Chapter 8

DEVELOPING THE
SERVICE
COMMUNICATION MIX
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ALL RIGHTS RESERVED.

 PRIMARY ROLE OF THE SERVICE
COMMUNICATION MIX

Inform

Persuade

Remind

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 COMMUNICATION MIX
ELEMENTS

Personal Selling

Media Advertising

Publicity and Public Relations

Sales Promotions
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 Differentiation Approaches for Effective Positioning
Product Differentiation Personnel Differentiation
Features Competence
Performance Courtesy
Conformance Credibility
Durability Reliability
Reliability Responsiveness
Repairability Communication
Style
Design (integrates the above) Service Differentiation
Delivery (speed, accuracy)
Image Differentiation Installation
Symbols Customer training
Written, audio/visual media Consulting service
Atmosphere Repair
Events Miscellaneous service
Source: Adapted from Philip Kotler, Marketing Management, 9th ed. (Englewood Cliffs, NJ: Prentice-Hall, 1997), p. 283.

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 Communication Content and Objectives
Product Life
Cycle Stage Communication Content Communication Objectives

Introduction Informational Introduce the service offering

Growth and maturity
Maturity and decline
Create brand awareness
Prepare the way for personal selling efforts
Informational and persuasive Encourage trial
Create a positive attitude relative to
competitive offerings
Provoke an immediate buying action
Enhance the firms image
Persuasive and reminder Encourage repeat purchases
Provide ongoing contact
Express gratitude to existing customer
base
Confirm past purchase decisions

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 SERVICE PROVIDERS
AND THEIR FUNCTIONS

Type 1 Staff
Deal with customers quickly and effectively
once only situations
Type 2 Staff
Requires some independent decision making
More intense communication than Type 1
Type 3 Staff
Tasks are complex and often nonrepeatable
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 THE COMMUNICATIONS MIX
AS IT RELATES TO THE CONSUMER
DECISION PROCESS

Preconsumption Considerations
reducing perceived risk
Consumption Considerations
providing customers with a clear script
Postconsumption Considerations
managing customer expectations

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 SPECIAL PROBLEMS OF THE
SERVICE COMMUNICATIONS MIX

Mistargeted Communications
Managing Expectations
Technical service quality

Advertising to Employees
Selling/Operations Conflicts
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 GENERAL GUIDELINES FOR DEVELOPING
SERVICE COMMUNICATIONS

Develop a word-of-mouth communications

network
Promise what is possible
Tangibilize the intangible
Feature working relationships between
customer and provider
Reduce consumer fears about variation in
performance
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 The Impact of Intangibility: Different
Communication Strategies for Different Products
Tangible Tangible
dominant evidence

Perfume

Fast food
outlets

Insurance

Intangible Intangible
dominant image
Source: Adapted from G. Lynn Shostack, Breaking Free from Product Marketing, The Journal of Marketing (April 1977).

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 GENERAL GUIDELINES FOR DEVELOPING
SERVICE COMMUNICATIONS

Reduce consumer fears about variation in

performance
Determine and focus on service quality
dimensions
Differentiate the service product from
service delivery
Make the service more easily understood

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 SPECIAL COSIDERATIONS
FOR SERVICE PROFESSIONALS

Third-party accountability
Client uncertainty
Experience is essential
Limited differentiability
Maintaining quality control

COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 SPECIAL CONSIDERATIONS
FOR SERVICE PROFESSIONALS

Turning doers into sellers

Dividing the professionals time between
marketing and operations
Tendencies to be reactive rather than
proactive
The effects of advertising are unknown
Limited marketing knowledge base
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.

 COMMUNICATIONS TIPS
FOR PROFESSIONALS

Turn current clients into company

spokespersons
First impressions are everything
Create visual pathways that reflect quality
Establish regular communications with
clients
Develop a firm brochure
An informed office staff is vital
COPYRIGHT 2002 Thomson Learning, Inc. Thomson Learning is a trademark used herein under license.

ALL RIGHTS RESERVED.