The purpose of this module is to:- • provide the learner with an overview of service organisation and service consumer behaviour specifics • Illustrate the core concepts of Service Design Thinking using consumer journey mapping, especially in cross functional implications (e.g. HR / IT) • Focus on the strategic developments in service design, leadership and global best practice.
Customer Behaviour in Services Marketing in the Digital Age
• Stages in the consumption process • Customer Journey Mapping • Understanding Personas •Touchpoints •Trends, developments and insights
Designing, Managing and Integrating Service Processes
•Service processes – design, implementation and management. •Role and script, •Blueprinting,identifying and reusing service failpoints(poka yokes) •Service redesign •Services Blueprinting •Enhancing the experience through multichannel touchpoints •Integrating online and offline experiences
The online & offline Servicescape
•The importance of physical evidence online •Types of servicescapes, •Roles of the servicescape •The effects of servicescapes on customers and staff •Servicescapes in the Digital environment
Service Failure & Recovery
• Recovery - complaint soliciting and handling • Social Customer Care • Online Reputation Management Customer feedback • The role of online review sites, WOM marketing • Zero defections Recovery - complaint soliciting and handling •Developing a service recovery strategy •Service guarantees.
Service Innovations
•Competing strategically through service •Service Innovations
Service Leadership & Excellence
•Strategic success and competitiveness through services •Service innovations • Strategic success and competitiveness through services – strategy continua in services marketing •Service excellence
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Other Assessment(s) | 100 |