Improve customer education

Customer must perform their role properly for service to be effective Communication to customer take the form of customer education

Improve Customer Education

Prepare customer for the service process

Teach customers Confirm Clarify to avoid peak performance Expectations demand periods to standards after the sale and seek slow periods

1. Prepare customer for the service process Make sure that customers perform their roles properly Prepare customers for subsequent actions Educate inexperienced customer for new service process 2. Confirm performance to standards and expectation communicate to customers about its accomplishments

 Situation happens under following conditions

a. Customers cant evaluate effectiveness of a service b. Decision makers in service purchase is a person different from the users of the service c. Service is invisible d. Provider depends on others to perform some of the actions to fulfill customer expectations

3. Clarify the expectations after the sale Clarification is needed when service involved handoff between sales and operation Clarifying expectation with customer helps the service delivery arm of align with customer expectation Sales persons should be motivated to communicate on realistic things what company can provide Avoid future disappointments by clarifying what was promised

4. Teach customers to avoid peak demand period and seek slow demand period Few customers want to face lines or delays in receiving services Giving prior notice of busy time to customer is best option to deal with customer waits Educating customers to avoid peak time benefits both customers and companies

Manage internal marketing communication

Goal : Delivery Greater than or equal to promises

Create effective vertical communicatio n

Create effective Align backhorizontal office communication personnel with external customers

Create crossfunctional teams

1. Create effective vertical communication Vertical communication: Downward and Upward communication Downward communication: From management to employees Company helps customer to perform successful interactive marketing Successful downward communication is keeping employee informing everything's Absent of vertical communication suffer both customer and employee Upward communication: From employee to management Necessary in closing gap between service delivery and service promises

2. Create effective horizontal communication Communication across functional boundaries in an organization Effective horizontal communication is to open channels of communication between: a. Marketing department and operations personnel b. Sales and operation

3. Align back officer and support personnel with external communication through interaction or measurement They do not interact directly with external customers Miss the bounding fail to gain the skills and reward

Interaction: Facilitate interaction between back-office and support personnel and external customers Measurement: Measurement are established on the basic of employees performance Approach provides feedback but lacks motivation and rewards Trace the cause to each internal department

4. Create cross functional team Involve employees in cross functional teams to align their jobs with end customer requirements Approach has representatives form all the areas Each member brings their function perspective and open communication