GAINING AN EDGE THROUGH SERVICES |
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As products become more commoditized, the addition of services can add tremendous value to a product or business. However, developing and managing quality services which add value can be a challenge for SMEs.
Key Topics
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Learning Objectives and Outcomes
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Macro Trends, Opportunities & Capturing Value in the Service Economy
Understanding Service Quality and How to Pin-point Quality Shortfalls |
Understanding the role of "owning the customer" and "owning the brand" in creating and capturing value.
Communicates the importance of service quality in differentiating a firm and the economic power of service quality
Give conceptual tools on how to diagnose and close quality gaps, and emphasize the quality-productivity-profitability dependencies. |
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Improving Service Quality
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Presents key strategies for effective complaint management, service recovery and service guarantees
Discusses economics of service recovery and development of adequate service recovery policies and levels
Presents strategies for managing opportunistic customer behavior related to service recovery and service guarantees
Design and effective use of Customer Feedback Systems to drive performance benchmarking and service improvements. |
| Strategic Service Design |
Case Study
Discussion on the Power of the Focused Service Factory and how to engineer customer service experiences; Touches on the marketing mix for SMEs |
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Creating Value and Positioning New Services
Managing People for Service Advantage I |
Case Study
Discussion on developing a Powerful Service Brand, the development, targeting and branding of new services
Understanding the challenges front line employees face in service delivery, and discusses key strategies to reduce role stress and role conflict for the front line.
Provides an understanding of the basic requirements for managing frontline staff for service success |
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Managing People for Service Advantage II
Cost-effective Service Excellence
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Understand the Service Talent Cycle with specific tools on how to create winning service delivery teams. Includes frontline employee-specific HR strategies for hiring, training and motivating the front line.
Case Study
Best practices which can be applied by SMEs will be discussed |
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Dr Jochen Wirtz
- Assoc Professor, NUS Dept of Marketing
- PhD, London Business School, 1991
- Assoc Fellow in Executive Education,
- Said Business School, Oxford, 2008 -
- Founding Academic Director,
- UCLA - NUS Exec MBA, 2003 -
- Chairman, Academic Advisory Board for UP Your Service! College, 2008 -
- Director, Exel Global Business Excellence Program 2001 - 2006
- Academic Director, Asia-Pacific Executive MBA (APEX-MBA) Program, 2002 - 2004
- Director, Exel Young Leaders Program, 2003 - 2004
- Director, Marketing Mgt Program, 00–03
Dr. Wirtz is one of the leading authorities in Services Marketing in Asia. His research has been published in some of the top academic journal papers, incl. Harvard Business Review, Journal of Consumer Psychology, Journal of Retailing, Journal of Service Research, and Journal of the Academy of Marketing Science.
His book, Services Marketing – People, Technology, Strategy, co-authored with Professor Lovelock of Yale University, has become the best-selling services marketing text book globally. In recognition of his excellence in research and teaching, Dr Wirtz received nine research awards (including the ‘Emerald Literati Club Award for Excellence’) and seven teaching awards (including the University-level ‘Outstanding Educator Award’). |
• 25 to 26 November 2009
• SGD 1, 998 ( excl GST)
• To enjoy SPRING funding support, you will need to enrol for all 6 workouts. Click here for more details.
To enrol and apply for SPRING funding support, please download and fill in:
1. Program Application Form
2. SPRING Funding Application Form
Please submit both forms by email to exec_edu@nus.edu.sg or fax them to +65 6872 0041.
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