There are a number of limitations of customer satisfaction in terms of relying too heavily on this marketing metric. It is, therefore, important to understand the various limitations in order to utilize the results of CSat research/scores appropriately.Expected versus delivered value is being measuredThe basic premise of customer satisfaction is that it is the customer’s […]
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NAB’s Repositioning in the Australian Banking MarketThis video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core message was effectively communicated in a very
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Customer journey mapping is a visual technique designed to outline how:The brand reaches a consumer’s consideration (evoked) setHow the consumer progresses through the buying decision process and selects a suitable brand, andThe consumer progresses through consumption and/or use of the product or service.When to use customer journey maps?Because of the nature and the role of
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What is a customer journey?As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s journey will include gathering information, reviewing marketing communications, visiting stores, reviewing product information, looking at competitor
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Brand touchpoints can be defined as the interactions and exposures that a consumer can have with a brand. Brand touchpoints are very broadly defined and include both deliberate communications from a firm/brand and communications and interactions that the consumer will have with the brand as part of their everyday life. They are often used in
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When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was the way it was practiced in real organizations. (In the sales/promotion era of marketing.)For most of
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Service marketing is a different subject in university and/or the different chapter in a marketing textbook because there are distinct challenges in marketing services as opposed to marketing physical products (goods).When marketing courses and textbooks were first developed, they primarily focused on the marketing efforts of manufacturers selling a physical product through a distribution channel
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When you study services marketing as part of your business degree, you quickly learn that services represent 70 – 80% of gross domestic product in most developed countries.Over the past 50 years or so, service sectors have grown significantly, relative to manufacturing, to become the dominant aspect of many economies throughout the world.The size of
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Why are retailers classified as service firms?In the study of services marketing, retailers are classified as service providers. One of the questions I am often asked by university students is why retailers are service firms. After all, retailers generally sell a physical product – so why are they service providers?This is a good question, given
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When you study services marketing at University, you will learn that there are some unique challenges that service firms and industries face.That is why the services marketing mix has been extended from 4 P’s to the 7 P’s.A good way to start your understanding of services marketing is to get a good sense of what
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