modern marketing- and servicemangement

Nowadays service quality and customer retention is the talk of the town. But what exactly does it mean and how can it be practically implemented in the company? What kind of approach does exist and where are we situated? These questions will be answered in the course of our seminar.

The participants of this seminar will gain intersectoral knowledge in the sense of a „General Service Management“-approach, which will be enriched with regard to contents by domain specific charac-teristics. In addition to this professional competence, the participants will work out central key qualifications for a professional marketing and service management by means of discussions and group works.

More and more services characterise economic processes of modern industrial nations. Already today 52% of the value creation in Germany is produced in non-public service companies (e.g. banks, insurances, carrying-trade). Public institutions and regional authorities are the biggest employers of the Federal Republic and make a further significant contribution with their public services. Regarding customer satisfaction also industrial enterprises increasingly discover of which importance it is to provide services in addition to physical products.

By means of Service Management relationships from service provider up to the external customer will be created. A precondition for successful service relationships is, that internal processes in the service company are coordinated in a way that the service quality agreed with the customer is achieved. Here the indicator is the satisfaction experienced by the customer.

In order to be able to develop services and to adapt them permanently to customer requirements, mar-ket conditions, profitability conditions and technological developments, development concepts for new services are necessary.

The focus of this seminar will be on impartation of knowledge about essential management and marketing concepts for service-specific relationship processes, e.g.

Methods and tools for long-term customer retention

Analysis and optimisation of processes to increase the operative performance

Efficient and economic control of one’s own organisation and of external service partners