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It 'important to clarify the source from which communications originate.As shown in Figure 5-5,not all communications messages received by the target audience originate from within the service provider’s organization.Specifically,word of mouth and media stories or editorials originate from outside the organization and are not under its direct control.Messages from an internal source can be divided into those received through production channels and those tansmittde through marketing channels.let’s look at the options within each of these three originating sources.
MessagesTransmitted through Production Channels
In this category are communications developed within the organization and transmitted through the production channels used to deliver the service itself,primarily frontline staff and service outlets.A further subdivision is possible within this category if the origination service firm employs intermediaries to deliver service on its behalf.
Customer Service from-line staff
Employees in front-line positions may serve customers either face to face or by telephone.Those responsibIe for delivering the core service may also be responsible for delivery of a variety of supplementary services,including provision of information,taking reservations,receipt of payments,and problem solving.New customers,in particular,often rely on customer service personnel for assistance in learning how to use a service effectively and how to resolve problems.
When several products are available from the same supplier,firms encourage their customer service staff to cross-sell additional services. However , this approach is likely to fail if strategies are not proper1y P1anned and executed, In the banking industry,for example , a highly competitive marketplace and new technologies have forced banks to add more services in an attempt to increase their profitability. In many banks,tellers who traditionally provided customer service are now also expected to promote new services to their customers.Despite training,many employees feel uncomfortable in this role and don’t perform as effectively as salespeople.
Customer Training
Some companies , especially those selling complex business-to-business services,offer formal training courses to familiarize their customers with the service product and teach them how to use it to their best advantage.Alternatively (or additionally ),this task may be assigned to the same front-line personnel who handle service delivery.
Service Outlet
Both planned and unintended messages reach customers through the medium of the service delivery environment itself.Impersonal messages can be distributed in the form of banners,posters,signage,brochures,video screens,and audio.
Messages Transmitted through Marketing Channels
As shown in figure 5-4,service marketers have a wide array of communication tools at their disposal.we briefly review the principal elements.