Customer Focus
& Services Management
Organizing for Service
Leadership
(This programme is only for the Tata Group)
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Programme Brochure in PDF format
Introduction
Much has been said and written about Service
leadership. Service leaders are known for
offering superior value and quality and have
marketing strategies that beat competition
and are viewed as trustworthy organizations
doing business in ethical ways. These companies
are seen as a leaders in operational strategy
(are respected for their operational processes
and innovative use of technology) and are
also recognized as outstanding places to work
because they lead their industry in human
resource practices that create loyal, productive
and customer oriented employees. This calls
for the service organization's need to continuously
manage interdependencies between these functions
while remaining customer focused.
All service businesses are faced with increasing
competition, enhanced choices for customers
resulting in rising customer expectations
and are under constant pressure to deliver
consistent customer driven services, retain
customers and employees and to create a wholesome
customer experience. This calls for methods
to track and develop deep insights into customer
behavior, evolving customer needs and expectations,
followed up by delivery of customer value.
Based around the framework “Service
Profit Chain”, Organizing for Service
Leadership helps participants seize opportunities
by improving service and creating synergies
within to foster loyalty, increase profitability,
and accelerate business growth.
Programme Objectives
Organizing for Service Leadership is designed
to enable participants to create synergies
between target investments for profitability
and business growth and for maximum competitive
impact. The programme helps participants to:
• Understand and appreciate the dimensions
of and frameworks for Service Leadership
• Appreciate the implications of the
Service Profit Chain for Services Management.
• Integrate three imperatives -
- Marketing imperative (Target right customers
and build relationships, offer solutions that
meet their needs, definequality package for
competitive advantage),
- HR imperative (Recruit and retain thebest
employees, train and motivate, productivity
and Customer Satisfaction for profitability),
- Operations imperative (create and deliver
specified service to target, adherence to
consistent quality standards, high productivity
acceptable costs)
• Focus on the role of each functional
area - Marketing, HR , Operations
• Break functional silos to create maximum
competitive impact.
• Contribute to developing shared values,shared
perceptions, shared understanding, and shared
beliefs to create a culture to achieve Service
excellence.
Methodology
Cases, videos, experience sharing 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
cross functional teams composed of 3 to 5
members (senior managers handling the functions
Marketing, Operations and HR) 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 program's comprehensive curriculum examines
the areas of strategy (strategic service vision),
marketing and operations strategy, 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
:
• Dimensions of and Frameworks for achieving
service leadership
• Fundamentals of customer loyalty and
best practices
• Tools and approach to design specific
ways to create synergies and leverage functional
interdependencies
• Managing interdependencies to create
maximum competitive advantage
• Hardwire organizations to deliver
customer value
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
Organizing for Service Leadership is specifically
designed to prepare senior executives to outdistance
good competitors and to propel their organization
to service excellence. By leveraging the best
practices from Service leaders, managers learn
to create synergies between various functions
in order to develop employee and customer
satisfaction levels for maximum competitive
impact.
The programme helps
companies to :
• Integrate three imperatives- Marketing
imperative, HR imperative, Operations imperative
- all pointing towards the customer to create
maximum impact in the market place
• Reduce intra organizational tension
and creating synergies between what the organization
wants, what its customers want and what employees,
intermediaries and partners want.
• Move up the service performance ladder
in terms of actions required for moving a
service organization from a position of merely
being available for service to world class
service delivery.
• Create a culture of shared values,
shared perceptions, shared understanding ,
shared beliefs to foster service leadership
• Break functional silos and create
a climate for interdependencies to thrive.
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 these synergies throughout their
organizations for profitability and revenues.
Programme Fee
One lakh thirty five thousand (Rs. 1,35,000)
plus applicable taxes per participant.
Cancellation policy : Confirmed nominations
if cancelled after the 24th day of July 08
will attract full programme fee as cancellation
charge.
Programme Dates
4th-6th August 2008
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 Program 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
programs 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.
Programme Director
Dr Mukta Kampllikar
Senior Practice Consultant TMTC
Mukta holds a Ph.D. in Marketing from the
DAVV and has done her post doctoral research
in marketing under the (Association of Management
Development Institutions in South Asia) AMDISA
Commonwealth fellowship. Mukta is a science
graduate and holds a Masters in Business Economics.
She has worked with National Institute of
Bank Management, Pune, as faculty and with
DAVV Indore, prior to joining TMTC and has
been a guest faculty at many B-Schools including
IIMK. Mukta has eight years of experience
in teaching/training and research.She has
undertaken consulting and training assignments
for State Bank Of India, Bank of India and
others in the financial services sector. She
has 12 publications to her credit and regularly
writes for the Financial Express. Her core
areas of interest and research are Services
Marketing and Marketing Strategy. At TMTC
Mukta designs scheduled and customised intervention
for Group companies. Her programmes, Designing
and Delivering customer focused services,
Driving Service Quality, Managing for Growth,
Achieving profitability through customer satisfaction
etc. have been well received by Group companies.
Mukta also works on customised training and
research assignments in the area of marketing
with several Group companies TML, Infiniti
Retail, Indian Hotels, Tata Steel, Rallis,
Trent etc.
Phone : 020 6609 1090 Mobile : 94232
37179 Email : mkamplikar@tata.com
Programme Coordinator
Ms Pearl Mascarenhas
Phone : 02066091083, Mobile : 9823129685
Email : pmascarenhas@tata.com
