Customer Focus
& Services Management
Designing and Delivering
Customer Focused Services
Introduction
Services have long dominated in the West
and in India too, they already account for
more than 50 per cent of the GDP. Further,
the rapidly changing economic environment
and globalization is creating opportunities
for new services and providing new dimensions
to the existing ones thus increasing its share
in the GDP every year. At the same time, service
businesses are faced with increasing competition
and enhanced choices for the customer, resulting
in rising customer expectations. Service
organizations are now under constant pressure
to provide consistent customer-driven services,
through the entire service experience to achieve
high levels of customer satisfaction and to
retain them. This, in turn, calls
for the service organization to find ways,
methods and means to track and understand
the competitive landscape, evolving customer
needs and expectations, customer perception
of service quality and customer satisfaction.
Leveraging the information along with the
ability to manage long-term relationships
with their customers would assist and enable
service organizations in competing through
superior service proposition and innovative
customer focused service designs to remain
the preferred provider of service to their
target customer segments. Coupled with external
factors the cross functional nature of the
organizational response required means that
the organization needs to continually manage
the inter-dependencies between its various
functions while remaining customer centered.
Designing and delivering customer focused
services has therefore become the pre-dominant
challenge in service businesses into day's
scenario.
Objectives
• To help participants gain a structured
insight into mapping customer expectations
and perceptions and identifying gaps around
existing service designs.
• To provide insights to the participants
about an approach to design a new service
product/design.
• To revisit fundamentals of service-product
design and delivery with implementation focus
from a strategic as well as a tactical perspective.
• To gain an understanding of the methods
to identify customer-centered parameters of
service quality and satisfaction for new and
existing service products and designs and
subsequently to monitor them.
• To apply concepts, principles and
tools of services marketing to business situations
so that their contribution to business is
enhanced.
Content
The programme would be anchored around the
concepts of designing a new product and redesigning
an existing one to bring out the key learning
• Frameworks for customer-focused service
design for enhancing customer satisfaction
and retention.
• Fundamentals of service design and
new service¬ product development. Developing
service blueprints.
• Customer's role in service design,
delivery and customer education.
• Tools and approach to design specific
ways to measure and monitor service quality
and customer satisfaction for service products/designs
and service organizations.
• An insight into the gaps within a
service organization, between the organization
and its customers and within the customer's
mind.
• Live exercise-service mapping/flowcharting.
Who Should Attend
Senior-middle managers and executives responsible
for service design, marketing and service
delivery. Group participation of three to
five managers from a single service organization
is encouraged; these companies could benefit
from organization-specific action plans based
on group work during the programme
Methodology
Participants would be required to do a pre
programme assignment with focus on their own
business. A mix of facilitation sessions using
pre-work inputs, in class sessions including
case study analysis, group assignments and
presentations would be used
Faculty
Services-marketing academics and practitioners
Fee
Rs 40,000 (plus taxes as applicable)
Programme Dates
15th-18th September 2008
Contact Details
Programme Manager
Dr Mukta Kampllikar
mkamplikar@tata.com
+91 20 66091090
