Managing the Customer Experience. Designing, delivering and improving performance n Executive Education Series: Deepen your strategic know-how and develop practical rigour to accelerate organisational impact DATE Refer to website for latest dates TIME 9.30am 5pm VENUE The Westin Melbourne 205 Collins Street, Melbourne COST $2,380 (incl. GST) Understand the emerging concepts and practices around service provision Design innovative service delivery models Create and introduce experiential dimensions to service delivery Monitor and evaluate service quality swinburne.edu.au/executiveeducation
Program. n Excelling at customer engagement. Tapping into the experience economy Adding value to service delivery Driving customer loyalty Linking customer service to financial performance Over the last three decades service sector leaders have recognised the link between customer satisfaction, retention and the experiential elements of service consumption. In what has been termed the experience economy, there is general consensus that consumers seek experiences that inspire emotions, satisfy the individual s quest for psychological self-determination and produce meaningful experiences. Many highly successful businesses have accessed the experience economy by integrating customer co-creation, adding value to service delivery and engaging customers in memorable experiences that lead to customer loyalty. This two-day program will assist senior managers to develop a deeper understanding of how to design and deliver memorable experiences that fulfil consumers experiential needs and achieve ongoing positive service outcomes. The program will include: How to identify gaps in what consumers wish to experience and what companies are offering or intending to offer Innovative service design from backstage to interface The link between experiential service and financial performance Leveraging services recovery to enhance customer relationships n Day 1 Case studies and practical strategies The depth and breadth of services management issues will be illustrated through a number of pertinent case study examples. They generate discussion about how various service delivery models can be adapted for specific organisational and customer needs. These are explored by examining some of the most innovative business models and the way in which they impact provider-client interactions. Participants will be taken through practical steps for designing and improving service delivery. We look at established processes such as service blueprinting, which will involve identifying service interfaces and the creation of service architecture. This will be presented in the context of experiential service design and practical approaches for introducing memorable and emotive dimensions to service delivery. n Day 2 Generating and evaluating memorable customer experiences We look at various approaches for mobilising a new or improved service design framework. This covers how providers can achieve service delivery readiness through the application of operations management tools and techniques. Participants will learn how to maintain perpetual service readiness through robust backstage systems and processes. This will include the humanistic dimension of service delivery, specifically around how to develop and harness the potential of service delivery staff. The program will conclude with an emphasis on how service quality can be monitored and assessed. It will cover how tangible and intangible service delivery outcomes can be identified and made visible for evaluation purposes. Participants will learn how service quality evaluations can be used to consistently and continuously improve client experiences. Link customer service to business success. Engaging customers in meaningful experiences. Implementing innovative service design.
Facilitators. Professor Barry O Mahony Prof O Mahony is Director of Research Development and Professor of Services Management at Swinburne s Faculty of Business and Enterprise. He has extensive expertise in hospitality, tourism and event management and has held a number of leadership positions within the services sector in Australia and internationally. Barry holds a PhD from the University of Melbourne and has developed and taught undergraduate, postgraduate, doctoral and executive education programs in Australia, Ireland, Hong Kong and the United States. He was Head of Research at Galway-Mayo Institute of Technology (GMIT) in Ireland where he oversaw two Innovation in Business Centres (IiBC) that were sponsored by Enterprise Ireland as designated centres to support and facilitate the emergence of new market-led and knowledge-based companies. He has conducted numerous research projects in collaboration with industry, the professions and government including the Sustainable Tourism Cooperative Research Centre, the Melbourne Visitors and Convention Bureau, the Department of Justice (Vic), the Department of Sustainability and the Environment (Vic), The Auditor General (Vic), Country Racing Victoria, the Irish Business Employers Federation and research firms such as Ipsos International. He has published in leading international journals and received best paper awards for his peer reviewed contributions to international conferences. Professor John Dalrymple Prof Dalrymple pioneered the use of the UK Benchmarking Index in Australia, a business profile benchmarking instrument that provides a comprehensive set of some eighty measures of performance for small and medium-sized companies. John used the instrument to identify performance improvement opportunities for company operations and worked with companies and partners to improve competitiveness of companies in Northern Metropolitan Melbourne. The instrument has been adopted by the Commonwealth Government Enterprise Connect program. John led a team that pioneered the use of service quality measuring instruments in public sector services to establish the validity and reliability of the instruments that had been developed in the private sector service context. John holds a BA (Hons) from the University of Stirling and a PhD from the University of Strathclyde in Scotland. Before coming to Australia in 1997, John was a Research Fellow and then Lecturer at the University of Strathclyde before moving to the University of Stirling as a Lecturer, Senior Lecturer and Head of Department of Management Science. John was invited to Australia to take up the position of Founding Director of the Centre for Management Quality Research and Professor of Quality Management at RMIT University, a very productive academic research unit generating significant research outputs and a number of successful research higher degree completions. Dr Noordin Shehabuddeen Dr Shehabuddeen is Director of Business Engagement and Senior Lecturer in Innovation Management at Swinburne s Faculty of Business and Enterprise and is the former Director of the University of Liverpool s Innovation Academy, a high-end provider of innovation management solutions to business. After completing a Doctorate and a Master degree in technology and innovation management at Cambridge University, Noordin led and conducted a number of industry-based applied research and consultancy programs. He played an active part in the founding and development of the internationally-recognised Cambridge Centre for Technology Management. He has been immersed in assisting numerous innovationled businesses, both large and small, from a broad range of industry sectors including consumer electronics, software, automotive and advanced engineering. He has worked with organisations such as GKN, BOC Group, Tyco International, Philips, Pi Research and Biochrom. Noordin was a Visiting Professor with the Government of Malaysia, where he was responsible for advising senior Cabinet Ministers on innovation, knowledge transfer, and R&D commercialisation. He is the author of a practitioner handbook entitled Innovation in real life: a hands-on guide to genuine innovation. Bridging customer expectations and service. Designing and improving service delivery. Evaluating service delivery outcomes.
