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Cyprus International Institute of Management

Innovation in the Customer Servicing Chain for Profitable Growth

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Description

For service companies, customer service delivery is the most important function. Yet, most companies often fail to meet customer expectations, or deliver their services without considering the cost in servicing their customer, as well as tending not to recognise the differences among strategic segments and providing a one-fit-all solution.

In order to deal with such issues, service firms must introduce significant innovative actions in their customer servicing model. Such actions include, to intentionally building customer experiences in the organisation’s customer service-chain, recognising the value of different strategic segments of the firm, aligning the communication process across all interaction points, identifying gaps and area of improvements, developing priorities and enhancing the value received by the customers.

The Introducing Innovation in Service Delivery programme, is approved as a ‘Vital Importance Programme’ by the Human Resource Development Authority (HRDA) Cyprus and organisations participating with their employees, who satisfy the HRDA’s criteria, are entitled to a full subsidy, therefore, may attend this programme without any cost.

Programme Focus

Introduction

  • A service company’s value proposition and the customer servicing-chain.
  • The necessity of introducing innovation in the customer servicing model considering customer behavior.
  • The challenge to deliver value for the customer and the firm.
  • Exercise: Identify customer requirements.

Strategic Customer Segments

  • Identifying strategic customer segments for a service firm.
  • Prioritising customer segments.
  • Analysing customer segments.
  • Exercise: Identify, analyse and prioritise the company segments.

Delivering the Value Proposition

  • Recognising the dimensions of customer assurance.
  • Identification of critical success factors and how they are implemented.
  • Examples of best practice.
  • Exercise: Describe the firm’s value proposition to different segments and identify critical success factors.

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.
  • Exercise: Recognize the customer journey for a key segment and identify expectations.
  • The Customer Journey.

Benchmarking the actual delivery versus expectations

  • Mapping actual vs desired levels of delivery across key processes.
  • Identifying gaps: Process Innovation, New Features, Staff Competencies.
  • Exercise: Identify gaps in the customer servicing and ideas of how to fill them.

Implementing improvements to the customer servicing model

  • Identifying volumes
  • Establishing positions
  • Developing SLAs

Creating a new value proposition and customer servicing chain

  • Balancing the customer value with firm value.
  • Assessing cost to serve and finding ways to minimize without destroying value for the customer.

Identifying critical success factors in the customer servicing model and tracking the delivery of CSFs

  • Recognising which CSFs apply to what stages/processes.
  • Identifying key measures across different processes.

Creating an action plan

  • Prioritising ideas and translating ideas to specific actions.
  • Identifying timescales and responsibilities.
  • Exercise: Prioritise ideas and create an action plan.

Key Outcomes

  • Understand how to identify, analyse and prioritise customer segments
  • Learn how to recognise the critical success factors in delivering the customer’s assurance 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 stages of service delivery and learn how to identify and fill gaps of expected service vs. delivered service

Benefits for you

  • Learn how to innovate by improving/creating value-added activities/features.
  • Learn how to optimise value for the firm.

Benefits for your organisation

Innovation will contribute to:

  • Uniqueness and impact on the experiences delivered
  • Highly differentiated value proposition
  • Divergent thinking in the design of the delivery

Who should attend

  • Managers who are responsible for functions which interface with customers such as: marketing, sales, front-office operations,
  • Managers who are responsible for managing processes and IT systems at a company,
  • Commercial managers
  • Business development managers,
  • Owners and CEOs

Experts

Dr. Paris Cleanthous is the director of the MBA and MPSM programmes at the Cyprus International Institute of Management (CIIM) and professor of Strategy and Marketing. At the same time, he is a visiting scholar at the London School of Economics and Political Science (LSE) and Open University Cypr...

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