OBJECTIVE

The service business industry has positioned itself like one of the main economic
engines of the first world countries ( mainly in Europe and the US). Due to to this
fact, it is really important analyse deeply the drivers that impact in the service
business. This course presents a deep analysis in terms of interrelations which exist between marketing processes, operations, logistics and human resources in the services industry. The course will analyse many differences in the concept of efficiency, quality, personal touch and other variables between the US, Europe and Asia. The international perspective will evaluate the most important issues to take into account in the services industry in different countries and clusters.

CONTENTS

I. THE BUSINESS OF SERVICES. LIVING IN AN ECONOMY AND SERVICES

SOCIETY.

The rol of services in a modern economy, the changing environment of services, aspects of services, how services differ?

II. STRATEGIC VISION AND LEADERSHIP IN A SERVICE INDUSTRY.

Strategic vision of the service business, design and implementation of service strategies, a comprehensive approach of services, the 3 imperatives in managing services, creation of a leader company in services.

III. CUSTOMER INVOLVEMENT IN THE THE PROCESS.

Service as a process, different services generate different challenges in terms of management, clients and customers in terms of operations, the service as a system.

IV. CUSTOMER BEHAVIOUR IN SERVICES.

The nature of service consumption, understanding customers, buying behaviour process, meeting with the customer, the customer as a co-manufacturer, how customers evaluate the service.

V. HOW TO CHOOSE CUSTOMER, MANAGE RELATIONSHIPS AND GENERATE

LOYALTY.

How to choose the right customers, segmentation strategies for an effective capacity utilisation, how to select an appropriate portfolio of customers, creating networks, searching for customer loyalty.

VI. POSITIONING OF A SERVICE IN THE GENERAL MARKET.

Competitive advantages, steps in order to develop a correct positioning strategy, how to create positioning maps.

VII. CREATING SERVICES WITH ADDED VALUE.

Service mapping, identification and classifying complementary services, developing brands in service, new service development.

VIII. PRICING STRATEGIES FOR SERVICES.

To pay for a service: the customer perspective, services pricing policies and its context, ethical issues, how to establish pricing goals, pricing strategy, price and demand, how to implement pricing strategies in the services industry.

IX. CUSTOMER EDUCATION AND SERVICES PROMOTION.

The role of communications, services against goods: implications for communication strategies,, to establish communication goals, mixing communications, the impact of internet.

X. DESIGN OF DELIVERY SYSTEMS FOR SERVICES.

Delivery strategies for services, selecting the contact, decisions about: place and time of delivery, the physical elements of service, the role of intermediaries.

XI. MANAGING SERVICE DEMAND FLUCTUATIONS AND MANUFACTURING

CAPACITY IN SERVICES INDUSTRY.

The demand fluctuations, measuring and managing business capacity, the models and determinants of the demand, strategies in order to manage demand, demand storage using “colas”, demand storage using reservation system.

XII. TECHNOLOGY AND STRATEGY APPLIED TO SERVICES INDUSTRY.

The meaning of technology in the services industry, application of technology in the services industry, internet and intranet application in the service industry.

XIII. HOW TO MANAGE HUMAN TALENT IN THE SERVICES INDUSTRY.

Human resources: an asset where companies should invest. ( the US model and the EU model, a comparative perspective). Design of job and recruitment. Empowerment: giving power and responsibilities to employees.

XIV. INCREASING THE VALUE OF SERVICES IMPROVING QUALITY, PERFORMANCE

AND PRODUCTIVITY.

Integrating productivity and quality strategies, definition and measurement, identifying and correcting deficiencies in the service delivery and design, preventing and conflict resolution, how productivity improvement impacts in the quality of service, specific proposals focused to customers in order to get a better productivity.

XV. MANAGING COMPLAINTS.

Complaint behaviour in customers, the impact of loyalty in recovering unsatisfied customers, services guarantees.

Case studies: