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24 - MCR - Customer Relations and Marketing

MCR 107 - Service Management

Code Start Date Duration Venue Fees
MCR 107 23 August 2021 5 Days Istanbul $ 3950 Registration Form Link
MCR 107 20 September 2021 5 Days Istanbul $ 3950 Registration Form Link
MCR 107 18 October 2021 5 Days Istanbul $ 3950 Registration Form Link
MCR 107 15 November 2021 5 Days Istanbul $ 3950 Registration Form Link
MCR 107 13 December 2021 5 Days Istanbul $ 3950 Registration Form Link


Course Description

This course explores the dimensions of successful service firms. It prepares Participants for enlightened management and suggests creative entrepreneurial opportunities. Outstanding service organizations are managed differently than their "merely good" competitors. Actions are based on totally different assumptions about the way success is achieved. The results show not only in terms of conventional measures of performance but also in the enthusiasm of the employees and quality of customer satisfaction. Beginning with the service encounter, service managers must blend marketing, technology, people, and information to achieve a distinctive competitive advantage. In this course The participants will study service management from an integrated viewpoint with a focus on customer satisfaction, integrate operations, marketing, strategy, information technology and organizational issues.

Course Objectives

  • To study "breakthrough" services in order to understand the operations of successful service firms that can be benchmarks for future management practice.
  • To develop an understanding of the "state of the art" of service management thinking.
  • To develop an awareness of the opportunities that information technology can have for enhancing service firms competitiveness.
  • To appreciate the organizational significance of managing the service encounter to achieve internal and external customer satisfaction.
  • To understand the dimensions of service growth and expansion both domestically and internationally.
  • To gain an appreciation of the complexities associated with implementing change.
  • To appreciate the entrepreneurial opportunities in services 

Who Should Attend?

  • Managers
  • Executives
  • Supervisors
  • Anyone who is or will be responsible for managing teams or individuals


Course Details/Schedule

Day 1

  • The nature of services
  • Creating breakthrough services 
  • Developing a vision of the business
  • Building customer loyalty
  • Using information systems to better serve the customer

Day 2

  • The service delivery system
  • Achieving breakthrough service
  • Structuring the service enterprise
  • Delivering internet services

Day 3

  • Service facility design and layout
  • Consolidations: rollups
  • Managing service operations
  • Creating a service culture

Day 4

  • The service encounter
  • Servqual
  • Managing the service profit chain
  • Competing on service quality

Day 5

  • Achieving total customer satisfaction
  • Total customer satisfaction, continued
  • Managing growth and renewal
  • Process innovation