Acquiring & Retaining Customers through Service Marketing
Why You Should Attend This Course
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 services providers. To remain services-centric, organizations need to understand the nature and unique characteristics of services when managing services quality, productivity, and personnel. Organizations have to carefully audit their service marketing systems and strategies to ensure services encounters are exceeding the expectations of the customers. They have to integrate the services resources, environments, and capabilities to create the positioning of best services for customer experiences.
This program 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.
What Benefits YOU Get
- Applying services marketing strategies to improve brand loyalty and generate revenue
- Delighting customers to exceed customers' expectations
What YOU will Cover
- Recognizing services beyond product marketing for competitive advantage
- Identifying the unique characteristics of services for differentiated marketing effort
- Building customer relationship and retention through services marketing mix
- Fostering a “team approach” service-oriented mindset through service marketing triangle to develop, promote and deliver services
- Managing customer expected level of services on specific service dimensions
- Developing characteristics of quality services personnel for customer experiences
- Adopting customer services standards and creating the services brand
- Implementing profitable services marketing strategies for revenue stream
Program Outline
Understanding services marketing versus product marketing
- Difference between service and product marketing
- Unique characteristics of services marketing
- Service marketing mix beyond the traditional marketing mix
Delivery of services 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 services 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.
How YOU will Learn
You will be engaged in a practical, interactive and lively workshop. Facilitator encourages peer and group practices using realistic workplace scenarios when conducting the gap analysis for your reflection, review and, critiques on areas of improvements. You will be actively involved in experiential hands-on learning through mini-lectures, assessments, group discussion, role-playing exercises, skills-building activities and simulated case studies.
Who Should Attend
For everyone in a customer-focused organization to take their business service to a higher level
Group Size: up to 16 people
Course Duration: 2 days, 9:00- 5:00pm
