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Creative IDeas Marketing
Interim Marketing and Service Product Management




                                        Marketing Services
                                                  What – Why – How




Dee Davey l Creative Ideas Marketing
www.CreativeIdeasMarketing.com
www.CreativeIdeasMarketing.com
Creative IDeas Marketing
Interim Marketing and Service Product ManagementMarketing.com
dee.davey@CreativeIdeasMarketing.com
dee.davey@CreativeIdeas
Agenda


                                                   What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services




           Dee Davey, Creative Ideas Marketing talks to
         LA2M - Lunch Ann Arbor Marketing, Aug 26, 2009
Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Acts or Deeds
• Tangible Acts
           •      People
                                                                                Options
           •      Goods                                   Vehicle                and
• Intangible Acts                                     .                         Extras


Degrees of Tangibility
                                                                    Transport
Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                                Why Services are Different
         Services
                                                                  How to Market Services
                                                                                                      Teaching
                                                                                                  Nursing
                                                                                             Theatre
                                                                                                                            Intangible
                                                                      Advertising Agency
                                                                          Air Travel                                        Elements
                                                                   Television
                                                                                                                            Dominate




                                                                Fast Food Shop
                                                          Tailored Suit
                                                   Car
                                      House
                    Dog Food
              Necktie                              Tangible Elements Dominate
 Salt
Creative IDeas Marketing
Interim Marketing and Service Product Management   Source: G Lynn Shostack, “How to Design a Service”, European Journal of Marketing, Vol 16, No 1
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Service vs Product Differences
•       Performed
•       Experienced
•       Intangible
•       Highly Dependent on Human Element
•       Knowledge / Labor Intensive

• 7 not 4 Ps

Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                          Why Services are Different
                                                            How to Market Services


Marketing
                      BUSINESS PLANNING                                   MARKETING COMMUNICATION
                     SERVICE DEVELOPMENT                                       (SHOW & TELL)




                                                                                                               REVIEW
             WHAT,
             WHY                                                           INTERNAL            EXTERNAL
             FOR WHOM                                HOW TO DELIVER        COMMUNICATION       COMMUNICATION




                                              Quality …………Corporate Identity ……… Branding

                                                   Business Plan - Costs / Business Forecast




Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Service vs Product Differences
• 7 not 4 Ps

•       Product                                       •   People
•       Price                                         •   Process
•       Place                                         •   Physical Evidence
•       Promotion


Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Service Marketing Objectives
• Make it Feel Real
• Show Proof
• Sell Value / Benefits                                                    .

• Build Trust                                                              .

• Improve Visibility / Tangibility                                         .


Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Value /                                   Why Services are Different
         Benefits
                                                   How to Market Services


Marketing Tool - Service Description
                                                                                                               Voice Readiness Assessment


• What                                                                                                         Service Description
                                                                                                               Objective: Establish if the network is ready for Voice over IP implementation
                                                                                                               Why:    When implementing VoIP it is important to understand the implications of
                                                                                                                       convergence on the existing network infrastructure. This is because voice, unlike
                                                                                                                       data, is time-critical. In other words lost or delayed packets of “voice” will affect the
                                                                                                                       quality of a telephone call and affect how a call will sound. Factors such as
                                                                                                                       bandwidth loads, bottlenecks in the network, and how the network is configured may
                                                                                                                       all impact on voice quality.
                                                                           This service uses Siemens tools to load theA Voice Readiness Assessment provides confidence the data network is compliant
                                                                                                                            network with simulated voice




• Why
                                                                           traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony
                                                                                                                           with minimum requirements in
                                                                           voice traffic but without the ability to add telephony handsets to talk and listen
                                                                                                                           but can also be considered as a thorough network Health Check.
                                                                           although one ‘real’ conversation can be held between the test devices.
                                                                           Simulated voice calls will be generated betweensuccess of setVoice over IP (VoIP) solution is heavily dependant on the
                                                                                                                           The test points a up with ‘real’
                                                                           telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is
                                                                                                                            call arrival patterns.
                                                                   •   Testing of voice critical parameters:           essential that the network be assessed prior to the implementation of such a solution.

