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Customer Service Strategy : Profiting through Value Creation, Loyalty and Relationship
Posted Date: 09 Apr 2008 Resource Type: News/Announcements Category: Conference and Symposium
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Posted By: Bala Member Level: Diamond
Rating:  Points: 3
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Customer Service Strategy : Profiting through Value Creation, Loyalty and Relationship
Prof. Prafulla Agnihotri
Date 19 June 2008 to 21 June 2008
Venue Tata Hall, IIMC, Joka
Fees Rs. 20000 INR
A passion for customer satisfaction is one way a market-oriented company builds superior profits. Companies with a strong market orientation see current and potential customers as key sources of profitability, cash flow, and earnings. Customers, products and assets are all important parts of business and business success. Products will come and go; assets will be purchased and consumed, but the customer is the only enduring asset a company has. Keeping in mind that the customer is the only source of positive cash flow, it is the responsibility of the company to understand how customers affect a business and profitability.
The companies who want to survive this millennium must aim at customer satisfaction of the highest order. The customers who are satisfied may still find it easy to switch when a better offer comes along. High satisfaction or delight creates an emotional affinity with the brand, not just a rational preference. The result is high customer loyalty. This programme describes the important tools in delighting the customers and developing their loyalty to your brand. It emphasizes on winning and retaining customers for life and performing better than your competitors. It also discusses various non-tradition tools (in the Indian environment) which the marketers in India have ignored so far in delivering higher customer satisfaction and increasing profits.
This programme is a result of years of research and practice and establishes the fact that in this competitive era, customer service must be treated as a profit center.
Programme Objectives:
• To identify key issues, challenges, and opportunities to enhance the value proposition to the customers.
• To establish the connectivity between market orientation, customer
satisfaction, market based management and profitability and design the
strategies to make this happen.
• To verify the hypothesis that customer service can be a profit center.
• To identify the main drivers of customer delight and design a strategy to deliver them; and
• To understand the main pillars of Customer Relationship Management (CRM).
Duration: Three days – from 19th June till 21st June, 2008.
Contents: Customer orientation of business and managing customer loyalty
Customer analysis and value creation
Customer satisfaction and dissatisfaction: concept and value
Customer focus and profitability
Profit impact of customer retention
Customer service – profit centre and not cost centre
Building and managing life-long relationship with the customers
Who Should Participate: All senior executives/ managers who are in charge of customer service /sales or marketing functions.
Methodology: Concept discussions, case studies, experience sharing, assignments and small group workings for developing strategies for better customer service.
Programme Director:
Dr. Prafulla Agnihotri holds a Master’s Degree in Management Studies (M.M.S.) and Ph.D. in International Marketing Strategy area from Jamnalal Bajaj Institute of Management Studies, Mumbai. He is a member of Indian Society of Applied Behavioural Science (ISABS), New Delhi. He has about ten years experience in the industry- in sales, marketing and training- before joining academics. He is a Full Professor in Marketing group at Indian Institute of Management (IIM), Calcutta.
As a professional corporate trainer, he has been conducting corporate training programmes for over thirteen years and has conducted several programmes in sales, marketing, strategy, and customer care and CRM areas. Using his knowledge of applied behavioural sciences, which he has gained in ISABS, he has conducted several programmes in Communication Skills where the emphasis is more on ‘empathic communication’ to understand others with an open mind. He has conducted training programmes in a number of companies of repute like Tata Motors, Thermax, Indian Oil Corporation Ltd, Eureka Forbes Ltd, Dena Bank, Chetan Foundries Ltd to name a few.
All the (in-company) training programmes conducted by him are tailor–made to suit the specific needs of clients; he also consults in the areas of Strategic Marketing, Customer Orientation and Efficiency of Customer Care/ Relations, Marketing Research, Marketing Productivity and on a very limited scale head hunt for his existing clients for the senior management positions.
He is also a visiting faculty with Euromed, Marseille Provence (an EQUIS Certified B-school), and CERAM, Sophia Antipolis, France. He has published a number of research papers/ articles in the areas of Marketing and International Business in leading journals, magazines and newspapers.
He can be reached at Prafulla@iimcal.ac.in or pyagnihotri@gmail.com or on 09830751200.
Venue :
Tata Hall
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
Kolkata 700104
Arrival/Departure
For the participants, accommodation is arranged from the evening of the day before the programme. Participants are requested to report at the Reception Desk of Tata Hall latest by 9.00 a.m. on the first day of the Programme. Reception of Tata Hall is manned round the clock.
The Programmes are expected to be over by 2. 00 p.m. on the last day of the Programme. The participants are requested/expected to make their travel plan accordingly.
Programme Fees: Rs. 20,000/- (Rupees twenty thousand only)
Programe fees are to be paid by Demand Draft/Cheque payable at any Bank in Kolkata. The DD/Ch. should be made in favour of “Indian Institute of Management Calcutta” and sent to the below mentioned address at least three weeks prior to the commencement of any MDP.
The Manager, CMDP
Indian Institute of Management Calcutta
Joka, Diamond Harbour Road
P.O. Joka
Kolkata - 700 104.
Phone : 033-2467 8300-06
Discount on the Programme fees :
An organisation is entitled to get a discount @ 10% on the Programme fees provided that it nominates at least four participants for a particular MDP.
TDS (Tax Deducted at Source):
Our Institute is exempted from TDS. Therefore, there should not be any deduction of tax at source from the Programme fees.
For all other details on administrative matters please refer to the ‘Guidelines for Participants’ at our website or e-mail to ‘mgrmdp@iimcal.ac.in’
For more details, visit http://www.iimcal.ac.in
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