14.13 : Service Communications Model

Effectively communicating services can be challenging because services are intangible and difficult for customers to visualize. Companies use clear examples and skilled staff to demonstrate their offerings to address this. The 5 Ws model—Who, What, Where, When, and Why—provides a structured way to communicate these services. Identifying the target audience, or "Who,"enables businesses to tailor their messages to meet customer needs. For instance, a fitness app might send different messages to beginners and advanced users, ensuring relevance for each group.

The "What" refers to the message's content, which should highlight key features or updates. For example, an energy company might inform customers about new pricing options or eco-friendly initiatives. The appropriate channel, or "Where," is equally important for effective communication. A retail store might send promotions through mobile apps, while a bank may prefer email for important account updates, depending on customer preferences.

Timing, or "When," ensures the message is delivered at the most useful moment. For instance, a streaming service might send reminders about subscription renewals just before the billing cycle ends. Lastly, the "Why" clarifies the purpose, whether to inform, educate, or prompt an action, ensuring the communication is clear and meaningful to customers. This structured approach helps businesses convey their services more effectively and enhances customer satisfaction.