                                                                                 •   Delay                             This is primarily because voice, unlike most data applications, is real-time and
                                                                                                                       performance characteristics such as delay, packet loss and jitter can have serious,
                                                                                 •   Packet loss                       negative impacts on quality. Unless a network has been assessed for suitability there
                                                                                 •   Jitter                            is a real risk that the quality and performance of voice communication is significantly




• Scope
                                                                                                                       below user expectation.
                                                                                 •   Capacity
                                                                                                               What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service
                                                                   •   Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The
                                                                                                                           to
                                                                   •   Assessment of data network capabilities (routers, switches and links) for VoIP check the network suitability for applications that are to
                                                                                                                     data gathered can be used to
                                                                                                                       be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a
                                                                   •   Recommendations of limitations, improvementsplanning basis for long-term network expansions or optimisations. A Siemens
                                                                                                                    or suggested change.
                                                                                                                       Network Engineer will measure critical network parameters such as delay, packet
                                                                                                                       loss, jitter and potential voice quality. Comment will also be offered on security
                                                            CustomerCustomer Benefits
                                                           1.1.1.1.1.1.1.1.1
                                                           Proactive problem resolution
                                                                                                       aspects of the engagement.
                                                                                                       Siemens take a consultative approach to determine the impact of current and
                                                            Benefits of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance,
• Customer Benefits                                           • Awareness

                                                                   •
                                                                       VoIP

                                                                       between given test points
                                                           Improvements and optimisation
                                                                                                       future network applications,
                                                                                                                       recommend changes that need to be considered before implementing time
                                                                       Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in
                                                                                                                       critical applications such
                                                                                                                       the form of a report. Network testing puts a load on the network and therefore
                                                                                                                       client should anticipate fluctuation in performance of the network during
                                                                                                                       simulation periods.
                                                                   •   Improved network Quality of Service and prevent bottlenecks that could degrade
                                                                       VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers,
                                                                                                                    A Voice Readiness Assessment
                                                                                                                       with experience of voice and data, will enable you to transform your network into a
                                                                   •   Increase internal and external customer satisfaction functioning IP-enabled infrastructure.
                                                                                                                      fully by validating voice and data
                                                                       application performance
                                                                                                              Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client
                                                                   •   Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This
                                                                                                                       network but can prepared to
                                                                       operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T
                                                                   •                                                   recommendation G.114..
                                                                       Ensure there is sufficient bandwidth for continued high voice quality between
                                                                       given test points
                                                                                                               This service may be performed at various levels:
                                                           Planning for future
                                                                                                                           •   An extension to Advanced Audit and Capacity Analysis services
                                                                   •   Plan business effectively by gaining a clear understanding of how implementing
                                                                                                                           •
                                                                       VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice
                                                           Investment protection                                               traffic, configuration requirements and the network capacity needed
                                                                                                                               for the planned extra traffic
                                                                   •   Clients acquire detailed information about their network without the investment in
                                                                       expensive network testing tools and training.        • Full emulation of voice services across the LAN/WAN representing
                                                                   •                                                           real levels of planned voice traffic
                                                                       Leverage the investments in existing network infrastructure, including installed
                                                                       equipment, operating software and applications
                                                           1.1.1.1.1.1.1.1.2
                                                           1.1.1.1.1.1.1.1.3         Service Deliverables


Creative IDeas Marketing
                                                                       Siemens delivers a formal report with recommended enhancements to the
                                                                       network to successfully support VoIP including:


Interim Marketing and Service Product Management
What are Services
         Service                                   Why Services are Different
         Description
                                                   How to Market Services
                                                                                                                         Voice Readiness Assessment
                                                                                                                         Service Description
                                                                                                                         Objective: Establish if the network is ready for Voice over IP implementation
                                                                                                                         Why:    When implementing VoIP it is important to understand the implications of
                                                                                                                                 convergence on the existing network infrastructure. This is because voice, unlike
                                                                                                                                 data, is time-critical. In other words lost or delayed packets of “voice” will affect the
                                                                                                                                 quality of a telephone call and affect how a call will sound. Factors such as
                                                                                                                                 bandwidth loads, bottlenecks in the network, and how the network is configured may
                                                                                                                                 all impact on voice quality.
                                                                                     This service uses Siemens tools to load the networkReadiness Assessment provides confidence the data network is compliant
                                                                                                                                     A Voice with simulated voice
                                                                                     traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony
                                                                                                                                     with minimum requirements in
                                                                                     voice traffic but without the ability to add telephony handsetsconsideredlisten thorough network Health Check.
                                                                                                                                     but can also be to talk and as a
                                                                                     although one ‘real’ conversation can be held between the test devices.
                                                                                     Simulated voice calls will be generated betweensuccess of set up with ‘real’ (VoIP) solution is heavily dependant on the
                                                                                                                                     The test points a Voice over IP




