SERVICES TRIANGLE[/i]
Service triangle involves 3 types of marketing:
1. EXTERNAL MARKETING
2. INTERNAL MARKETING
3. INTERACTIVE MARKETING
1. External Marketing: "Setting the Promise"[/b][/i]
· Marketing to END-USERS.
· Involves pricing strategy, promotional activities, and all communication with customers.
· Performed to capture the attention of the market, and arouse interest in the service.
2. Internal Marketing: "Enabling the Promise"[/i][/b]
· Marketing to EMPLOYEES.
· Involves training, motivational, and teamwork programs, and all communication with employees.
· Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.
3. Interactive Marketing : (Moment of Truth, Service Encounter)[/i][/b]
· This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service.
· This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
Ways to Use the Services Marketing Triangle
1.[/i][/b] Overall Strategic Assessment:- [/i][/b]
· How is the service organization doing on all three sides of the triangle?
· Where are the weaknesses?
· What are the strengths?
2. Specific Service Implementation:-[/i][/b]
· What is being promoted and by whom?
· How will it be delivered and by whom?
· Are the supporting systems in place to deliver the promised service?
Service triangle involves 3 types of marketing:
1. EXTERNAL MARKETING
2. INTERNAL MARKETING
3. INTERACTIVE MARKETING
1. External Marketing: "Setting the Promise"[/b][/i]
· Marketing to END-USERS.
· Involves pricing strategy, promotional activities, and all communication with customers.
· Performed to capture the attention of the market, and arouse interest in the service.
2. Internal Marketing: "Enabling the Promise"[/i][/b]
· Marketing to EMPLOYEES.
· Involves training, motivational, and teamwork programs, and all communication with employees.
· Performed to enable employees to perform the service effectively, and keep up the promise made to the customer.
3. Interactive Marketing : (Moment of Truth, Service Encounter)[/i][/b]
· This refers to the decisive moment of interaction between the front-office employees and customers, i.e. delivery of service.
· This step is of utmost importance, because if the employee falters at this level, all prior efforts made towards establishing a relationship with the customer, would be wasted.
Ways to Use the Services Marketing Triangle
1.[/i][/b] Overall Strategic Assessment:- [/i][/b]
· How is the service organization doing on all three sides of the triangle?
· Where are the weaknesses?
· What are the strengths?
2. Specific Service Implementation:-[/i][/b]
· What is being promoted and by whom?
· How will it be delivered and by whom?
· Are the supporting systems in place to deliver the promised service?