Service Management

Designing for Service Excellence

Learn frameworks and tools to design seamless and high-quality service experiences.

Designing for Service Excellence
Track Service Management
Duration 30 hours
Skill Level Intermediate
Language English

About this Course

Learn frameworks and tools to design seamless and high-quality service experiences.
Learning Mode: Learn at ALC or at Home

Detailed Course Curriculum

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

  • Introduction- Nyx Cosmetics
  • Service Innovation
  • Challenges of Service Innovation & Design
  • Considerations for Service Innovation
  • Involvement of customers and employees:
  • Service design
  • Principles of Service Design Thinking
  • Types of Service Innovation
  • Major or Radical Innovations
  • Startups
  • New services for the currently served market
  • Introduction - Yamaha Piano
  • Case Study: Patagonia
  • Stages in Service Innovation
  • The Haloid Company
  • Front End Planning
  • Stages in service innovation and development: Recap
  • Business Analysis
  • Case Study: Starbucks
  • Case Study: Dunkin Donuts
  • Implementation
  • Case Study: Townplace Suites
  • Value, Experience, Cohesion
  • Market Testing
  • Case Study: Netflix
  • Commercialization
  • Case Study: Big Basket
  • Post Introduction Evaluation
  • Introduction - Costco
  • Defining a Blueprint
  • What is Service Blueprinting?
  • The New Digital Health Mission
  • Case Study: AAA
  • Components of Blueprinting
  • Physical Evidence & Line of Interaction
  • Line of Visibility & Internal Interaction
  • Case Study: Oberoi Hotels
  • Examples of Service Blueprinting: Restaurant
  • Examples of Service Blueprinting: Banking
  • Evolution of ATMs
  • Blueprint for Technology delivered self service
  • Service blueprint for the opening and services related to a  savings account
  • Case Study: Uber
  • Building a Service Blueprint
  • Studying the Service Blueprint of McDonald’s
  • Standardization of Service Behaviours and Actions
  • Big Data
  • Case Study: Disney 1
  • Formal Service Targets and Goals
  • Disney Case Study 2
  • Standardization of Service: Examples
  • Why customer – not company – defined standards?
  • Setting Customer-Defined Standards: The Process
  • Case Study: DMV
  • Case Study: PSE
  • Case Study: FedEx
  • Understanding Customer Behaviour
  • Types of Customer-Defined Service Standards
  • Advantages of customer-defined service standards
  • Disadvantages of customer-defined service standards
  • How big brands are getting innovative to get customer feedback
  • Hard Customer-Defined Service Standards
  • Micro Case Studies
  • Hard Service Standards for Reliability
  • Hard Service Standards for Responsiveness
  • Adjusting Service Standards Across the Globe
  • Case Study: Four Seasons
  • Case Study: Toyota, Japan
  • Service Standards & The Globe
  • Hard Measures of Service Quality
  • Soft Service Standards
  • Micro Case Studies
  • SERVQUAL
  • One Time Fixes
  • Case Study: Hampton Inns
  • Case Study: Hertz
  • Case Study: Granite Rock
  • Advantages & Disadvantages of One Time Fixes
  • Step 1: Identify Existing or Desired Service Encounter  Sequence
  • Defining Service Encounter Sequence
  • Step 2: Translate Customer Expectations into Specific  Behaviours and Actions
  • Step 3: Determine Appropriate Standards
  • Type of measurements
  • Step 5: Establish target levels for the standard
  • Step 6: Track measures against standards
  • Step 7: Provide feedback about performance to employees  step it
  • Case Study: Evaluation of American Hotel Chains in 2018.
  • Step 8: Periodically update target levels and measures.
  • Developing Service Indexes
  • Case Study: Singapore Airlines
  • Understanding Physical Evidence
  • Tangibility and Intangibility Continuum
  • Definition of Physical Evidence
  • Types of Physical Evidence
  • Constitution of Physical Evidence
  • Physical Environment
  • Special layout
  • Ambience
  • Corporate Branding
  • Case Study: HillCart Tea
  • Consistency
  • Examples of Physical Evidence in the Service Industry
  • Case Study: London Olympics, 2012
  • Benefits and importance of Physical Evidence
  • Experience Engineering
  • Types do Context Clues
  • Mechanics Clues
  • Humanics Clues
  • Integration of Mechanics and Humanics
  • Definition of Servicescapes
  • Understanding Servicescapes
  • Usage of Servicescapes
  • Servicescape Complexity
  • Examples of Lean and Elaborate Servicescapes
  • Strategic Roles of Servicescapes
  • Packaging
  • Facilitation and socializing
  • How Servicescapes Affect us
  • The Underlying Framework of Sevicescapes
  • The Complex Dimensions of the Stimulus-Organism Response Model
  • Introduction to the Behaviours of Servicescapes
  • Approach & Avoidance Behaviours
  • Social Interactions
  • Internal Reactions to Servicescape
  • Strategic Roles of Servicescapes
  • Case Study: Mayo Clinic
  • Case Study: Indian Dhabas
  • The Strategic Impact of Physical Evidence
  • Blueprint the Physical Evidence
  • Update and Modernise the Evidence
  • Case Study: Anubhuti Coaches
  • About wedding planning endeavor
  • What is your and your partner’s background?
  • Motivation behind starting your own company?
  • How do you tackle off season in the wedding industry?
  • The procedure of planning a wedding?
  • Don’ts or No-Nos in wedding business and how to tackle them?
  • What kind of Service guarantees do you provide?
  • What goes behind the scenes of a wedding planning?
  • How to go about getting more clients and growing business?
  • How do management students fit in the world of wedding planning business?
  • Tell us about a good experience you’ve had in your business?
  • Tell us about a bad experience you’ve had in your business?
  • a. What is Service Innovation?
  • b. Case Study: Ginger Hotels
  • c. Case Study: Air BnB
  • d. Case Study: Axis Aha
  • e. Service Design and Servicescape
  • f. Case Study: Bluedart
  • g. Case Study: Imagica
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!

Ready to start Designing for Service Excellence?

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MKCL Certified Program

Admissions Open 2026

Flexible Offline & Hybrid Batches

Course Overview
  • Duration: 30 hours
  • Track: Service Management
  • Skill Level: Intermediate
  • Language: English
  • Mode: Learn at ALC or at Home
  • Certificate: Official MKCL
Key Course Highlights:
  • Inspect the service innovations and diverse array of types and considerations that necessitate intricate understanding and management.
  • Interpret the stages of service innovation and the underlying factors driving its development constituting a complex and dynamic process.
  • Diagnose the Service design thinking principles and the process of service innovation forming a cohesive framework for developing and enhancing services.
  • Diagnose the complex intricacies and nuanced aspects of service blueprinting and diverse array of components.
  • Design the intricate process of developing a technology blueprint involving systematic outlining of comprehensive framework.
  • Interpret the procedure for establishing standards that are defined by the customer, along with its various categories, benefits, and drawbacks.
  • Explore the idea, various categories, and advantages of physical evidence.
  • Paraphrase the idea, application, and strategic significance of the physical environment in servicescape.
  • Diagnose the fundamental structure of Servicescapes and how it operates.
  • Examine the significant role of physical evidence in influencing service innovation strategically.
  • Examine the role of servicescape through case studies.
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