External - Customer / Partner
                                                                                     telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is
                                                                                                                                      call arrival patterns.
                                                                                                                                 essential that the network be assessed prior to the implementation of such a solution.
                                                                             •   Testing of voice critical parameters:
                                                                                           •   Delay
                                                                                                                                 This is primarily because voice, unlike most data applications, is real-time and
                                                                                                                                 performance characteristics such as delay, packet loss and jitter can have serious,
                                                                                           •   Packet loss                       negative impacts on quality. Unless a network has been assessed for suitability there
                                                                                           •   Jitter
                                                                                                                                 is a real risk that the quality and performance of voice communication is significantly
                                                                                                                                 below user expectation.
                                                                                           •   Capacity
                                                                                                                         What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service
                                                                             •   Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The
                                                                                                                                    to
                                                                             •
                                                                                                                                 data gathered can be used to check the network suitability for applications that are to
                                                                                 Assessment of data network capabilities (routers, switches and links) for VoIP
                                                                                                                                 be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a
                                                                             •   Recommendations of limitations, improvements or suggested change.
                                                                                                                             planning basis for long-term network expansions or optimisations. A Siemens
                                                                                                                                 Network Engineer will measure critical network parameters such as delay, packet
                                                                                                                                 loss, jitter and potential voice quality. Comment will also be offered on security
                                                                     1.1.1.1.1.1.1.1.1         Customer Benefits                 aspects of the engagement.
                                                                     Proactive problem resolution                             Siemens take a consultative approach to determine the impact of current and
                                                                            • Awareness of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance,
                                                                                                                              future network applications,
                                                                               VoIP                                           recommend changes that need to be considered before implementing time




• Create / Articulate Value
                                                                            • Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in
                                                                                                                              critical applications such
                                                                               between given test points                      the form of a report. Network testing puts a load on the network and therefore
                                                                     Improvements and optimisation
                                                                                                                              client should anticipate fluctuation in performance of the network during
                                                                                                                              simulation periods.
                                                                             •   Improved network Quality of Service and prevent bottlenecks that could degrade
                                                                                 VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers,
                                                                                                                              A Voice Readiness Assessment
                                                                                                                                 with experience of voice and data, will enable you to transform your network into a
                                                                             •   Increase internal and external customer satisfaction functioning IP-enableddata
                                                                                                                                fully by validating voice and infrastructure.
                                                                                 application performance
                                                                                                                         Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client
                                                                             •   Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This
                                                                                                                                network but can prepared to
                                                                                 operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T
                                                                             •                                                   recommendation G.114..
                                                                                 Ensure there is sufficient bandwidth for continued high voice quality between
                                                                                 given test points
                                                                                                                         This service may be performed at various levels:
                                                                     Planning for future
                                                                                                                                     •    An extension to Advanced Audit and Capacity Analysis services
                                                                             •   Plan business effectively by gaining a clear understanding of how implementing
                                                                                                                                     •
                                                                                 VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice
                                                                     Investment protection                                                traffic, configuration requirements and the network capacity needed
                                                                                                                                          for the planned extra traffic




• Manage Expectation
                                                                             •   Clients acquire detailed information about their network without the investment in
                                                                                 expensive network testing tools and training.        • Full emulation of voice services across the LAN/WAN representing
                                                                             •
                                                                                                                                          real levels of planned voice traffic
                                                                                 Leverage the investments in existing network infrastructure, including installed
                                                                                 equipment, operating software and applications
                                                                     1.1.1.1.1.1.1.1.2
                                                                     1.1.1.1.1.1.1.1.3         Service Deliverables
                                                                                 Siemens delivers a formal report with recommended enhancements to the
                                                                                 network to successfully support VoIP including:




• Shape “something to be purchased”
Internal
•       Sales Tool
•       “Job Description”
•       Reduces Variance in Service Delivery
Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                     Why Services are Different
         Services
                                                       How to Market Services
                                                                                                                                                                                                             What are Services
                                                                                                                                                                   Marketing                                 Why Services are Different
                                                                                                                                                                   Services
                                                                                                                                                                                                             How to Market Services



Build Trust                                                                                                           • Business Area
                                                                                                                      • Experience / Knowledge
                                                                                                                                                          Purchase Criteria – IT Services


