Introduction
What will this Program do for you?
Here are some of the specific challenges that you will be able to address better after completing this program:
Discover service delivery trends, opportunities, and challenges
Develop value proposition and positioning to stand out in the competitive marketplace
Learn how technology is used to deliver service excellence
Apply frameworks and strategies to identify, manage and maintain customers through service delivery and excellence
Identify strategies for delivering service excellence cost-efficiently
Program Faculty
Jochen Wirtz, Ph.D.Professor of Marketing and Vice Dean of MBA Programmes
In addition to serving as Professor of Marketing at the National University of Singapore, Professor Wirtz is also an International Fellow of the Service Research Center at Karlstad University in Sweden and an Academic Scholar at the Cornell Institute for Healthy Futures at Cornell University in New York. He was the founding director of the dual degree UCLA – NUS Executive MBA Programme (ranked 4th globally in the Financial Times EMBA 2015 Ranking and 3rd in the EIU 2015 Ranking) from 2002 to 2014; an Associate Fellow at the Saïd Business School, the University of Oxford from 2008 to 2013; and a founding member of the NUS Teaching Academy from 2009 to 2015.
Professor Wirtz holds a Ph.D. in Services Marketing from the London Business School. His research has since focused on service marketing and has been published in some 100 academic journal and magazine articles (such as Harvard Business Review), 130 conference presentations, and 40 book chapters. His more than 10 books include Services Marketing – People, Technology, Strategy (World Scientific, 9th edition, 2021) and Essentials of Services Marketing (Pearson Education, 3rd edition, 2016), both co-authored with Professor Christopher Lovelock. With translations and adaptations for over 26 countries and regions, and combined sales of some 1,000,000 copies, they have become globally leading services marketing textbooks.
Industry Examples
Through real-world examples from multiple industries, you'll see how the theories are put into practice.
Starbucks
Understand how one of the founders of Starbucks was able to come up with an idea that serves as the cafe’s value proposition.
Rolls-Royce
Identify how Rolls-Royce utilized engineering excellence and service solutions to become a competitive global manufacturer.
ANZ Bank
Get a glimpse of Jamie, a virtual agent of the ANZ bank who has served thousands of customers since it was launched.
Singapore Airlines
Learn some of the strategies used by Singapore Airlines to create customer loyalty.
Google
Understand how Google mastered self-service technologies to maintain its low operational headcount.
Nike
Learn the different ways to have a better bargaining position in the value chain and the different areas where value can be extracted.
Other companies that are included as examples or as use cases in the program include BMW, Tesla, Raffles Hotel, Wise, Four Seasons Hotel, Changi Airport - Singapore, Lux Hotels & resorts, Zappos, etc.
Note: All brand, product, and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and program owners.
Program Learning Journey
56 Video Lectures
25+ Industry Examples
8 Discussion Boards
8 Weekly Office Hour Sessions
7 Assignments
5 Case Studies
Why Enrol for the Program?
In today’s service and knowledge-based economies, businesses must constantly find new ways to stand out. In this competitive marketplace, applying a customer-centric approach to managing, and delivering service excellence is critical. However, this effort requires more than relying on customer feedback to showcase your service offerings. It demands the creation of high-quality operations within a high-trust environment, leading to motivated employees who provide exceptional customer service.
In the Service Leadership: Customer Value, Excellence and Cost-Effectiveness program—offered by NUS Business School—you can gain the competencies you need to become a customer-focused business leader capable of delivering more value for your organization, employees, and customers.
93%
of customers are likely to make repeat purchases with companies who offer excellent customer service.
source: Hubspot Research, 2021
70%
have a more favorable view of brands that offer proactive customer service notifications.
source: Microsoft, 2021
26%
of enterprises and professionals say the value of customer satisfaction is fully defined and tracked.
source: Global Customer ExperienceQ Benchmarking Report, 2020
