CUTTING EDGE SERVICES MARKETING : BUILDING LIFELONG RELATIONSHIPS WITH YOUR CUSTOMERS

CUTTING EDGE SERVICES MARKETING :  BUILDING LIFELONG RELATIONSHIPS WITH YOUR CUSTOMERS

August 06 & 07, 2009 (Thursday & Friday), 1:00PM – 6:00PM
AIM Conference Center, Makati City

How will you differentiate your service  business from your competitors who offer the same machines, the same facilities?  What are the elements of OUTSTANDING SERVICE? What will make your DIFFERENT from the others?

*Seminar Description

The SERVICES MARKETING seminar is specially designed for managers and  executives of firms engaged in the fast growing service industries.  It aims to give the participants  deeper insights into the critical  areas of service.  The  carefully selected topics will provide  participants with knowledge on marketing tools  that are essential to  service companies.  The speakers are all seasoned professionals in marketing and services who will present practical applications of these marketing mix.

Morever, the problem resolution techniques given at the end of the seminar will enable participants to cope with the demanding job of creating life-long loyal customers in their service businesses.

Who Should Attend

This seminar is highly recommended for  senior/middle management executives, as well as frontline and outlet operations  personnel who lack sufficient background in service marketing.  Participants from a variety of service industries from– airlines, ad agencies, banking, business process outsourcing centers, call centers, entertainment, restaurants, fast foods, hospitals, health spas, IT  solutions providers, insurance, leisure, media, medical centers, public relations, research firms, sales promotions, service stations,  telecommunications, travel agencies and zoos – will find this seminar a very profitable and engaging learning experience.

SPEAKER: MR. TIM CAPELLAN, Managing Director,
InAsia Communications Ltd.

SEMINAR PROGRAM

DAY 1 – 06 (THURSDAY)
Registration – 1:00PM – 1:15PM

Introductory Session – 1:15PM – 1:30PM

Session 1 –  1:30PM – 3:00PM
THE CHANGING DYNAMICS OF SERVICES MARKETING I
(The Evolution of Service Marketing, The great divide between Products and Services, Innovations in Service Marketing Through the Years,  Regional Trends – Winning Solutions to Service Dilemnas)

Session 2 – 3:15 – 4:45PM
RESPONSIVE CUSTOMER RESEARCH PROGRAM: THE LIFEBLOOD ON CUTTING-EDGE SERVICES MARKETING
(Research as key to segmentation, targeting and positioning, Research as a mechanism for uncovering dimensions of customer expectations, Gathering  feedback from customers and turning them into solutions, monitoring and tracking customer satisfaction, Research as a source of  marketing innovations)

Session 3 – 4:45 – 6:15PM
THE CHANGING MARKETING MIX FOR THE  SERVICE INDUSTRY – (SERVICES THAT  BUILD  LASTING RELATIONSHIPS)
(The  Service Industry Marketing Mix, The difference between  customer servicing and customer relations)

DAY 2 – August 07 (FRIDAY)

Session 1 – 1:00PM – 2:30PM
CUSTOMER INTIMACY EQUALS  CUSTOMER LOYALTY: WHAT  IS IT – WHAT IT IS NOT?
(Managing your customer expectations, Building relationships that transcend time and generation, The meaning of relationship experience)

Session 5 – 3:30PM – 5:00PM
BUILDING YOUR SERVICE BRAND TO SUCCEED
(Turning  Services into  strong brands, Aligning your staff  with the brand image, Sustaining the quality of  service)

5:00PM – 5:30PM    –     W    O    R    K      S    H    O    P
5:30 PM – 6:00PM    -    PRESENTATION OF CASES/SUMMATION
AWARDING OF CERTIFICATES

For inquiries, please call the PMA Secretariat at tel. no/s: 634-4890/5722; 638-7700
634-5664;  636-1451; 687-2534 look for  Ms. Lira C. Ligero or email: lirapma@yahoo.com

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