                                                                                                                      • Industry Experience/Knowledge
Gain Confidence                                                                                                       • Project Experience/ Knowledge
                                                                                                                                        What are Services
                                                                                                                      • Technical Experience/Skills
                                                                                                              Marketing Ability to Commutate with client
                                                                                                                      •                  Why Services are Different
                                                                                                               Services

Deliver the Promise                                                                                                   • ProofHow to Market Services
                                                                                                                                           of Capability
                                                                                                                      • Understanding of Brief and Proposal
                                                                                                                      Creative IDeas Marketing

                                                                                                             Purchase• Criteria – Professional Services
                                                                                                                           Integrity                      Interim Marketing and Service Product Management




                                                                                                             • Listening
• Purchase Criteria                                                                                          • Relationship / Business Management
                                                                                                             • Reliability, Accessibility, Impact
                                                                                                             • Fit, Importance
                                                                                                             What are Services
           •      IT Services                                      Marketing
                                                                   Services
                                                                                                             • Prudence
                                                                                                             Why Services are Different
                                                                                                             • Research – stay on top
                                                                                                             How to Market Services
                                                                                                             • Teaching (Knowledge Transfer)

           •      Professional                            Purchase Criteria –IDeas Marketing
                                                                          Creative Leisure Industry
                                                                                                               Service – Deliver great service as well as great services



                  Services
                                                                                                             Interim Marketing and Service Product Management


                                                          •       Honesty
                                                          •       Communication !!
                                                          •       Relationship / Partnership / People Aspect
           •      Leisure Industry                        •
                                                          •
                                                                  Quality / Reliability
                                                                  Good After Care Service
                  Services                                           •
                                                                     •
                                                                            Communication
                                                                            Service

Creative IDeas Marketing                           .      Creative IDeas Marketing
Interim Marketing and Service Product Management          Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Purchase Criteria – IT Services
•       Business Area
•       Experience / Knowledge
•       Industry Experience/Knowledge
•       Project Experience/ Knowledge
•       Technical Experience/Skills
•       Ability to Commutate with client
•       Proof of Capability
•       Understanding of Brief and Proposal
•       Integrity
Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                             Why Services are Different
         Services
                                                               How to Market Services


Purchase Criteria – Professional Services
•       Listening
•       Relationship / Business Management
•       Reliability, Accessibility, Impact
•       Fit, Importance
•       Prudence
•       Research – stay on top
•       Teaching (Knowledge Transfer)
  Service – Deliver great service as well as great services
Creative IDeas Marketing
Interim Marketing and Service Product Management   Source: Wellesley Hills Group. “How Clients Buy Professional Services”,
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Purchase Criteria – Leisure Industry
•       Honesty
•       Communication !!
•       Relationship / Partnership / People Aspect
•       Quality / Reliability
•       Good After Care Service
           •      Communication
           •      Service


Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Purchase Criteria – Common Factors

•       Experience
•       Knowledge
•       Communication
•       Relationship
•       Quality
•       Reliability

Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Build Trust – People buy People
           •      Market the Competencies of Your People



Show Proof / Evidence
• Successful Delivery
• Credentials

Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Improve Visibility / Tangibility

• Buyers look for Signals of Quality
• Process / Evidence of Quality                                            .




Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Evidence Process Quality
•       Guarantees / SLAs
•       Training / Professional Development
•       Performance Measurement
•       Methodologies
•       Tools
•       Processes

Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
                                       Marketing                                                          Why Services are Different
                                       Services
                                                                                                          How to Market Services

Process / Evidence Quality
                                                                                                                           Outgoing to
                                                                                 Cust         Cust                         DXOutgoing non DX
                                      Balance against What client can deliver]
 Ask Customers what they Want-Need/




                                                                                 Buys         Uses                           B2B utgoing Royal
                                                                                                                               O
                                                                                                                               Mail
                                                                                                                                  Outgoing Carriers
                                                                                 (Signs
                                                                                                  Receives        Outgoing             Outgoing Internal
                                                                                   Up) (A)       Consumabl
                                                                                                         (B)
                                                                                                  es/ Tech           Mail (C)        Income from
                                                                                                                                     DX Income Royal Mail
                                                                                                                      Incoming              Income Carriers
                                                                                                                                 (D)
                                                                                                                         Mail
                                                                                                                         Consumable             Income Internal
                                                                                                                          Re-order (E)

