Acquiring & Retaining Customers through Service Marketing
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 service providers. To remain service-centric, organisations need to understand the nature and unique characteristics of services when managing service quality, productivity and personnel.
Organisations 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 course 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.
Detail
| Date: |
17 Sep 2012 - 18 Sep 2012 |
| Duration: |
2, day(s) 9:00AM - 5:00PM |
| Fee: | $680.00 |
| Venue: | 51 Anson Road, #03-53 Anson Centre Singapore 079904
|
Fees are subjected to prevailing GST of 7%
For more information, please contact JobsDB Learning at 65788111 or email to learning@jobsdb.com.sg
Payment must be made before the commencement of the workshop. No cancellation is allowed 7 days prior to workshop.
Outline
Understanding service marketing vs. product marketing
· Difference between service and product marketing
· Unique characteristics of service marketing
· Service marketing mix beyond the traditional marketing mix
Delivery of service 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 service 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
Facilitators
Cecilia Sim believes strongly that people can develop to their potentials at personal and professional level. She is highly enthusiastic
and motivated in facilitating participants to uncover and develop their personal and professional potentials. She facilitates and
engages participants by using simulated real-life cases and practical examples to enhance their learning. Cecilia includes gap
analysis training methodology and walks the participants through self-discovery process to review past and existing workplace
experiences, highlight necessary changes and revitalise next action steps for personal development and better results.
Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements.
She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the
region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant,
Assistant Director, and General Managers in various industries ranging from information technology, education, membership and
management consulting. Her past corporate sales and marketing experiences include sales support for information systems, market
development for corporate training programs in Singapore and China, promotion of high profile memberships for MNC, SMEs and
startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her
team and organisation in her previous positions.
Being a practitioner managing her training and consultancy firm, she is well-versed with practical strategies when facilitating
participants and strongly effective in sharing experiences, changing of mindsets and motivating of personnel in all levels. Her key
competencies include corporate training, course development, and management consultancy services in the areas of sales and
marketing, communication, customer services, supervisory management and mentoring.
Among many others, Cecilia’s corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd,
ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd,
American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte)
Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC
Group Limited, Singapore Food Industries Ltd, People’s Association, WDA, Ministry of Education, Ministry of Defence, Singapore
Police Force, People’s Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam,
India, Pakistan, Australia, China and Hong Kong.
She has a Bachelor of Business Administration from Northeastern University, Boston, USA. She also holds an Advanced Certificate in
Training and Assessment (ACTA), WSQ
Who Should Attend
For everyone in customer-focused organisation to take their business service to a higher level.
Objectives
· Recognise services beyond product marketing for competitive advantage
· Identify the unique characteristics of services for differentiated marketing effort
· Build customer relationship and retention through service marketing mix
· Foster a “team approach” service-oriented mindset through service marketing triangle to develop, promote and deliver services
· Manage customer expected level of services on specific service dimensions
· Develop characteristics of quality services personnel for customer experiences
· Adopt customer services standards and create the services brand
· Implement profitable service marketing strategies for revenue stream