Marketing services is diffferent to marketing physical products, and requires additional markeing tools and techniques. Learn more from Marketing Professional Dee Davey, of Creative Ideas Marketing.
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
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