Who would benefit most from this program? Managers in B2B and B2C services Customer service managers Managers with a customer loyalty focus Service design, management and evaluation professionals This program presents valuable, theoretically driven, managerial insights into how memorable experiences are created, introduced and managed. It features practical approaches as well as new, cutting-edge insights into what consumers see as essential to the creation of memorable experiences. n Key benefits Understand the emerging concepts and practices around service provision Design innovative service delivery models Create and introduce experiential dimensions to service delivery Monitor and evaluate service quality The program is designed for those who want to harness the benefits of this philosophy, improve and monitor customer satisfaction and increase customer loyalty. Participants will already have experience in service design, service delivery, service management or service evaluation.
Executive Education June August 2012. COURSE DATE FEE VENUE REGISTRATION Strategic Foresight Refer to website $2380* The Westin Melbourne Book now Innovation Management Refer to website $2380* The Westin Melbourne Book now Consumer Neuroscience Refer to website $2380* ATC Building, Hawthorn campus Book now Financial Information for Managers Refer to website $2380* The Westin Melbourne Book now Managing the Customer Experience Refer to website $2380* The Westin Melbourne Book now * includes GST n Executive education at Swinburne Swinburne s Faculty of Business and Enterprise presents a suite of two-day intensive programs designed for senior managers from across a broad range of industry sectors. Each program features thought leadership, leading edge concepts and practices, industry insights, and is thoroughly grounded in evidencebased research. The programs are designed for time-poor senior managers who want to make a pragmatic and significant impact in their organisation. The sessions are characterised by a combination of facilitated workshops, presentations, hands-on activities and practical case studies. n Features of each program Gain access to latest thinking and concepts Develop a set of practical skills Enhance or develop a broad range of know-how Engage in peer-to-peer learning Strategic Foresight Strategic foresight challenges leaders to engage with complexity as part of their leadership practice. It provides a framework that enables leaders to participate in the long game by thinking broadly about their team and organisational challenges. Innovation Management Introduction of innovation into a business often requires bold leadership, challenging established practices and conventional management wisdom. Highly innovative businesses continually step outside their comfort zone, embrace creative disorder, and regularly break accepted norms. Consumer Neuroscience Learn how to better understand and respond to consumer markets with the aid of state-of-the-art facilities, neuroscience technologies and equipment. The program provides both an overview of the science and exposure to the equipment central to this advancing field. Financial Information for Managers Management is continually challenged by the task of effectively allocating resources to ensure that the economic requirements of efficiency are achieved in a context of a competitive total market. Participants will be able to enhance their financial literacy and knowledge as well as sharpen their skills in performing useful financial computations. n Bookings To secure your place, book online at: swinburne.edu.au/executiveeducation Program cancellation Swinburne University of Technology reserves the right to cancel a program and will endeavour to provide participants with as much notice as possible. If Swinburne cancels your program we will refund your fees in full or alternatively you may elect to transfer to another program. Withdrawals If you withdraw more than 14 days before the commencement of the program, Swinburne University of Technology will provide a full refund. If you withdraw less than 14 days before the commencement of the program Swinburne University of Technology will refund 50% of fees already paid. Substitutions are possible. Full terms and conditions of registration are available at swinburne.edu.au/executiveeducation