DEFINITION

Integrated marketing communication builds a strong brand identity in marketplace by trying together and reinforcing all your images and messages. IMC means that all your corporate messages, positioning and images and identity coordinated across all venues. It means that your pr materials say the same things as your direct mail campaign and your advertising has the same look and feel as your web site.

MARKETING TRAINGLE AND COMMUNICATION

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

CUSTOMERS

SERVICESCAPES

Service Communication Problems

Inadequate management of service promises
Promises are made before the actual delivery Demand and supply variations also contribute.

Inadequate management of customer expectations

Inadequate customer education

Setting of unrealistic expectations Pressure to over promise under tough competition while introducing new services Example of McDonalds receptionist and Wake up call at right time Difference between service deliver and promises due to lack of info at customers end Services high in credence High involvement service with new customer entering Where demand and supply are not synchronized Coord inside the org between mktg and operations Horizontal comm is very important Consistency in rules and regulations

Inadequate internal marketing communications

MANAGING SERVICE PROMISES

MANAGE CUSTOMER EXPECTATIONS

MANAGE SERVICE PROMISES

GOAL DELIVERY GREATER THAN OR EQUAL TO PROMISES

IMPROVE CUSTOMERS EDUCATION

MANAGE INTERNAL MARKETING COMMUNICATION

STRATEGIES TO MATCH SERVICES AND PROMISES WITH DELIVERY

Manage service promises Manage customer expectation Improve customer education Manage internal marketing communication

MANAGING SERVICE PROMISES

CREATE EFFECTIVE SERVICE COMM
PRESENT VIVID INFORMATION USE INTERACTIVE IMAGERY FOCUS ON TANGIBLES FEATURE SERVICE EMPLOYEES IN COMM PROMISE WHAT IS POSSIBLE ENCOURAGE WORD OF MOUTH COMM
FEATURE SERVICE CUSTOMERS

COORDINATE EXTERNAL COMM

MAKE REALISTIC PROMISES OFFER SERVICE GUARANTEES

Manage Customer Expectations

Offer choices Create tiered-value service offerings Communicate the criteria and level of service effectiveness Negotiate unrealistic expectations
Offer choices Create tiered Value offerings Communicate Criteria for Service Effectiveness Negotiate Unrealistic Expectation

Goal delivery greater Than or equal to Promises

Improve Customer Education

Prepare customers for the service process Confirm performance to standards and expectations Clarify expectation after the sale Teach customer to avoid peak demands and seek slow demand periods

Goal Delivery Greater than Or equal To promises

Prepare confirm Customers performance for the to standards Service Process

clarify expectation after the sale

teach customers to avoid peak demand periods and seek slow Periods

MANAGE INTERNAL MARKETING COMMUNICATION

CREATE EFFECTIVE VERTICAL COMMUNICATIONS CREATE EFFECTIVE HORIZONTAL COMMUNICATIONS
ALIGN BACK-OFFICE AND SUPPORT PERSONAL WITH EXTERNAL CUSTOMERS THROUGH: INTERACTION MEASUREMENT CREATE CROSS- FUNCTIONAL TEAM

Goal delivery greater than Or equal to promises

Create effectiveness Vertical Communication Create effective Horizontal Communications Align back-office Personal with External customers Create Cross-functional Teams

EXCEEDING CUSTOMERS EXPECTATIONS

Caveats and strategies Demonstrate understanding of customer expectations: need to know and communicate back to the customers Unless u understand the requirement, meeting expectations is beyond. Leverage the delivery dimensions Comm during delivery of service creates reliability Process dimension Under promise and over deliver
Customers get to know; expect more It potentially reduces the competitive advantage

Position unusual service as unique not the standard