Service marketing triangle

1. Services are the processes and performances provided or co produced by one entity or a person for another entity or a person .

2. Service Marketing Triangle

3. T he service triangle emphasizes three different coinciding elements. It includes internal marketing, external marketing and interactive marketing. The premise is that when companies take care of their employees, their employees are more likely to work diligently to take care of customers who were attracted to the company by external marketing.

4. Here, “promise” means to assure the customer about the services that are being offered which will be provided to them in time and with same quality and quantity as mentioned.

5. Internal marketing in this we enable the promise. here, we view employees as our internal customers and jobs and other programs as internal products.

6. Company to Employees It is also called internal marketing. It is the part where the promise is enabled. It involves training the employees, motivating them, teamwork programs, teaching them customer satisfaction techniques, etc. The company shares its goals with its employees and communicate with them on a regular basis .

7. External marketing in this we set the promise. it is performed to capture the attention of the market and interest of the customer towards our services.

8. Company to Customers This is also called external marketing. It is the part where the promise is set. It can also be said as marketing to end user. It involves promotional activities, pricing strategies, etc.

9. Interactive Marketing This is where the promise is delivered. This is the most important part of the service triangle, if the employee fails to deliver at this level then all the efforts made towards establishing a relationship with the customer would be wasted.

10. Employees to Customer This is also called interactive marketing. It is the part where the promise is delivered. Here, the goal is to have highly satisfied customers. Effectiveness of interactive marketing is related to internal marketing. Here, the employee interacts with the potential or existing customer.

11. Today, market leaders are aware of the external threats and opportunities that boost up their business. They also know how to communicate with their clients and employees in order to achieve organizational goals. Service triangle has great importance and its components are essential in the success of any business. A well established business always follows the strategies of service marketing triangle.