Vergelijkbare opleidingen
Opleiding: Service Marketing and Customer Strategy
Learning purpose
Regardless of the industrial sector they find themselves competing in, organizations today are coming face-to-face with the fact that services are becoming the dominant economic driver in today’s global economy, and more importantly, a fundamental component of any firm’s struggle to guarantee a sustainable competitive advantage, as well as, new and increasingly profitable streams of revenue for their businesses. Even for organizations that have not been considered traditional service providers, the inclusion of value-added services now represent the primary avenue for growth and profitability through multiple and varied customer service strategies, among them, post-sale design and customer relationship management, to just name a few customer service functions.
Unfortunately, marketing professionals and the organizations they work for usually focus on how to market tangible products, ignoring the fact that services have unique characteristics and present specific managerial challenges. This lack of focus often results in the squandering of time and resources, a loss of confidence by the consumer, and its consequential effects on the organization’s bottom line.
It is therefore imperative that marketing executives today gain a deeper understanding of the service customer, and as a result, become capable of developing and implementing the right strategies for their specific clients’ needs, providing excellent services that will translate into customer satisfaction, brand profitability and consequently, an increased share-of-market and wallet. Sustaining a portfolio of loyal and happy customers today is quite simply, the most profitable way to run a business.
Service Marketing and Customer Strategy is an intensive three-day international executive program that provides participants with the cutting-edge frameworks, perspectives and techniques required to understand and meet the needs of their service customers, building and managing rewarding customer relationships and adding value to their brands in a sustainable and profitable way.
Target audience
This International Executive Program has been designed for a broad mix of executives from middle to upper-level management positions responsible for their organizations marketing and overall business strategy. The organizations they represent include service providers, manufacturers or suppliers of products in which post sales service is important, professional services firms, among others. The program is particularly target at, but not limited to:
Programme
This program features several stimulating modules that analyze service marketing and the customer experience from different angles and perspectives. Topics to be discussed include: Managing the Customer Experience Developing a Service Orientation Understanding the Service Customer Managing Customer Relationships
An adequate customer experience increases the opportunity for product differentiation and improves your value proposition. However, experiences are fragile entities that need to be proactively managed in a thorough and careful way. This module will analyze the different components of a service experience and how to successfully manage them from the customer’s perspective.
Services have unique characteristics that make industrial management models invalid. In a service context, both employees and the customers themselves are part of the “product” or purchasing experience, and need to be managed accordingly. Long-term success in service delivery requires a firm-wide orientation towards customer satisfaction.
Facing the acquisition of a product with a dominant intangible component increases the perceived risk of purchase for the customer. We will analyze the effects of this dynamic on the decision-making process and what can be done to overcome its potential negative effects. Special attention will be devoted to measuring and managing customer satisfaction.
In today’s competitive business environment customers are the most important and valuable asset of any firm. We will explore the value of individual customers and how to build and manage strong customer relationships. We will also examine the importance of loyalty and its effect on brand profitability.
Opleiding kerngegevens