Acquiring & Retaining Customers through Service Marketing
Why You Should Attend This Course
Research shows that services influence customer satisfaction more directly than products. Negative service experiences are often the main reason customers switch providers. To stay service-centric, organizations must understand the unique nature of services and manage quality, productivity, and personnel effectively. Organizations must conduct thorough audits of their service marketing systems and strategies to ensure every customer interaction consistently exceeds expectations. To deliver exceptional experiences, they need to align and integrate service resources, environments, and capabilities, positioning themselves as providers of superior service that truly resonates with customers.
This program equips participants with practical concepts and tools in services marketing to deliver exceptional customer experiences by managing and exceeding expectations across product, process, people, place, technology, and service standards.
What Benefits YOU Get
- Apply services marketing strategies to strengthen brand loyalty and drive revenue
- Deligh customers by consistently exceeding customers' expectations
What YOU Will Learn
- Recognize the competitive advantage of services beyond product marketing
- Identify unique service characteristics for differentiated marketing
- Build strong customer relationship and retention through the services marketing mix
- Foster team oriented service-driven mindset using service marketing triangle
- Manage customer expectation acrosess key service dimensions
- Develop characteristics of high-quality services personnel for outstanding customer experiences
- Adopt services standards and build a strong services brand
- Implement profitable services marketing strategies to sustain revenue stream
Program Outline
Understand Services marketing versus product marketing
- Contrast service marketing and product marketing
- Unique characteristics of services
- Service marketing mix beyond the traditional marketing mix
Delivery of services marketing from the customers’ perspective
- Building a team mindset for excellent in product, delivery and services
- Developing the attributes of top-tier customer services personnel
- Adopting the services marketing triangle for holistic efforts
- Creating ‘moments of truth” that go beyond customers satisfaction
Implementing profitable service marketing strategies for building customer relationship
- Understanding the service-profit chain and customer lifetime 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
This is a practical, interactive and lively workshop. You will engage in peer and group practices using real workplace scenarios, conduct gap analyses, and reflecti review and, critiques on areas of improvement. Learning methods include mini-lectures, assessments, group discussion, role-playing, skills-building exercises, and simulated case studies.
Who Should Attend
Anyone working in a customer-focused organization who wants to elevate their service delivery and take their business to the next level.
Group Size: up to 16 people
Course Duration: 2 days, 9:00- 5:00pm