                                                                                                                 Tracking Process         (F)
                                                                                                       Interact with client via People
                                                                                                            Interact with client via Technology
                                                                                 Client      Client                                      Receive / Pay
                                                                                 Sells       Deliver                                         (G)
                                                                                                                                             Bill
Creative IDeas Marketing
Interim Marketing and Service Product Management
What are Services
         Marketing                                 Why Services are Different
         Services
                                                   How to Market Services


Improve Visibility / Tangibility
Physical Evidence

•       Uniforms / Signage
•       Product with Service
•       Documentation



Creative IDeas Marketing
Interim Marketing and Service Product Management
Marketing
         Services


Summary
• What, Why, How

• Value / Benefits

• People
• Process
• Physical Evidence

Creative IDeas Marketing
Interim Marketing and Service Product Management
Marketing
         Services




                                                   Q&A

                                    Dee Davey, Creative Ideas Marketing
                                  dee.davey@CreativeIdeasMarketing.com
                                     www.CreativeIdeasMarketing.com
Creative IDeas Marketing
Interim Marketing and Service Product Management
Marketing
         Services                                                                        Biography

                                      Dee Davey helps businesses become more successful by delivering
                                      strategic market planning, service product development and business operations
                                      improvement projects; primarily for companies who offer technology or business
                                      services to their customers. Her interim marketing business, Creative Ideas
                                      Marketing, started in 2004 in the UK, helps companies adapt and extend client
                                      service offers, helps clients find new sources of revenue and brings ideas for
                                      new service products to life. Creative Ideas Marketing helps businesses who
                                      want to take the next step in marketing their business, but lack the resource or
                                      time to pull it all together.

                                      Dee has extensive marketing experience engaging with mid-sized to major multi-
                                      national technology & service companies including AT&T/NCR, Siemens,
                                      Vodafone, Hays DX, StairMaster and Nautilus. An international marketer
                                      resident in England for 30 years, Dee has a unique ability to view and
                                      understand global marketing issues from a different perspective. Relocated to
                                      Michigan, Creative Ideas Marketing services clients primarily in technology,
                                      telecommunication and health and fitness industry sectors. Dee achieved her
                                      Professional Diploma in Management from the Open University, Open Business
                                      School in 1991, and in the same year her Diploma in Marketing Management
                                      from the United Kingdom’s most stringent professional marketing body, the
                                      Chartered Institute of Marketing.
Creative IDeas Marketing
Interim Marketing and Service Product Management

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Services Marketing For LA2M, 26 Aug 09

