Service strategy & marketing: It’s personal


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Most marketing communication is focused on new products and features. Today’s customers however, are looking for something different. They can get the same new features nearly everywhere. A strong service strategy can generate interest with existing and new customers. It’s the personal service that makes you stand out from the crowd.

Businesses rarely talk about their services. They love talking about new technologies, new features or upgrades – but is that what their customers want to hear about? It turns out customers value businesses that are able to provide help and good service when they need support. So, why not market your services to your customers instead?

Put your faith in services
Customers are jaded by their past experience and wary of new offers. Marketing your services – talking about how you can support your customers – creates competitive advantage. Promoting the different services you are able to offer and your commitment to going the extra mile will attract customers – they may even be willing to pay for it!

Services-brochure-7 Service strategy starts with understanding the customer lifecycle. Working out what you offer your customers at each stage of their journey ensures customer value.

Develop the strategy for new, and existing customers
Marketing your services should not be something you only do once to attract new customers – it should be an on-going activity. Often, once a customer becomes a customer, communication stops – making the customer feel abandoned.

Marketing services to existing customers reminds them why they bought from you in the first place and it increases their satisfaction, which often results in renewal of contracts or additional purchases.

Service strategy – Be clearer about what your services are
We find that the first challenge is that businesses are not in the habit of codifying their services with the rigour that they apply to products. Defining what your services are and the value they bring to customers is essential before communicating.

Even though services are often locally provided – they differ from place to place, it is important to consistently deliver on the key elements of the service.

Service marketing – present them with clarity
Once services – and their value – are defined, they can be communicated. Communicating services goes beyond marketing materials. It is essential that the customer experience communicates the value of a service. Just as a product must deliver on the promise, a service experience must live up to expectations –all the time.

Just the beginning
Service marketing is the new thing! And just like product marketing it can be turned into a fine art! Are you ready to make this happen?

Ben Reason
Ben Reason is a service design consultant with 20 years experience with a wide range of public, and private sector organisations. As a founder of Livework he leads the London studio and team on projects that bring a customer view to major challenges and opportunities in industries ranging from healthcare and financial services, to public transport.


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