Customer Focus
& Services Management
Driving Service
Quality
(This programme is only for the Tata Group)
Introduction
Service businesses are under constant pressure
to deliver consistent customer driven services
and create a wholesome customer experience.
Companies struggle with managing interdependencies
between its various functions and yet deliver
consistently to their customers. This calls
for a method to continuously track service
quality and measure and monitor customer satisfaction.
Given evolving customer needs and a fast changing
business environment, capturing customer insight
is critical. There is a felt need among our
companies to revisit service quality and to
understand and appreciate the applied aspects
of quality and nuances of customer satisfaction.
Most of our companies outsource customer satisfaction
measurement, but to be able to use the findings
presented by market research agencies, a deep
appreciation of the concept and their applications
becomes paramount. Driving Service Quality
will enable participants to become effective
in these areas.
This course is the culmination of a diagnostic
study across service businesses of the Tata
Group of companies and therefore is designed
to address identified gaps. It is hoped that
this programme would equip managers with skills
and understanding that could enable them to
go back to their workplaces and set about
in the right earnest by building sustainable
competitive advantage through value creation
for customers and significant differentiation
on the basis of service quality.
Programme Objectives
Driving Service Quality is specifically
designed to prepare middle and senior managers
to gain a competitive edge and enhance their
service for sustainable competitive advantage.
The programme is designed to provide tools
and approaches to enable participants to
• Understand and appreciate service
quality
• Differentiate on Service Quality and
deliver value to their customers
• Move away from price competition for
sustainable competitive advantage
• Strengthen and enhance research in
the areas of quality and satisfaction
• Manage Customer satisfaction for profitability
and revenues
• Design feedback systems for customer
driven learning
• Improve service quality and thereby
enhance relationships
Methodology
Cases, videos, lecture sessions, experience
sharing along with facilitation to create
organization specific action plans will be
used for the programme.
Who Should Attend
The programme is designed for middle and
senior managers in service, retail and manufacturing
companies with a service arm who are responsible
for driving service quality initiatives and
customer satisfaction. We encourage participation
from diverse companies to enhance learning
through sharing of perspectives and experiences.
We prefer teams composed of 3-5 members who
can derive enhanced value by working on their
own customer satisfaction reports and real
issues by applying the concepts to their work
situations and organizations. The typical
profile would be senior managers and executives
responsible for driving quality initiatives
in companies.
Programme Content
The programme's curriculum examines the
areas service quality and customer satisfaction,
economics of service quality, service recovery,
customer insight, measurement and impact on
relationships and driving service quality
for sustainable competitive advantage.
• Frameworks for measuring Service Quality
• Appreciating Service Quality and Customer
Satisfaction
• Tools and approaches to design specific
ways of measuring and monitoring
service quality and customer satisfaction
• Differentiating on Service Quality,
delivering value and moving away from price
competition.
• Comprehending CSAT reports and using
them for service improvement
• Components of Customer feedback systems
capturing and learning from customer insight
• Service recovery and complaint management
• Managing and motivating people to
drive service improvements
• Potential improvements and steps towards
service excellence
Key Takeaways
Driving Service Quality is specifically
designed to prepare companies to outdistance
competition and
• Propel their journey towards service
excellence by enhancing service quality
• Build profitability through increased
customer loyalty and referrals from satisfied
customers
Programme Fees
Rs. 50,000/ per participant + applicable
taxes
Programme Dates
1st-2nd March 2009
Faculty
Dr. Jochen Wirtz
Dr Jochen Wirtz is one of the leading authorities
in Services Marketing in Asia. He is an Associate
Professor of Marketing with the NUS Business
School, National University of Singapore,
and the Academic Director of the UCLA NUS
Executive MBA Program, and member of the NUS
Business School Management Committee. Dr.
Wirtz's research focuses on service management
related topics such as service satisfaction,
customer feedback systems, service guarantees,
and revenue management. His research has been
published in some 70 academic journal papers,
incl. in Harvard Business Review, Journal
of Business Research, Journal of Consumer
Psychology, Journal of Retailing ,Journal
of Service Research, Journal of Services Marketing,
Journal of the Academy of Marketing Science,
and Psychology & Marketing. He has published
80 conference papers, 10 books, and over 40
book chapters. His book Services Marketing
People, Technology, Strategy, 6th edition,
co-authored with Professor Lovelock of Yale
University, has become the best-selling services
marketing text book globally. Dr. Wirtz has
been an active management consultant working
with a number of consulting firms in Asia
and Europe, including Accenture, Arthur D.Little,
and KPMG. His work has been mainly in the
areas of Strategy, Business Development and
Service Management (including CRM, Churn Management,
and LTV). In Asia, Dr. Wirtz has consulted
with blue chip clients such as Allianz, American
Express, Citibank, the Defence Science &
Technology Agency in Singapore, Jurong Town
Corporation, LG Capital, MobileOne, Motorola,
PCCW HKT, Philips Customer Care Centres, Singapore
Tourist Board, Shell, SK Telecom, Singapore
Airlines, Soy, and Starwood Hotels & Resorts
Worldwide.Dr. Wirtz is a Ph.D. from the London
Business School in Services Marketing, has
a BA (Hons) in Marketing and Accounting, and
holds a professional certification in banking
from Germany.
Contact Details
Programme Director
Dr Mukta Kampllikar, Consultant, TMTC
mkamplikar@tata.com
+91 20 6609 1090 Mobile: 9823914816
