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Find out what the discipline of service management can do for your business
Today an increasing number of companies compete on service, not product. As a result, understanding a service-based approach to business is essential - even for product-based businesses.
On this course you’ll learn the latest thinking in service management, exploring a service-centric perspective to marketing and management. You’ll examine service as a business model, the value creation process, customer perceived quality and promise management.
Ultimately, you’ll discover how service-based thinking can help you better serve your customer, and overcome a range of business challenges.
This course would be particularly relevant to business professionals and managers interested in the potential of adopting a service-based strategy, whether their firms are currently operating in an industrial or consumer context, or a manufactured goods or services context. It is also relevant for business students wishing to specialise in service management and marketing.
Overview
Syllabus
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- Service as a perspective on business
- Welcome to the course!
- Service as a business model
- Customer value and value creation
- Week 1 Wrap-Up
- The importance of service orientation
- How customers perceive quality
- Service orientation and customer focus
- Customer expectations management
- Customer-focused marketing
- Week 2 Wrap-Up
- A profitable service business
- How does the service profit work?
- Managing customer promises
- Service profitability
- Reciprocal return on relationships (ROR)
- Week 3 Wrap-Up
- Managing a service business
- Service productivity
- Internal marketing
- Customer-driven marketing communication
- Service branding
- Week 4 Wrap-Up
- From manufacturing to service
- Managing a service culture
- Transforming manufacturing into a service business
- Conclusions, guiding rules and barriers
- Week 5 Wrap-Up
