NUS EXECUTIVE EDUCATION

Strategic Differentiation through Service Excellence

Call Advisor: Sarah Chan +65 6516 8340

Email Advisor:

Duration: 5 Days

Next Run: 12 Mar - 16 Mar 2018 - Apply Now

Venue: NUS Business School Mochtar Riady Building

Fees: SGD 5,990 (excl. GST) | 6,409 (incl. GST)

Overview

Achieving Service Mastery Strategy

Business leaders know that service is fast-becoming and recognised as a key strategic differentiator in this dynamic landscape. Not limited to just service organisations, traditional product-based, manufacturing organisations can benefit from service-based strategies to redesign and strengthen their value propositions, reengage customers, and improve customer loyalty through service-based innovation.

The five-day programme helps busy executives to hone their “service radar” and increase their sensitivity to service.

Through a toolkit of planning and implementation frameworks and tools, participants can look forward to establishing, transforming and leading a service-oriented culture within the organisation, communicating the service position to customers and winning in strategic service management.

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Dates and Fees

Enjoy introductory fee at S$5,990. Usual fee: S$6,490

Note: GST applies to individuals and Singapore registered companies.

Alumni / Early Payment / Team Enrolment Benefits

All NUS alumni and past participants of NUS Executive Education are entitled to 10% alumni savings on this programme.

Alternatively, you can enjoy savings if you pay early with Visa or MasterCard:
> 45 days before start of programme: 10% savings
> 30 days before start of programme: 5% savings

Team enrolment benefits are also available, please contact the programme advisor for details.

Application Deadline

  • Participants are strongly advised to apply at least 2 months in advance
  • Applications received after the deadline will be considered based on space availability
Sign Up for Two Programmes & Save

Enjoy significant savings of S$2,000 by combining the following courses with this programme:

Emerging Leaders Programme (ELPCOMBI2017)
Leading with Big Data Analytics (LBDACOMBI2017)
Mergers & Acquisitions (MACOMBI2017)
Strategic Human Resource Management (SHRMCOMBI2017)
Strategic Marketing Management (SMMCOMBI2017)
Developing and Driving Strategic Innovation (DSICOMBI2017)

Terms and conditions apply. Please refer to this information sheet for more details.

Core Focus

Capturing Value in the Service Economy
  • Why and how to use service to defy commoditisation
  • Creating & capturing value through service products, and their design and delivery processes

Achieving Customer Loyalty
  • Designing and delivering service throughout the customer journey
  • Key tools to create customer loyalty

Building a World-Class Service Culture
  • Developing your organisation’s unique service culture
  • Branding the service culture
Service Revolution: Achieving Cost-Effective Service Excellence
  • Effectively diagnosing and closing service quality gaps
  • How to design, implement and manage effective Customer Feedback Systems that drive organisational learning and improvements
  • How to achieve rapid improvements in service quality, service differentiation and service culture
  • Strategies to achieve cost-effective service excellence: How to become a leader in both customer satisfaction and productivity
  • The role of technology in cost-effective service excellence

Key Benefits

Key Benefits

  • Gain insight into how service excellence can be used to create and capture value in competitive industries
  • Understand how to identify, develop and brand service products
  • Be equipped with key frameworks and tools to create customer loyalty
  • Learn how to close service gaps and drive service quality in cost-effective ways
  • Be able to craft and deliver an omni-channel service culture
  • Learn how to deliver a seamless service experience through people, strategy and technology

Who Should Attend

Leaders and senior executives with at least 10 – 15 of working experience, looking to establish or develop service excellence and lead the organisation with strategic service innovation.

Faculty and Guest Instructors

Jochen Wirtz
Programme Director

Jochen Wirtz

Professor and Vice Dean (Graduate Studies)

» View CV

Jochen Wirtz is Vice Dean, Graduate Studies, and Professor of Marketing at the National University of Singapore (NUS). Further, he is an international fellow of the Service Research Center at Karlstad University, Sweden, and Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, US. Previously, Dr Wirtz was the founding director of the dual degree UCLA – NUS Executive MBA Program, ranked globally #6 in the Financial Times 2016 EMBA rankings (from 2002 to 2017), an Associate Fellow at the Saïd Business School, University of Oxford (from 2008 to 2013), and a founding member of the NUS Teaching Academy, the NUS think-tank on education matters (from 2009 to 2015). Read profile

kimes
Faculty

Sheryl Kimes

Visiting Professor, National University of Singapore
Professor, Cornell University School of Hotel Administration

Sheryl E. Kimes is a professor of operations management at the School of Hotel Administration (SHA). From 2005 to 2006, she served as interim dean of the school, and from 2001 to 2005, she served as the school’s director of graduate studies. Kimes teaches revenue management, restaurant revenue management, and service operations management. Read profile

Wolfgang
Guest Instructor

Wolfgang Ulaga

AT&T Professor of Services Leadership & Co-Executive Director,
Center for Services Leadership
W.P. Carey Business School, Arizona State University

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of products, services and customer solutions, with an emphasis on business markets. Read profile

Wolfgang Ulaga

Wolfgang Ulaga is AT&T Professor of Services Leadership & Co-Executive Director, Center for Services Leadership at the W.P. Carey Business School, Arizona State University. He works with firms, executives and students around the globe on improving their competencies and skills in Marketing and Sales of products, services and customer solutions, with an emphasis on business markets. His executive education and teaching activities focus on companies can (co) create value for (and with) B2B customers, capture value through better pricing, compete through service excellence and create outstanding customer experiences in professional services and industrial goods markets. Since more than 20 years, he is a frequent keynote speaker and has consulted with companies in diverse industries and designed and delivered customized executive education programs for corporations in services markets such as energy, global logistics, recycling and waste treatment, retailing, or telecommunications and in industrial goods markets such as aerospace, capital equipment, cables, chemicals, industrial gases, or medical devices.

