Acquiring & Retaining Customers through Service Marketing

Marketing Institute of Singapore - Executive Development

Course introduction

Findings show that services impact customers more directly than products do. The dissatisfaction experiences from some aspects of customer services are the reasons for customers to switch their service providers. To remain service-centric, organisations need to understand the nature and unique characteristics of services when managing service quality, productivity and personnel. Organisations have to carefully audit their service marketing systems and strategies to ensure service encounters are exceeding the expectations of customers. They have to integrate the services resources, environments and capabilities to create the positioning of best services for customer experiences.

This course equips participants with the concept and application of services marketing for achieving excellent customer experiences through managing and exceeding customer expectations from the perspective of product, process, people, place, technology and customer service standards.

Course Benefits

  • Recognise services beyond product marketing for competitive advantage
  • Identify the unique characteristics of services for differentiated marketing effort
  • Build customer relationship and retention through service marketing mix
  • Foster a "team approach" service-oriented mindset through service marketing triangle to develop, promote and deliver services
  • Manage customer expected level of services on specific service dimensions
  • Develop characteristics of quality services personnel for customer experiences
  • Adopt customer service standards and create the services brand
  • Implement profitable service marketing strategies for revenue stream

Target Audience

For everyone in customer-focused organisations who wish to take their business service to a higher level.

Course Outline

Understanding service marketing vs. product marketing

  • Difference between service and product marketing
  • Unique characteristics of service marketing
  • Service marketing mix beyond the traditional marketing mix
Delivery of service marketing from the customers' perspective
  • Developing team's mindset on the importance of excellent product, delivery and services from the views of customers
  • Developing the attributes of first-rated quality customer services personnel
  • Adopting service marketing triangle for total marketing efforts
  • Applying elements of service quality when creating "moments of truth" beyond customers satisfaction
Implementing profitable service marketing strategies for building customer relationship
  • Understanding service-profit chain, customer lifetime value and capturing value
  • Managing customer relationship through services standard, complaint management, and services recovery
  • Reviewing and enhancing existing customer services processes and system

Available Course Sessions

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Trainer Profile

Cecilia Sim

Cecilia Sim is highly enthusiastic and motivated in facilitating participants to uncover and develop their personal and professional potentials. She includes gap analysis training methodology and walks the participants through self-discovery process to review past and existing workplace experiences, highlight necessary changes and revitalise next action steps for personal development and better results.

Cecilia is a bilingual facilitator who conducts programs according to learners and organisational background, needs and requirements. She has strong people skills and cross-border experiences to work with participants across different industries and cultures in the region. Her 20 years of extensive industry experiences came from her previous roles as Trainer/Facilitator, Sales Consultant, Assistant Director, and General Managers in various industries ranging from information technology, education, membership and management consulting. Her past corporate sales and marketing experiences include sales support for information systems, promotion of high profile memberships for MNC, SMEs and startup in many fields. She was responsible for portfolio repositioning, change management, sales results and performance of her team and organisation in her previous positions.

Her key competencies include corporate training, course development, and management consultancy services in the areas of sales and marketing, communication, customer services, supervisory management and mentoring.

Among many others, Cecilia's corporate clients include Ascendas Services Pte Ltd, Chemipac Marketing Services, Koda Ltd, ComfortDelGro Rent-A-Car Pte Ltd, Premier Rent a car, Diethelm Singapore Pte Ltd, Nike, Inc, MTU Asia, Kennametal Pte Ltd, American Express Singapore, Sime Darby Singapore Ltd, Spa Esprit, Applied Materials, SL Global Pte Ltd, Yung Wah Ind Co (Pte) Ltd, YHI Corp (Singapore) Pte Ltd, Chubb Singapore Pte Ltd, City Development Limited, Goodwood Park Hotel, York Hotel, PSC Group Limited, Singapore Food Industries Ltd, People's Association, WDA, Ministry of Education, Ministry of Defense, Singapore Police Force, People's Association, SAFRA. Her participants include organisations from Indonesia, Malaysia, Thailand, Vietnam, India, Pakistan, Australia, China and Hong Kong.

She holds a Master of Business Administration from University of Adelaide, Australia, Bachelor of Business Administration (Honor, major in Management Information System) from Northeastern University, Boston, USA. She also holds an Advanced Certificate in Training and Assessment (ACTA), WSQ. She is also a certified trainer for Service Professional (CSP) and GEMS.