Customer Focus
& Services Management
Achieving Breakthrough
Service
(This programme is only for the Tata Group)
Introduction
Much has been said and written about the
growth of the service sector in India. The
pace and pattern of growth of the Indian economy
suggests that the share of the service sector
will only increase. Services account for more
than 54% of India's GDP. While the rapidly
changing economic environment and globalization
is spawning opportunities for new services
and providing new dimensions to existing ones,
aII service businesses are faced with increasing
competition and enhanced choices for customers
resulting in rising customer expectations.
Service businesses are under constant pressure
to deliver consistent customer driven services,
retain customers and create a wholesome customer
experience. This calls for methods to track
and develop deep insight into customer behavior,
evolving customer needs and expectations and
deliver up to these in order to deliver customer
value. Leveraging information along with an
ability to manage customer relationships has
become critical for a service business to
be able to respond to the fast changing business
environment. This also calls for the service
organization's need to continuously manage
interdependencies between its various functions
while remaining customer focused.
Based around the framework "Service
Profit Chain" the Achieving Breakthrough
Service helps participants seize new opportunities
by improving service. Participants learn how
to foster loyalty, increase profitability,
and accelerate business growth.
This programme is a tailormade programme
for the Tata Group modeled around a similar
named programme conducted at Harvard Business
School
Programme Objectives
Achieving Breakthrough Service is designed
to prepare senior executives to gain a competitive
edge and to enhance their service to breakthrough
levels. By leveraging the breakthrough service
model, participants would learn to target
investments for profitability and business
growth and for maximum competitive impact.
The framework helps companies to:
• Retain current customers and establish
a loyal customer base.
• Build business through the sale of
related products and services to existing
customers.
• Win new business through ongoing referrals
from satisfied customers.
• Enhance the research and development
process for new products and services by gaining
a better understanding of customer needs and
wants.
Methodology
Cases, videos and other tools along with
facilitation to create organization specific
action plans will be used for the programme.
Who Should Attend
The programme is designed for senior managers
in service, retail, and manufacturing firms
(with a service arm) who are in decision-making
roles. We encourage participation from diverse
companies to enhance learning through sharing
of perspectives and experiences. We prefer
teams composed of 3 to 5 members who can derive
enhanced value by working on real issues by
applying the concepts to their own situations
and organizations. The typical profile would
be general managers and executives responsible
for service-related functions, such as Marketing,
HR, Operations and Quality.
Programme Content
The programme's comprehensive curriculum
examines the areas strategy (strategic service
vision), economics of customer loyalty, customer
satisfaction its measurement and linkage to
customer behavior, leveraging technology to
enhance customer relationships and process
reengineering. The participants study organizations
that are successful at implementing the profit
chain to deliver differentiated products and
services, while achieving the lowest cost.
More specifically it looks at
• Frameworks for customer focused service
for enhancing customer satisfaction and retention
• Fundamentals of customer loyalty and
best practices
• Tools and approach to design specific
ways to measure and monitor service quality
• Process reengineering for competitive
advantage
• Hardwire organizations to deliver
promised results
The participants explore ways to develop
relationships with customers that begin with
satisfaction and lead to loyalty, commitment,
apostle-like behavior, and ownership.
Key Takeaways
Achieving Breakthrough Service specifically
is designed to prepare senior executives to
outdistance merely good competitors and to
propel their service to breakthrough levels.
By leveraging the breakthrough service model,
managers learn to target investments in order
to develop employee and customer satisfaction
levels for maximum competitive impact.
The framework helps
companies to :
• Retain current customers and establish
a loyal customer base
• Build business through the sale of
related products and services to existing
customers
• Win new business through ongoing referrals
from satisfied customers
• Enhance the research and development
process for new products and services by gaining
a better understanding of customer needs and
wants
The programme offers the participants an opportunity
to develop a tool kit to create a customized
strategy for their own businesses in order
to implement breakthrough service throughout
their organizations.
Fee
Individual Member: Rs. 1.25 lakh plus applicable
taxes
Team of 4 Members: Rs. 4.50 lakh plus applicable
taxes
Programme Dates
To be announced soon
Faculty
Das Narayandas
Das Narayandas is the James J. Hill Professor
of Business Administration at the Harvard
Business School. He is currently the Co-Chair
of Harvard Business School's programme for
Leadership Development. His academic credentials
include a Bachelor of Technology degree in
Engineering from the Indian Institute of Technology,
a Post-Graduate Diploma in Management from
the Indian Institute of Management, and a
Ph.D. in Management from Purdue University.
Das's background includes over six years
of management experience in sales and marketing
for various multinational firms. His articles
have appeared in publications that include
Harvard Business Review, Journal of Marketing,
Journal of Service Research, Journal of the
Academy of Marketing Science, Journal of Marketing
Research, and Sloan Management Review. Das
has been quoted in publications such as The
Economist and U.S. World News and Report amongst
others. He is a professional affiliate of
the American Marketing Association and the
Institute of Management Science. Das has consulted
and/or developed and executed in-house training
programmes for such companies as Areva, Arrow
Electronics, Alghanim Group, GE, Honeywell,
Oce, J&J, Brambles, Northrop Grumman,
RBS, Stryker, Merrill Lynch, Tata Group, Satyam,
Liberty Mutual, 3M, Microsoft, Nortel, Praxair
among other companies in the areas of B2B
Marketing, Customer Management, Strategic
Marketing, Pricing, Personal Selling and Sales
Management. Das's current research interests
focus on business-to-business marketing and
management of customer relationships.
Contact Details
Programme Director
Dr Mukta Kampllikar, Consultant, TMTC
mkamplikar@tata.com
+91 20 6609 1090 Mobile: 9423237179
