Service Marketing
Building service brands is vastly different from selling a product on a shelf. Service brands are uniquely challenged with intangibility, commoditization in the consumer’s eyes, inconsistency of brand experience, real-time fluctuation of customer satisfaction and the consumer’s role in shaping the brand’s perception. (And that’s just for starters.) We understand – for more than a decade, we’ve been immersed in the complexities associated with building service brands and driving key metrics: customer acquisition, loyalty and profitability – across a wide spectrum of industries, from financial and travel services, to telecommunications and health care, to retail and personal services.
Headed for a breakup with your best customers?
They’re looking for someone who gets them. Think of it as a personal ad … from one of your best customers. For most service marketers, it’s a pretty chilling message, one that reflects an important truth that we uncovered in our recent study, Service Marketing in the Era of Brand Vulnerability. More than ever, the [...]
// read moreMarketing service brands: the toughest branding challenge today?
When it comes to building and maintaining a strong and distinctive brand in any category, the marketing terrain has never been more challenging. Arguably, the challenge is even more daunting for service brands. In part this reflects the power of today’s better-connected, highly empowered consumer to use digital word of mouth to spread the news [...]
// read moreMad women: which service brands have women seeing red?
To fuel the female-centric creative that we’re developing for our clients, Mullen’s Frank About Women took a current pulse on how women are feeling about customer service and service brands. We fielded a national consumer study covering a wide spectrum of service-based categories, and our findings reinforce just how tenuous the relationship is between women [...]
// read moreGame changing questions for service marketers
While working with our service-industry clients to assess their brand and business-building strategies and programs, typically we begin by asking some potentially game-changing questions: What’s your plan for branding from the inside out? Are your employees steeped in the brand? They better be, because the strongest service brands today are built on an employee base [...]
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