Its objective is to understand the main characteristics of service management.
- Nature of the services and their importance.
- Qualities of services and management methods.
- Value proposition methods for services.
- Effectiveness in the administration of services.
- Tools for understanding customer needs
Its objective is to understand how to prepare a business plan focused on services.
- The general process of doing marketing.
- Segmentation and target market selection.
- Positioning and development of value proposition.
- Placement of the commercial offer: Go-to-market.
- Business planning for service companies.
This module will allow students to understand that customer experience translates into the integrated experience of sensations, judgments, and emotions in relation to a product or service and relates them to the organization, through three components: Functional, Operational, and Emotional, determining whether a requested service is: effective, easy, and satisfactory.
- Customer Experience Management: Context of the experience and customer focus; key steps for implementing a customer listening system. Expectation vs. Experience. Customer experience factors.
- Customer focus: Customer-centric model, customer-centric management environment, customer differentiation. Customer interaction.
- Purchase decision journey and moments of truth.
- Tools workshop: Customer Journey Map.
- Omniquality in experiences.
Its purpose is to teach the Design Thinking methodology and develop the skills that allow participants to design customer/user-centric service experiences and take this collaborative framework as a basis for innovation and/or continuous improvement of service systems over time.
- Identify: Why, how, and in what do organizations innovate?
- Understand what Design Thinking is, why it is important, what the stages are and how it is implemented (empathize, ideate, implement).
- Develop skills that benefit the creation of user/customer-centric services.
- To know and apply innovation tools for framing a problem, from the point of view of the client or user.
- To learn and apply innovation tools to creatively explore solution ideas.
- To know and apply innovation tools to test and validate a solution.
This module will allow you to analyze human resources practices and policies and their consistency with the service model; as well as recognize the elements of a service culture and the steps to implement it, valuing the worker experience as a key element within the process of generating a customer-oriented culture.
- Service culture: components and stages.
- Building a culture from within the organization.
- Service experience and work experience.
- Service management and the people management cycle: attract, align, engage, develop, separate. Competency management.
- Frontline leaders and people management.
The objective of this module is to understand and apply metrics to control service experience management and seek continuous improvement.
- Customer management control models: identification, differentiation, interaction, and personalization.
- Design of visualization tools for indicators and control panels.
- Customer lifetime value as a basis for the organization's intangible capital turnover.
- Key management indicators: NPS, satisfaction, capture rate vs lifetime value, adherence and retention.
- Workshop.
