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Topics Covered

Topics Covered. Communication strategies Approaches to service promises Managing service promises Ethical issues in communication. ‘At Your Service’ Spotlight: From Russia with love. Superior customer service and real people behind the website.

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Topics Covered

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  1. Topics Covered • Communication strategies • Approaches to service promises • Managing service promises • Ethical issues in communication

  2. ‘At Your Service’ Spotlight: From Russia with love Superior customer service and real people behind the website. • Personalized service message and delivery • Connects with website readers • Creates ‘real-life stories’ • Develops personal relationships • Initial phone contact • Welcome gifts, at home dinner • Post visit communication, photos, referrals • Full service travel arrangements • Guides, price matching • Circumvents obstacles to independent travel • Required registration • Rudimentary transit system • Language, general knowledge barriers

  3. Integrated communication strategiesfor customer service The worst mistake a business can make is to over-promise and under-deliver. • Managing communications and expectations • Integrated marketing communications (IMC) • Consistent, persuasive message • Coordinated message and sources of communication • Branding increasingly important • Create unique identity • Impart meaning beyond functional roles • Steps for brand building: • Analysis of market situation • Development of brand identity • Communication of brand vision • Evaluation of brand’s performance

  4. Approaches to service promises Figure 11.1(Source: Based on Zeithaml et al, 2007)

  5. Managing service promises • Create effective service advertising • Coordinate external communication • Unify communications tools, corporate and brand messages • Consistent, persuasive message to target audiences • Make realistic promises • Accurately reflect what customers will receive • Effective internal communication in an organization • Communications tools may include: • Interactive websites • International conferences • Awards and third-party endorsements • Publicity stunts • Short, online films • Reality shows e.g. ‘Can You Serve?’

  6. Managing service promises - continued • Vivid language that evokes emotion

  7. Managing service promises - continued • Use of employees to establish reliability, perceptions of quality

  8. Managing service promises - continued • Employees portrayed as anticipating wants and needs

  9. Managing service promises - continued • Stunts can generate much-needed publicity

  10. Managing service promises - continued • Branded entertainment, short online films

  11. Service Snapshot: Behind the scenes at the Burj Al Arab • The World’s Most Luxurious Hotel. • Discovery Channel documentary • Featured architecture, technology • Manmade island 280 meters offshore • Rocco interior design • World’s tallest atrium • Service personnel • Personal butlers • Marine biologists • Luxurious facilities • Exclusivity, security and privacy

  12. Ethical issues in communication • Potential misuse of advertising • Internet descriptions and photos • Ethical behavior and service recoveries • Higher satisfaction with ethical service recovery • Product placements not labeled as advertisements

  13. Case Study:Promoting medical tourism with a personal touch Thailand is taking advantage of the new wave of medical tourism. • Level of care and affordability • International accreditation, training • Nurses with advanced degrees • 1:1 nurse to patient ratio • Personalized medical tourism services • Coordinate all aspects of diagnosis, treatment and convalescence • Carefree experience including vacation packages • Services extends to family and friends • Post-procedure communication

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