  • 1. Creative IDeas Marketing Interim Marketing and Service Product Management Marketing Services What – Why – How Dee Davey l Creative Ideas Marketing www.CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com Creative IDeas Marketing Interim Marketing and Service Product ManagementMarketing.com dee.davey@CreativeIdeasMarketing.com dee.davey@CreativeIdeas
  • 2. Agenda What are Services Marketing Why Services are Different Services How to Market Services Dee Davey, Creative Ideas Marketing talks to LA2M - Lunch Ann Arbor Marketing, Aug 26, 2009 Creative IDeas Marketing Interim Marketing and Service Product Management
  • 3. What are Services Marketing Why Services are Different Services How to Market Services Acts or Deeds • Tangible Acts • People Options • Goods Vehicle and • Intangible Acts . Extras Degrees of Tangibility Transport Creative IDeas Marketing Interim Marketing and Service Product Management
  • 4. What are Services Marketing Why Services are Different Services How to Market Services Teaching Nursing Theatre Intangible Advertising Agency Air Travel Elements Television Dominate Fast Food Shop Tailored Suit Car House Dog Food Necktie Tangible Elements Dominate Salt Creative IDeas Marketing Interim Marketing and Service Product Management Source: G Lynn Shostack, “How to Design a Service”, European Journal of Marketing, Vol 16, No 1
  • 5. What are Services Marketing Why Services are Different Services How to Market Services Service vs Product Differences • Performed • Experienced • Intangible • Highly Dependent on Human Element • Knowledge / Labor Intensive • 7 not 4 Ps Creative IDeas Marketing Interim Marketing and Service Product Management
  • 6. What are Services Marketing Why Services are Different How to Market Services Marketing BUSINESS PLANNING MARKETING COMMUNICATION SERVICE DEVELOPMENT (SHOW & TELL) REVIEW WHAT, WHY INTERNAL EXTERNAL FOR WHOM HOW TO DELIVER COMMUNICATION COMMUNICATION Quality …………Corporate Identity ……… Branding Business Plan - Costs / Business Forecast Creative IDeas Marketing Interim Marketing and Service Product Management
  • 7. What are Services Marketing Why Services are Different Services How to Market Services Service vs Product Differences • 7 not 4 Ps • Product • People • Price • Process • Place • Physical Evidence • Promotion Creative IDeas Marketing Interim Marketing and Service Product Management
  • 8. What are Services Marketing Why Services are Different Services How to Market Services Service Marketing Objectives • Make it Feel Real • Show Proof • Sell Value / Benefits . • Build Trust . • Improve Visibility / Tangibility . Creative IDeas Marketing Interim Marketing and Service Product Management
  • 9. What are Services Value / Why Services are Different Benefits How to Market Services Marketing Tool - Service Description Voice Readiness Assessment • What Service Description Objective: Establish if the network is ready for Voice over IP implementation Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality. This service uses Siemens tools to load theA Voice Readiness Assessment provides confidence the data network is compliant network with simulated voice • Why traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony with minimum requirements in voice traffic but without the ability to add telephony handsets to talk and listen but can also be considered as a thorough network Health Check. although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated betweensuccess of setVoice over IP (VoIP) solution is heavily dependant on the The test points a up with ‘real’ telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is call arrival patterns. • Testing of voice critical parameters: essential that the network be assessed prior to the implementation of such a solution. • Delay This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, • Packet loss negative impacts on quality. Unless a network has been assessed for suitability there • Jitter is a real risk that the quality and performance of voice communication is significantly • Scope below user expectation. • Capacity What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service • Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The to • Assessment of data network capabilities (routers, switches and links) for VoIP check the network suitability for applications that are to data gathered can be used to be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a • Recommendations of limitations, improvementsplanning basis for long-term network expansions or optimisations. A Siemens or suggested change. Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security CustomerCustomer Benefits 1.1.1.1.1.1.1.1.1 Proactive problem resolution aspects of the engagement. Siemens take a consultative approach to determine the impact of current and Benefits of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance, • Customer Benefits • Awareness • VoIP between given test points Improvements and optimisation future network applications, recommend changes that need to be considered before implementing time Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in critical applications such the form of a report. Network testing puts a load on the network and therefore client should anticipate fluctuation in performance of the network during simulation periods. • Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers, A Voice Readiness Assessment with experience of voice and data, will enable you to transform your network into a • Increase internal and external customer satisfaction functioning IP-enabled infrastructure. fully by validating voice and data application performance Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client • Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This network but can prepared to operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T • recommendation G.114.. Ensure there is sufficient bandwidth for continued high voice quality between given test points This service may be performed at various levels: Planning for future • An extension to Advanced Audit and Capacity Analysis services • Plan business effectively by gaining a clear understanding of how implementing • VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice Investment protection traffic, configuration requirements and the network capacity needed for the planned extra traffic • Clients acquire detailed information about their network without the investment in expensive network testing tools and training. • Full emulation of voice services across the LAN/WAN representing • real levels of planned voice traffic Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications 1.1.1.1.1.1.1.1.2 1.1.1.1.1.1.1.1.3 Service Deliverables Creative IDeas Marketing Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including: Interim Marketing and Service Product Management
