The Art of Service

Marketing
Service marketing is a unique and challenging field, requiring a blend of
creativity and strategy to captivate audiences and meet customer needs.
Join us today to learn about the key principles of service marketing and how
to successfully apply them to your business.
by Vishal Dongare
The Characteristics of Services

Intangibility Inseparability
Services are not physical products, meaning they The production and consumption of services happen
cannot be touched or seen. Rather, they are actions simultaneously. This requires a strong connection
or efforts taken towards a particular outcome. between the service provider and the customer.

Variability Perishability
Services tend to be more variable than goods due Services cannot be stored or saved for later. This
to the human element involved in delivery. Ensuring means that lost capacity cannot be regained,
quality and consistency is essential for customer making it important for service providers to balance
satisfaction. supply and demand.
The 7 Ps of Service Marketing
Product
The service being provided
including its features,
benefits, and customization
options.
Promotion
The methods used to
communicate and promote
the service; including
advertising, sales, and public
relations.
Physical Evidence
The physical elements that customers interact with, such as the facilities, equipment, and packaging.
Price
The amount charged for the
service and the perceived
value to the customer.
People
The employees, personnel,
and customer service
representatives who deliver
the service.
Place
The location and method of
delivery, including
distribution channels and
access.
Process
The procedures, policies, and
overall service process used
to deliver the service.
Challenges in Marketing
Services
1 Intangibility
With no physical product to
show, services can be difficult
to market, and customers
may struggle with
understanding the value or
benefits.
3 Competition
With so many service
providers and options
available, it can be
challenging to stand out in
the crowd and attract new
customers.
2 Customer Experience
Providing a consistently
excellent customer
experience is critical to
retaining customers, but can
be difficult to deliver due to
the human element involved
in service delivery.
4 Trust and Credibility
Customers may be hesitant
to rely on a service due to the
intangible nature of the
product and may require
strong trust signals to feel
confident making a purchase.
Importance of Customer Relationship
Management in Service Marketing
Understanding
Customer Needs
Effective customer relationship
management allows
organizations to better
understand customer needs
and respond to them
proactively.
Building Customer
Loyalty
By providing outstanding
experiences, service providers
can create long-term
relationships with customers
and drive repeat business.
Personalization
Understanding individual
customer needs allows for
personalized service delivery,
which can create a strong
competitive advantage.
Successful Service Marketing
Campaigns

Food Trucks Public Libraries Boutique Fitness Studios

Food trucks have revolutionized Public libraries provide free Boutique fitness studios
the food industry by providing access to books, resources, and differentiate themselves by
affordable, gourmet food on the programs, serving as a community offering specialized classes and a
go. hub and educational resource. highly personalized customer
experience.
Conclusion and Key Takeaways
Emphasize Customer
Experience
Place great emphasis on customer
experience, focusing on quality and
individualized attention to build lasting
relationships.
1 Define Unique Value
Proposition
2 Take time to clearly define what sets
your service apart from the competition
and highlight those differences in your
marketing.
3 Develop Strong Marketing
Strategy
Create a comprehensive marketing
strategy that leverages all seven
elements of the marketing mix to build
brand awareness and drive sales.