Last updated 28 June, 2012 © 2013 Newcastle University
Date: Thursday 6th September 2012
Time: 13.45 – 18.30
Venue: Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne, NE1 4SE
Delivering service excellence – Newcastle University Business School’s one day workshopWith this in mind, the Business School offered a unique chance for business leaders to get that extra ‘breathing space’ away from their desks, and to see how they can revitalise their firm when delivering their services.
For one day, regional businesses were invited to attend a free event to grasp the pieces of the jigsaw to develop and deliver service excellence within a company.
Service excellence enables organisations to meet customers’ demand for added value, and for the customer relationship to be a key element of their purchase experience.
Embracing the principles of service excellence creates happy customers and staff, word of mouth recommendations, and increased profits.
Planning ‘from the outside in’, supported by robust strategies of branding, quality, customer loyalty, and CSR enables organisations to enjoy the financial and benefits of service excellence, and inject freshness to the customer offering.
The workshop drew on experts from each aspect area, who shared how their business focus delivers a part of the excellence jigsaw.
The key objective of the programme was to enable delegates to:
| Time | Session | Speaker |
| 1.45 | Arrival, registration, coffee | |
| 2pm | The outside in approachWhat does service excellence mean? The two way benefits of service excellence The origins of service as a differentiator The need to understand customers and the service environment Questionnaire identifying aspects of the organisation’s approach to customer service Presentations: | Fiona Urquhart/Fiona Thompson, Marketing Intuition |
| 2.30 pm | The branding elementBranding opens the door for relationships Brand contacts form the relationship: make sure yours give the right message Creating service brand relationships Leveraging brand relationships Branding and relationship marketing as the core of holistic marketing | Mark Easby, Managing Director Better Brand Agency |
| 3 pm | The quality element:What does quality mean? To the organisation, and the customer Do or Die, Do or Decline and Do and Delight service levels Measuring service quality Quality as a component of trust | Open forum, using data gathered from delegates questionnaires sent prior to event as a starting point for discussion, facilitated by Sue Dobson Newcastle University Business School |
| 3.30pm | The Loyalty Element:Creating the Win Win: What does loyalty give customers, and what does it give organisations? How to build loyalty through meeting customer expectations Sustaining long term relationships with staff and customers A practical look at the changes required to make loyalty work for your organisation | Guy Letts, Managing Director, Customersure |
| 4 pm | Afternoon tea | |
| 4.30 | People: The catalyst that makes it all work:The soft stuff is the hard stuff – managing change Creating a culture of ownershipRewarding performance Building staff loyalty | Annette Rowe, Baxi Partnership |
| 5pm | Service failure and recovery encounters as critical ‘moments of truth’:This session will draw upon available marketing theory and empirical evidence in order to provide answers to questions such as: How do customers respond to service failures? Why is service recovery management important? How do customers evaluate a service recovery experience? What does an effective service recovery management system look like? | Professor Klaus Schoefer, Newcastle University Business School |
| 5.30 | Innovative thinking:A practical session with exercises on:-
| Fiona Urquhart, Fiona Thompson, Marketing Intuition |
| 6 pm | Speaker panel | Using delegate questions posted on whiteboard at the front throughout the day |
| 6.30 | End |
published on: 28th June 2012
Last updated 28 June, 2012 © 2013 Newcastle University