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MANAGING SERVICE
PROMISES

Session: 13 & 14
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Provider Gap 4
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Key Factors Leading to Provider Gap 4

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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
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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:
 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
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Five Major Approaches to Overcome

Service Communication Channels

(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
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(2) Approaches for Managing Service

Promises
 Create a strong service brand

 Coordinate external communication

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(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
 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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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.