| Date: 20 & 21 June 2012 Trainer: Andreas Petrou Location: CIIM Building, Nicosia
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Overview
For service companies customer service delivery is the most important function. Yet, companies have significant problems in this area:
- Often failing to meet customer expectations, rarely exceeding expectations
- Over servicing clients – dedicating resources to deliver not-valued services
- Not considering the cost to service customers
- Not recognising differences among strategic segments thus providing one-fit-all solutions
In order to deal with the issues identified above service firms must introduce significant innovations in their customer servicing model:
- Recognise the value of different strategic segments to the firm and understand each segment’s expectations across all interaction points with the company
- Identify gaps in the service delivery model, identify areas of improvement and develop priorities
- Create bundles of customer service offerings to match segment value with cost to serve
Objectives
The objective of the two-day training would be to help participants understand how to identify and implement innovative ideas to improve their customer servicing models so that their service delivery keeps customers satisfied while the firm makes a profit.
In order to achieve this objective, the customer servicing model will be evaluated from three different angles, the firm’s proposition, the customer view and the cost to deliver.
Below the key learning outcomes are identified:
- Understand how to identify, analyse and prioritise customer segments
- Learn how to recognise the critical success factors in delivering the customer promise and learn how to incorporate those in the customer service and measure the degree of delivery
- Understand how customers view their interactions with the firm – what are their motivations and expectations at different stage of service delivery and learn how to identify and fill gaps of expected service vs. delivered service
- Learn how to innovate by improving/creating value-add activities/features
- Learn how to optimise value for the firm
Objectives of In-House Consulting
The company specific part will help companies optimise their customer service delivery model by:
- Identifying improvements relating to service delivery processes and new features to enhance the customer value proposition
- de-emphasizing activities that proportionally add more cost than value.
The first objective will be achieved by discussing ideas generated in class and other ideas brought to the training and thinking through the implementation.
The second objective will be achieved by creating different propositions for different segments - incorporating different levels of service, and, by Identifying service areas which do not add value and discussing ways to de-emphasize.
Audience
Managers of the service firm who are responsible for functions which interface with customers such as marketing, sales, front-office operations and managers who are responsible for managing processes and IT systems at the service company.
Content
Introduction
- A service company’s business strategy and its value proposition
- The linkage of the value proposition to the customer servicing model
- The necessity of introducing innovation in the customer servicing model
Strategic customer segments
- Identifying strategic customer segments for a service firm
- Analysing customer segments
- Prioritising customer segments
Delivering the value proposition
- Recognising the dimensions of the customer promise
- Identification of critical success factors and how they are implemented
- Examples of best practice
Embedding critical success factors in the customer servicing model
- Analysing the customer servicing model of a firm
- Recognising which CSFs apply to what stages/processes
- Identifying innovative ways to embed and implement CSFs
Tracking the delivery of CSFs
- Identifying key measures across different processes
Identifying customer expectations - the customer journey
- Recognizing and mapping the customer journey for strategic segments
- Identifying different levels of customer expectations at different stages of the interaction with the firm
Benchmarking the actual delivery versus expectations
- Mapping actual vs desired levels of delivery across key processes
- Identifying gaps
- Process innovation
- New features
- Staff competencies
Creating value for the firm
- Balancing the customer value with firm value
- Assessing cost to serve and finding ways to minimise without destroying value for the customer
- Creating bundles of offerings
Creating an action plan
- Prioritising ideas
- Translating ideas to specific actions
- Identifying timescales and responsibilities
Contents of In-house Consulting
Participants will be encouraged to share with their colleagues the areas of improvements identified in class and the action plan developed in class and identify priorities to be covered by the training. The areas to be considered in order to meet the training objectives identified above are: the firm’s strategic segments, priorities and how each segment is serviced, how the firm’s value proposition is delivered and possible gaps, areas where customer expectations are not met, areas where customers are over-served, focused propositions to specific segments.
Experience suggests, areas where there may be scope for improvement are:
Evaluating ideas about improving the customer service delivery and discussing the details of implementation
- Prioritise ideas
- Think through how to test the idea
- Establish IT requirements
Creating different propositions for different segments by incorporating different levels of service
- Recognising different segment needs and the value to the company
- Creating different levels of service to balance value
- Thinking through the operationalization
Identifying service areas which do not add value and discussing ways to de-emphasize
- Review features of the proposition and the value perceived by the customer – think ways to reduce of eliminating and evaluate the impact
Faculty: Andreas Petrou
Dr. Petrou is Assistant Professor of Strategy. He teaches classes for the MBA programme and executive courses on strategy design, strategy execution and project management.
Professor Petrou worked for a number of years as a consultant with Accenture where he helped companies design and implement strategies. He designed and implemented performance management systems for a number of Cypriot and other European organizations, and trained staff of how to employ this tool for facilitating strategy implementation and change. His performance management assignments include training and/or consulting with companies such as Unicom, CTO, Uniteam, Neocleous and Co, Thomas Cook, Barclays, Vodafone and Aviva.
Fees and General Information
This is a Vital Importance seminar and participants are eligible up to full subsidy (zero cost for participation) based on HRDA criteria or should they have to pay the amount could be significantly low.
The normal cost for participation will be determined after completion of the relevant documents.
Criteria for the subsidy is set by the HRDA – the two main points affecting eligibility are (i) size of the organisation, (ii) cost of the individual attending to their organisation (please refer to HRDA’s “Guide and policies for subsidy” for full details on the HRDA website www.hrdauth.org.cy
Fees include tuition, educational materials, coffee breaks and meals
Due to CIIMs non-profit status NO VAT is charged