  • 10. What are Services Service Why Services are Different Description How to Market Services Voice Readiness Assessment Service Description Objective: Establish if the network is ready for Voice over IP implementation Why: When implementing VoIP it is important to understand the implications of convergence on the existing network infrastructure. This is because voice, unlike data, is time-critical. In other words lost or delayed packets of “voice” will affect the quality of a telephone call and affect how a call will sound. Factors such as bandwidth loads, bottlenecks in the network, and how the network is configured may all impact on voice quality. This service uses Siemens tools to load the networkReadiness Assessment provides confidence the data network is compliant A Voice with simulated voice traffic and report quantitatively on the results. The simulated traffic is actual order to meet user expectations for voice telephony with minimum requirements in voice traffic but without the ability to add telephony handsetsconsideredlisten thorough network Health Check. but can also be to talk and as a although one ‘real’ conversation can be held between the test devices. Simulated voice calls will be generated betweensuccess of set up with ‘real’ (VoIP) solution is heavily dependant on the The test points a Voice over IP External - Customer / Partner telephony parameters like call duration andperformance of the established data network and for this reason Siemens believe it is call arrival patterns. essential that the network be assessed prior to the implementation of such a solution. • Testing of voice critical parameters: • Delay This is primarily because voice, unlike most data applications, is real-time and performance characteristics such as delay, packet loss and jitter can have serious, • Packet loss negative impacts on quality. Unless a network has been assessed for suitability there • Jitter is a real risk that the quality and performance of voice communication is significantly below user expectation. • Capacity What: A Voice Readiness Assessment examines characteristics, load, & Quality of Service • Identify if network resilience or security is an issuesupport real-time traffic to ensure the quality and security of VoIP operability. The to • data gathered can be used to check the network suitability for applications that are to Assessment of data network capabilities (routers, switches and links) for VoIP be newly introduced; to eliminate network bottlenecks or troubleshoot; and/or as a • Recommendations of limitations, improvements or suggested change. planning basis for long-term network expansions or optimisations. A Siemens Network Engineer will measure critical network parameters such as delay, packet loss, jitter and potential voice quality. Comment will also be offered on security 1.1.1.1.1.1.1.1.1 Customer Benefits aspects of the engagement. Proactive problem resolution Siemens take a consultative approach to determine the impact of current and • Awareness of network limitations /enhancements needed to successfully supportprovide advice on how to improve performance, future network applications, VoIP recommend changes that need to be considered before implementing time • Create / Articulate Value • Confidence that there is sufficient bandwidth for continued high voice quality as Voice over IP, and provide recommendations in critical applications such between given test points the form of a report. Network testing puts a load on the network and therefore Improvements and optimisation client should anticipate fluctuation in performance of the network during simulation periods. • Improved network Quality of Service and prevent bottlenecks that could degrade VoIP performance—without wasting staff resources on complex troubleshooting delivered by Siemens Cisco accredited engineers, A Voice Readiness Assessment with experience of voice and data, will enable you to transform your network into a • Increase internal and external customer satisfaction functioning IP-enableddata fully by validating voice and infrastructure. application performance Scope: This is designed as a precursor to implementing Voice over IP (VoIP) in client • Provide peace of mind in knowing the infrastructure will be better also be considered as a thorough network Health Check. This network but can prepared to operate efficiently implementing Voice over IP exercise is independent of voice vendor with performance compared to the ITU-T • recommendation G.114.. Ensure there is sufficient bandwidth for continued high voice quality between given test points This service may be performed at various levels: Planning for future • An extension to Advanced Audit and Capacity Analysis services • Plan business effectively by gaining a clear understanding of how implementing • VoIP may impact the network infrastructure in the futureThis reports on the network components, their suitability to carry voice Investment protection traffic, configuration requirements and the network capacity needed for the planned extra traffic • Manage Expectation • Clients acquire detailed information about their network without the investment in expensive network testing tools and training. • Full emulation of voice services across the LAN/WAN representing • real levels of planned voice traffic Leverage the investments in existing network infrastructure, including installed equipment, operating software and applications 1.1.1.1.1.1.1.1.2 1.1.1.1.1.1.1.1.3 Service Deliverables Siemens delivers a formal report with recommended enhancements to the network to successfully support VoIP including: • Shape “something to be purchased” Internal • Sales Tool • “Job Description” • Reduces Variance in Service Delivery Creative IDeas Marketing Interim Marketing and Service Product Management
