Services Marketing 101

(1 of 3 of the Service Marketing Series)

Marketing of Services has emerged as an important sub discipline of marketing in today’s increasingly service-driven economies.  Core and attendant services provided are emerging as a key differentiator in the mind of the consumers given increasing homogeneity in product offerings and in technology-empowered process improvement tools.

 Arguably more than the product, it is the service quality that distinguishes competing brands from each other. A service company needs to create that edge by doing things differently from the others, while continuing to strive for operational excellence and efficiency from within.  Market leadership in Services calls for a different mindset and thinking in terms of continuous innovation and providing enhanced value of customer experience and service.

 
KEY BENEFITS TO THE COMPANY
  • Participants to learn how to create, evaluate, and execute a  differentiated service environment that is both functional and enhances the experience of the consumer
 
WHO SHOULD ATTEND
Suitable for anyone who works in the service industry (not just front line customer service), and/or anyone who has a general interest in services marketing
 
COURSE OUTLINE
  • Sub-Topic #1: The Gaps Model of Service Quality
              Workshop on Sub-Topic #1: Closing the Gap –Insights to assess Service Strategy
  • Sub-Topic #2: Focus on the Customer: Expectations and Perceptions of Service
              Levels of Expectation + Factors that influence Customer Expectations of Service
              Customer Satisfaction and Service Quality
              Workshop on Sub-Topic #2 – Managing the Service Encounters/Moments of Truth
  • Sub-Topic #3:  Relationship Marketing  + Service Recovery
              Relationship Development Strategies
              Service Recovery Strategies

KNOW YOUR SENSEI

Ramon Barredo has had 20 years of extensive experience in Marketing & Sales, gained from working with leading multinational andlocal corporations across diverse industries, to include consumer goods, retail, pharmaceutical and real estate development. Mr. Barredo’s specific areas of focus include leading new product commercialization initiatives, and launch of branded retail formats. Mr. Barredo has likewise been involved in directing and executing sales &channel management initiatives, as well as crafting sales force capabilities programs. Mr. Barredo received his Master’s Degree in Business Management with Distinction from the Asian Institute of Management.
 

 


OTHER COURSES UNDER THE SERVICE MARKETING SERIES
1) Mapping a Winning Service Blueprint: Service Innovation and Design
2) Developing an Integrated Services Marketing Plan (The Service Triangle) – Enabling, Making and Delivering the Promise