Training Customer Relations and Marketing
INTRODUCTION
This course explores the dimensions of successful service firms. It prepares Participants for enlightened management and suggests creative entrepreneurial opportunities. Outstanding service organizations are managed differently than their "merely good" competitors. Actions are based on totally different assumptions about the way success is achieved. The results show not only in terms of conventional measures of performance but also in the enthusiasm of the employees and quality of customer satisfaction. Beginning with the service encounter, service managers must blend marketing, technology, people, and information to achieve a distinctive competitive advantage. In this course The participants will study service management from an integrated viewpoint with a focus on customer satisfaction, integrate operations, marketing, strategy, information technology and organizational issues.
PROGRAMME OBJECTIVES
- To study "breakthrough" services in order to understand the operations of successful service firms that can be benchmarks for future management practice.
- To develop an understanding of the "state of the art" of service management thinking.
- To develop an awareness of the opportunities that information technology can have for enhancing service firms competitiveness.
- To appreciate the organizational significance of managing the service encounter to achieve internal and external customer satisfaction.
- To understand the dimensions of service growth and expansion both domestically and internationally.
- To gain an appreciation of the complexities associated with implementing change.
- To appreciate the entrepreneurial opportunities in services
WHO SHOULD ATTEND?
- Managers
- Executives
- Supervisors
- Anyone who is or will be responsible for managing teams or individuals
PROGRAM OUTLINE
- The nature of services
- Creating breakthrough services
- Developing a vision of the business
- Building customer loyalty
- Using information systems to better serve the customer
- The service delivery system
- Achieving breakthrough service
- Structuring the service enterprise
- Delivering internet services
- Service facility design and layout
- Consolidations: rollups
- Managing service operations
- Creating a service culture
- The service encounter
- Servqual
- Managing the service profit chain
- Competing on service quality
- Achieving total customer satisfaction
- Total customer satisfaction, continued
- Managing growth and renewal
- Process innovation
