Findings show that services impact customers more directly than products do. The dissatisfaction experiences from some aspects of customer services are the reasons for customers to switch their service providers. To remain service-centric, organisations need to understand the nature and unique characteristics of services when managing service quality, productivity and personnel. Organisations have to carefully audit their service marketing systems and strategies to ensure service encounters are exceeding the expectations of customers. They have to integrate the services resources, environments and capabilities to create the positioning of best services for customer experiences.

This course equips participants with the concept and application of services marketing for achieving excellent customer experiences through managing and exceeding customer expectations from the perspective of product, process, people, place, technology and customer service standards.

Learning Outcomes:

• Recognise services beyond product marketing for competitive advantage
• Identify the unique characteristics of services for differentiated marketing effort
• Build customer relationship and retention through service marketing mix
• Foster a “team approach” service-oriented mindset through service marketing triangle to develop, promote and deliver services
• Manage customer expected level of services on specific service dimensions
• Develop characteristics of quality services personnel for customer experiences
• Adopt customer service standards and create the services brand
• Implement profitable service marketing strategies for revenue stream

Course Outline:

Understanding service marketing vs. product marketing

• Difference between service and product marketing
• Unique characteristics of service marketing
• Service marketing mix beyond the traditional marketing mix

Delivery of service marketing from the customers’ perspective

• Developing team’s mindset on the importance of excellent product, delivery and services from the views of customers
• Developing the attributes of first-rated quality customer services personnel
• Adopting service marketing triangle for total marketing efforts
• Applying elements of service quality when creating “moments of truth” beyond customers satisfaction

Implementing profitable service marketing strategies for building customer relationship

• Understanding service-profit chain, customer lifetime value and capturing value
• Managing customer relationship through services standard, complaint management, and services recovery
• Reviewing and enhancing existing customer services processes and system

Who Will Benefit?

For everyone in customer-focused organisations who wish to take their business service to a higher level.