Service Marketing and Social Media

‘Marketing’, it was said in the early days, ‘is all about appearance’. However, these days this view has somewhat changed except in the service industry, where appearances still matters to perhaps an even greater deal than in marketing products. You, or your company, need to look good in the eyes of your clients; otherwise they will think twice about buying what you sell – and more often than not, that is something that you cannot afford. Given, marketing your services through a reign of terror has worked. Consider for example the campaigns orchestrated by Gundukady Shabu in Kerala, India. They were highly successful in making people pay what his gang offered – protection – under threat of violence until the unfortunate defenestration of Shabu at the hands of an angry mob.

Normally though, a key to ‘look good’ and have success in your service marketing efforts is to recognise and meet customer expectations. To do so involve a clear understanding of the criteria used to outline these expectations, knowing that consumers of services rate not only the result of the service encounter but also the experience of taking part in it. For example, an assessment of a haircut depends not only on the quality of the cut but also the experience of having a haircut. Hence, the hairdresser needs not only to be skilled with the scissors, but also the ability to converse in an interesting and relaxing manner. The challenge met by a marketer is thus the way to communicate these two criteria. To better understand how the service marketing campaign should be conducted to suit your line of business, these ideas may be used when evaluating the outcome and experience of a service encounter.

• Access – Is the service offered at suitable locations and times with little waiting?
• Communication – Is the service described clearly and truthfully?
• Capability – Do staff have the necessary skills and knowledge?
• Courtesy – Do service staff act in a friendly and courteous manner?
• Reliability – Can customers trust the service and its staff?
• Receptiveness – How quickly do service staff react to customer problems, needs and questions?
• Tangibles – How well run is the tangible evidence of the service?
• Understanding – Does it appear that the supplier understands expectations?

An important tool to understand customer expectations is the various social media instrument that exists. Creating forums, Facebook accounts and twitter pages can go a long way. Are your clients satisfied? Good, then try to get to know why by communicating on the equal level that social media platforms offer. More often than not you might find that having an open debate is better in the long run instead of censoring critical voices. Critical voices form an important check-list for service providers wishing to understand how their customers judge them.

Image by postaletrice

Communications