SERVICE COMMUNICATION STRATEGY

SERVICE COMMUNICATION STRATEGY

1. Service Communication Process

   • Selecting Target Markets
   • Establishing Communication Objectives
   • Setting Communication Budget
   • Formulating the Position Strategy
   • Establishing Media Strategies
   • Monitoring, Evaluating and Controlling the Communication Strategy

2. Challanges

   • Mistargeted Communication
   • Managing expectations and Perceptions
   • Advertising to Employees
   • Selling/Operations Conflicts

3. Guideliness for Developing

   • Word of Mouth
   • Promise what is possible
   • Tangibilize the Intagible
   • Relationship Customer-Provider
   • Reduce Consumer Fear
   • Service Quality Dimensions
   • Differentiate the Service Product
   • Create the Service More Easy Unferstood

4. Proffesional Service Providers

   • Tips
   • Regular Communications with Clients
   • Firm Brochure
   • Inforrmed Office

5. MANAGING THE FIRM'S PHYSICAL EVIDENCE

   • Strategic Role
     • Packaging
     • Facilitating the Service Process
     • Socialiazing Employees and Customers
     • Means for Differentiation
   • SOR Model
   • Serviescapes
     • Remote, Sef-Service, Interpesonal
     • 1. Physical Environmental Decisions
     • 2. Holistic Environment
     • 3. Internal Response Moderators
     • 4. Internal Response
     • 5. Behavior Response to Envronment
   • Managing Senses
     • Sight Appeals
     • Sound Appeals
     • Scent Appeals
     • Touch Appeals
     • Taste Appeals

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