  • 11. What are Services Marketing Why Services are Different Services How to Market Services What are Services Marketing Why Services are Different Services How to Market Services Build Trust • Business Area • Experience / Knowledge Purchase Criteria – IT Services • Industry Experience/Knowledge Gain Confidence • Project Experience/ Knowledge What are Services • Technical Experience/Skills Marketing Ability to Commutate with client • Why Services are Different Services Deliver the Promise • ProofHow to Market Services of Capability • Understanding of Brief and Proposal Creative IDeas Marketing Purchase• Criteria – Professional Services Integrity Interim Marketing and Service Product Management • Listening • Purchase Criteria • Relationship / Business Management • Reliability, Accessibility, Impact • Fit, Importance What are Services • IT Services Marketing Services • Prudence Why Services are Different • Research – stay on top How to Market Services • Teaching (Knowledge Transfer) • Professional Purchase Criteria –IDeas Marketing Creative Leisure Industry Service – Deliver great service as well as great services Services Interim Marketing and Service Product Management • Honesty • Communication !! • Relationship / Partnership / People Aspect • Leisure Industry • • Quality / Reliability Good After Care Service Services • • Communication Service Creative IDeas Marketing . Creative IDeas Marketing Interim Marketing and Service Product Management Interim Marketing and Service Product Management
  • 12. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – IT Services • Business Area • Experience / Knowledge • Industry Experience/Knowledge • Project Experience/ Knowledge • Technical Experience/Skills • Ability to Commutate with client • Proof of Capability • Understanding of Brief and Proposal • Integrity Creative IDeas Marketing Interim Marketing and Service Product Management
  • 13. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Professional Services • Listening • Relationship / Business Management • Reliability, Accessibility, Impact • Fit, Importance • Prudence • Research – stay on top • Teaching (Knowledge Transfer) Service – Deliver great service as well as great services Creative IDeas Marketing Interim Marketing and Service Product Management Source: Wellesley Hills Group. “How Clients Buy Professional Services”,
  • 14. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Leisure Industry • Honesty • Communication !! • Relationship / Partnership / People Aspect • Quality / Reliability • Good After Care Service • Communication • Service Creative IDeas Marketing Interim Marketing and Service Product Management
  • 15. What are Services Marketing Why Services are Different Services How to Market Services Purchase Criteria – Common Factors • Experience • Knowledge • Communication • Relationship • Quality • Reliability Creative IDeas Marketing Interim Marketing and Service Product Management
  • 16. What are Services Marketing Why Services are Different Services How to Market Services Build Trust – People buy People • Market the Competencies of Your People Show Proof / Evidence • Successful Delivery • Credentials Creative IDeas Marketing Interim Marketing and Service Product Management
  • 17. What are Services Marketing Why Services are Different Services How to Market Services Improve Visibility / Tangibility • Buyers look for Signals of Quality • Process / Evidence of Quality . Creative IDeas Marketing Interim Marketing and Service Product Management
  • 18. What are Services Marketing Why Services are Different Services How to Market Services Evidence Process Quality • Guarantees / SLAs • Training / Professional Development • Performance Measurement • Methodologies • Tools • Processes Creative IDeas Marketing Interim Marketing and Service Product Management
  • 19. What are Services Marketing Why Services are Different Services How to Market Services Process / Evidence Quality Outgoing to Cust Cust DXOutgoing non DX Balance against What client can deliver] Ask Customers what they Want-Need/ Buys Uses B2B utgoing Royal O Mail Outgoing Carriers (Signs Receives Outgoing Outgoing Internal Up) (A) Consumabl (B) es/ Tech Mail (C) Income from DX Income Royal Mail Incoming Income Carriers (D) Mail Consumable Income Internal Re-order (E) Tracking Process (F) Interact with client via People Interact with client via Technology Client Client Receive / Pay Sells Deliver (G) Bill Creative IDeas Marketing Interim Marketing and Service Product Management
  • 20. What are Services Marketing Why Services are Different Services How to Market Services Improve Visibility / Tangibility Physical Evidence • Uniforms / Signage • Product with Service • Documentation Creative IDeas Marketing Interim Marketing and Service Product Management
  • 21. Marketing Services Summary • What, Why, How • Value / Benefits • People • Process • Physical Evidence Creative IDeas Marketing Interim Marketing and Service Product Management
  • 22. Marketing Services Q&A Dee Davey, Creative Ideas Marketing dee.davey@CreativeIdeasMarketing.com www.CreativeIdeasMarketing.com Creative IDeas Marketing Interim Marketing and Service Product Management
  • 23. Marketing Services Biography Dee Davey helps businesses become more successful by delivering strategic market planning, service product development and business operations improvement projects; primarily for companies who offer technology or business services to their customers. Her interim marketing business, Creative Ideas Marketing, started in 2004 in the UK, helps companies adapt and extend client service offers, helps clients find new sources of revenue and brings ideas for new service products to life. Creative Ideas Marketing helps businesses who want to take the next step in marketing their business, but lack the resource or time to pull it all together. Dee has extensive marketing experience engaging with mid-sized to major multi- national technology & service companies including AT&T/NCR, Siemens, Vodafone, Hays DX, StairMaster and Nautilus. An international marketer resident in England for 30 years, Dee has a unique ability to view and understand global marketing issues from a different perspective. Relocated to Michigan, Creative Ideas Marketing services clients primarily in technology, telecommunication and health and fitness industry sectors. Dee achieved her Professional Diploma in Management from the Open University, Open Business School in 1991, and in the same year her Diploma in Marketing Management from the United Kingdom’s most stringent professional marketing body, the Chartered Institute of Marketing. Creative IDeas Marketing Interim Marketing and Service Product Management