=dhlbt1hmpg1
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DHL’s Outdoor Advertising
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DHL’s Print Advertising
DHL’s Print Advertising Links to
Employees
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