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Description |
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Is China a manufacturing-based economy? Yes, but increasingly the service sector is playing a major role. Already similar to many other countries, China’s growth in GDP is explained by the service sector. In a few years time, services will become the dominant share in the Chinese economy. This growth will be driven not only by the traditional service sector such as banking, leisure, transportation and retailing, but also by traditional manufacturing firms engaging in superior service quality and service innovation as a new source of competitive advantage.
The strategic vision of a service oriented firm is dual: it must be focused towards the customers, understanding or defining their specific needs, positioning the firm’s service offering to satisfy them and creating the operational processes to support and enhance the service experience; at the same time, the company must adjust these operational processes to be able to make them attractive to recruit and retain the adequate personnel who is key to provide service excellence. It is only by understanding and developing this dual focus that service companies can develop a sustainable competitive advantage. |
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Objective |
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The course focuses on the unique challenges of managing quality services and delivering value to customers in a profitable and sustainable form. The attraction, retention, and building of strong customer relationships through innovative and quality service (and services) are at the heart of the course content. This course develops a profile of the strategic capabilities required to create a high-performance service organisation. The course will put special emphasis on strategic, marketing and operational issues while also building on the aspects of human resources management. |
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Participants |
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The course is equally applicable to senior executives from organisations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services, telecommunication, retailers, etc.) and from organisations that depend on service excellence for competitive advantage (e.g., high technology manufacturers, automotive, industrial products, etc.). |
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Benefits |
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In this programme, participants will learn:
- A thorough understanding of the critical operational aspects of service provision and delivery, including capacity and demand management
- Critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage your firm
- Frameworks for customer-focused management, and how to increase customer satisfaction and retention through service strategies
- To map services, understand customer expectations and develop relationship marketing strategies
- To define, measure and improve productivity in service delivery
- To understand and apply the latest developments of IT/IS on services
- To create a culture of innovation in developing value propositions for customers
Overall, participants will become a more perceptive and effective manager through understanding the complexities of service design, delivery, and communication. |
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Coverage |
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- Framework for marketing and operations services management
- Capacity and demand management in service operations: how to deal with variability
- Customer expectations and perceptions of services
- The role of customers in services
- Service quality and productivity
- Service recovery and service guarantees
- Service innovation - developing and delivering new services
- Integrated services marketing communication
- Strategies for building customer loyalty
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Faculty |
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Professor Kwaku Atuahene-Gima, Programme Director
Professor Jaume Ribera |
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Venue |
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- Shanghai (CEIBS Shanghai campus, 699 Hongfeng Road, Pudong, Shanghai)
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Admissions |
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Applications are reviewed as they arrive. Completed applications must be received 20 working days before the start of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing or Shenzhen.
If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. If an applicant is unable to attend the programme, the applicant may transfer to another CEIBS Executive Education Programme within the same calendar year. When a request to substitute participant(s) for the same programme is made less than 15 working days prior to the start of the programme, the seat(s) will not be guaranteed. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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