Dr. Ulaga holds a PhD from the University of Paris 1, Pantheon-Sorbonne and received a Honorary Doctorate from Turku School of Economics, Finland, for his pioneering research on customer value and servitization strategies in B2B. His research investigates how firms craft service-growth strategies, develop new service business models in emerging and mature markets, design B2B service portfolios, capture more value through better service pricing and manage the change from a product-centric to a service-savvy salesforce. He has published numerous articles in leading academic and managerial journals, including Harvard Business Review, Journal of Marketing, Journal of the Academy of Marketing Science (JAMS), or Journal of Service Research, among many others. Wolfgang has received numerous awards and recognitions, including the 2010 HEC Paris Best Teacher of the Year Award, the 2011 American Marketing Association’s (AMA) Winter Educator's Conference Overall Best Paper Award, The Case Center’s Annual Awards for globally best-selling case in Marketing (2015 and 2016), Top 40 Best-Selling Case Authors (2016), and the Outstanding Case Writer Award (2016).

Prior to joining ASU, he was on the full-time faculties at IMD Business School in Lausanne, HEC School of Management Paris, ESCP-EAP Paris, and EDHEC Lille. He also served as a Visiting Professor at the Medoza College of Business, University of Notre Dame, Indiana Before starting his career in academia, he worked in Frankfurt and Paris as a consultant for DML & Associés, an international management consulting firm.

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Jochen Wirtz

Jochen Wirtz is Vice Dean, Graduate Studies, and Professor of Marketing at the National University of Singapore (NUS). Further, he is an international fellow of the Service Research Center at Karlstad University, Sweden, and Academic Scholar at the Cornell Institute for Healthy Futures (CIHF) at Cornell University, US. Previously, Dr Wirtz was the founding director of the dual degree UCLA – NUS Executive MBA Program, ranked globally #6 in the Financial Times 2016 EMBA rankings (from 2002 to 2017), an Associate Fellow at the Saïd Business School, University of Oxford (from 2008 to 2013), and a founding member of the NUS Teaching Academy, the NUS think-tank on education matters (from 2009 to 2015).

Dr Wirtz holds a Ph.D. in services marketing from the London Business School. His research focuses on service marketing and management, and he has published over 200 academic articles, book chapters and industry reports (incl. five features in Harvard Business Review). His over 10 books include Services Marketing – People, Technology, Strategy (World Scientific, 8th edition, 2016), Winning in Service Markets (World Scientific, 2017), and Essentials of Services Marketing (Pearson Education, 3rd edition, 2017). With translations and adaptations for over 26 countries and regions, and combined sales of some 800,000 copies, they have become globally leading services marketing text books. His other books include Flying High in a Competitive Industry: Secrets of the World’s Leading Airline (co-authored with Heracleous and Pangarkar, McGraw Hill, 2009).

In recognition of his excellence in teaching and research, Professor Wirtz has received over 40 awards, including the Academy of Marketing Science (AMS) 2012 Outstanding Marketing Teacher Award (the highest recognition of teaching excellence of AMS globally) and the prestigious, top university-level Outstanding Educator Award at NUS. He also was the winner of the inaugural Outstanding Service Researcher Award 2010 and the Best Practical Implications Award 2009, both awarded by Emerald Group Publications. He serves on the editorial review boards of over ten academic journals, including the Journal of Service Management, Journal of Service Research, Journal of Service Science, Journal of Service Theory & Practice, Service Industries Journal, and Cornell Hospitality Quarterly.

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Sheryl Kimes

Sheryl E. Kimes is a professor of operations management at the School of Hotel Administration (SHA). From 2005 to 2006, she served as interim dean of the school, and from 2001 to 2005, she served as the school’s director of graduate studies. Kimes teaches revenue management, restaurant revenue management, and service operations management.

She has been named the school’s graduate teacher of the year three times and was awarded a Menschel Distinguished Teaching Fellowship by Cornell University in 2014. Kimes's research interests revolve around revenue management in the restaurant, hotel, and golf industries. She has published over 50 articles in leading journals such as Interfaces, Journal of Operations Management, Journal of Service Research, Decision Sciences, and the Cornell Hospitality Quarterly.

Kimes has served as a consultant to many hospitality enterprises around the world, including Chevy’s Fresh Mex Restaurants, Walt Disney World Resorts, Fairmont Hotels and Resorts, Starwood Asia-Pacific, and Troon Golf. Kimes earned her doctorate in operations management in 1987 from the University of Texas at Austin.

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