Service Management

Customer-Centric Service Strategies

Build service strategies that prioritize customer needs, loyalty, and long-term value.

Customer-Centric Service Strategies
Track Service Management
Duration 30 hours
Skill Level Beginner
Language English

About this Course

Build service strategies that prioritize customer needs, loyalty, and long-term value.
Learning Mode: Learn at ALC or at Home

Detailed Course Curriculum

Hands-on module breakdown aligned with MKCL production standards and industry requirements.

  • Understanding the importance of Research Objectives.
  • Customer Research in Different businesses
  • Twitter
  • Burbn
  • Starbucks
  • Criteria for an Effective Service Research Program
  • Qualitative research methods.
  • Quantitative research methods.
  • Importance of wants and perceptions of customers.
  • Balance between cost and benefits.
  • Understanding when statistical validity is required.
  • Measuring Customer Priorities.
  • Frequency of service research
  • Measure loyalty, behavioural needs and behaviour.
  • Importance of Customer Journeys
  • Importance of using the complaint solicitation method in market research.
  • Importance of using requirements research method in building a robust survey.
  • Value of a good survey in building and maintaining customer satisfaction.
  • SERVQUAL Surveys – Perceptions
  • SERVQUAL Surveys
  • SERVQUAL Surveys – Expectations and Post Transaction Calls.
  • Service expectations meetings and reviews.
  • Process checkpoint evaluations.
  • Future Expectations Research
  • Understanding Research
  • Definitions of Research
  • Understanding Customer Research
  • Types of Customer Research Methods
  • Qualitative Research Continued
  • Analysis and Interpretation of Research
  • Customer Experience
  • Importance/Performance Matrix
  • Definition of Importance/Performance Matrix
  • Customer Research
  • Definition of Customer Research
  • Importance of Customer Research
  • DR. OPTIMUM EXECUTION
  • Upward Communication
  • Importance of Upward Communication
  • Research for Upward Communication
  • Definition of Relationship Marketing
  • Relationship Marketing Continued
  • Maintaining Customer Relationships
  • Customer Retention
  • Evolution of Relationships
  • Goals of Relationship Management
  • Definition of Customer Retention
  • Benefits of Relationship Management
  • Definition of Special Treatment Benefits
  • Special Benefits to Customers
  • Special Benefits to Companies
  • Economic Benefit
  • Relationship Value of Customer
  • Customer Relationship Management (CRM)
  • Case Study: Amazon
  • Customer Profitability Segments
  • The Customer Pyramid
  • Customers View of Profitability Tiers
  • Making Business Decisions Using Profitability Tiers
  • Definition of Relationship Marketing
  • Different Stages of Relationship Development
  • Relationship Development
  • Relationship Dissolution
  • Strategies used to Retain Customers
  • Relationship Development Strategies Examples
  • Strategies to build long-term relationships with customers
  • The Customer is not Always Right
  • Maintaining Customer Relationships
  • Ending Business Relationships
  • Ending a customer relationship: dos and don’ts
  • Customer relationship challenges in e-commerce
  • The Impact of Service Failure and Recovery
  • The Customer Complaint Iceberg
  • Case Study: Southwest Airlines
  • Customer’s Response to Service Failure
  • Understanding Why People DO and DO NOT Complain
  • Service Recovery: Ritz Carlton Story
  • Service Recovery Strategy: Fix the Customer
  • Service Recovery Strategy: Respond Quickly
  • Providing Appropriate Communication
  • Treating Customers Fairly
  • Cultivating Relationships
  • Encourage and Track Complaints
  • Learn From Recovery Experiences
  • Learn Froom Lost Customers
  • Getting it Right the First Time
  • Service Guarantee
  • Definition of Guarantee
  • Service Guarantee Continued
  • Characteristics of Effective Guarantees
  • Types of Service Guarantees
  • Benefits of Service Guarantees
  • When or when not to give Service Guarantees
  • Who Decides to Give Service Guarantee?
  • When to Give Service Guarantee?
  • When NOT to give Service Guarantees?
  • Do Service Guarantees really work?
  • Switching VS Staying Following Service Recovery
  • Infrastructure Development
  • Construction Machines: Market Reality
  • Organizational Buying process for Construction Machinery
  • The Product
  • Wheel Loader Questionnaire
  • Market Mapping - First Component
  • Market Mapping - Second Component
  • Market Mapping - Third Component
  • Importance of Case Studies
  • Classification and Strategies of Rural Products
  • Factors Influencing Rural Marketing
  • Analysing Risks in Crossbreeding of local Cows (Open system)
  • The Real Risk & the Perceived Risk
  • Why farmers don’t use de worming drugs
  • Methodology of Calculating Profit and Loss
  • Enhancing Sale of Winter Tyres
Eligibility Criteria
• Basic knowledge of computers and keen desire to build skills in this field.
• Open to students, job seekers, and working professionals.
Official Certification
• Official MKCL KLiC Certificate upon successful completion of the course and evaluations.
Work-Centric Learning Approach
• Step 1: Learners are given an overview of the course and its connection to life and work
• Step 2: Learners are exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Step 3: Learners are acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Step 4: Learners are acquainted with the architecture of the tool or tool map so as to appreciate various parts of the tool, their functions, utility and inter-relations.
• Step 5: Learners are exposed to simple application development methodology by using the tool at the beginner’s level.
• Step 6: Learners perform the differential skills related to the use of the tool to improve the given ready-made industry-standard outputs.
• Step 7: Learners are engaged in appreciation of real-life case studies developed by the experts.
• Step 8: Learners are encouraged to proceed from appreciation to imitation of the experts.
• Step 9: After the imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Step 10: Emulation is taken a level further from working with differential skills towards the visualization and creation of a complete output according to the requirements provided. (Long Assignments)
• Step 11: Understanding the requirements, communicating one’s own thoughts and presenting are important skills required in facing an interview for securing a work order/job. For instilling these skills, learners are presented with various subject-specific technical as well as HR-oriented questions and encouraged to answer them.
• Step 12: Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression, from self-expression to self-confidence and from self-confidence to self-reliance and self-esteem!

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Course Overview
  • Duration: 30 hours
  • Track: Service Management
  • Skill Level: Beginner
  • Language: English
  • Mode: Learn at ALC or at Home
  • Certificate: Official MKCL
Key Course Highlights:
  • Inspect the Customer expectations and the elements required for market research to understand customers
  • Compare the different components of successful service marketing research
  • Illustrate the significance of the SERVQUAL survey, its approach and its ability to help comprehend how customers perceive a service.
  • Examine the findings of customer research program and analyse with precision to obtain favourable output.
  • Paraphrase the importance of assessing customer experience and the techniques for its measurement in shaping performance metrics.
  • Compare the various strategies involved in relationship development and the value it gives in customer satisfaction.
  • Interpret the idea of Customer Relationship Management (CRM) and its significance in upholding customer relationships.
  • Summarize the various phases involved in developing customer relationships and outline effective tactics for establishing enduring connections with customers to retain them.
  • Discover the implementation of diverse service recovery strategies that aims to address service failures and enhance customer experience.
  • Interpret the idea of service guarantee, along with its associated approaches and advantages
  • Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
  • Develop project management skills to efficiently plan and execute projects
  • make judgement and take decision, based on the analysis and evaluation of information and work scenario
  • Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources
  • Pursue self-paced and self-directed learning
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