Services Marketing

Programme Information
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The art of winning in customer service.

Approximately 70% of South Africa’s GDP is made up of service businesses. However, even if you are a product marketer, knowing how to position and differentiate your company through services marketing, can give you a competitive edge. 

If the surrounding value chain, touch-points, and service levels negatively impact the customer's experience, an erosion of the value that is ultimately delivered will occur, limiting an organisation's ability to position itself as a service leader. 

The principles taught on this programme affect the work of all marketers, and participants will learn how to take a more supportive approach to meeting customers’ needs.

The benefits of attending this one-day masterclass will be deep and widespread. You will learn how to take a more caring and supportive approach to meeting customers' needs, which leads to satisfaction and the probability of increased sales and profit.

Place yourself a decade ahead of the pack and discover the latest thinking behind services marketing.  


 



Who should attend?
         

This course is suitable for anyone in a marketing role within service businesses, including:

  • Marketing Managers;
  • Sales Managers;
  • Brand Managers; and
  • Chief Customer Officers (CCOs)​.


How you will benefit

Several case studies will be used to give you insight into the following topics:

  • How much money a great service leader is worth;

  • The 7 P’s of marketing and the 8th P: Partnerships;

  • The neuroscience of customer experience management;

  • What makes a great service marketing organisation;

  • The importance of the internal customer;






Several case studies will be used to give you insight into the following topics:

  • Customer Experience Management (CEM) vs. Customer Relationship Management (CRM);

  • Four things a service business must get right;

  • Mapping out the customer’s experience using various maps and templates;

  • Creating customer loyalty;

  • The service profit chain;

  • The Gaps Model: Five service gaps and their causes; and

  • The most important customer care tips.


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Faculty
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Ian Rheeder is a Chartered Marketer (CM), the highest professional marketing qualification recognised both in South Africa and Europe. Ian is also a registered training Assessor with Services SETA South Africa, who is registered to facilitate almost all their Marketing & Sales programmes. His second love is leadership training. He holds an MSc in Technology and Innovation (cum laude) from the Da Vinci Institute.

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