Essentials of Service Excellence and Strategic Service Management

• Distinguish between Product and services and the strategies and process followed to promote them in the market.
• Discuss the service marketing strategies, encompassing various methodologies and tactics tailored to the specific goals and target audience
• Diagnose the effect of technology in service sector and their advantages and disadvantages in upgrading service marketing
• Classify the different gaps effecting the service sector using GAP Model and the methods to decrease them.
• Diagnose intricate intertwining of services, technology marketing strategies, characteristics, and marketing mix planning.
• Discuss the factors effecting the profitability of service sector and the economic and dynamic changes that effect it.
• Examine the strategies of price discrimination, relative costs, and economies of scale intertwining intricately.
• Diagnose the service profitability chain, the key elements leading to profitability
• Explain the interplay between service gaps and service store performance in profit generation.
• Identify array of marketing strategies to outdo rivals and careers available in their development.
• Discuss the key drivers in service quality and the evolution of services from time to time.
• Explain the importance of collaboration and communication with clients, team members, and stakeholders
• Embrace humanistic, ethical, and moral values in real-life situations
• Exercise responsibility for the completion of assigned tasks for self and the group work
• Predict and cater to own learning needs relating to the assigned task/work
• Examine the utilization of customer research aids in comprehending customer expectations and the essential market research aspects.
• Discuss the various elements of effective service marketing research.
• Diagnose the method and importance of SERVQUAL survey in understanding customer perception.
• Categorise the complex process involves conducting customer research, analysing the findings meticulously to achieve optimal outcomes.
• Discuss the significance and the methods to measure customer experience and their role in designing performance matrix.
• Discuss the value of relationship with customers and the different strategies that help in relationship development.
• Describe the concept of Customer Relationship Management (CRM) and its importance in maintaining customer relationship.
• Classify the different stages of relationship development and the strategies to build long-term relationships with customers to retail them.
• Explain the intricate interplay between service failures, service recovery strategies to ensure exceptional customer service impacts businesses.
• Discuss the concept of service guarantee with their strategies and benefits.
• Explain the importance of collaboration and communication with clients, team members, and stakeholders
• Embrace humanistic, ethical, and moral values in real-life situations
• Exercise responsibility for the completion of assigned tasks for self and the group work
• Predict and cater to own learning needs relating to the assigned task/work
• Describe the Coordination required in Marketing Communication and Challenges along with the service marketing triangle.
• Compare the management of service promises and customer expectations.
• Explain the concept of Intangibility and Make Intangible Services into Tangible Forms
• Discuss about coordinating External Communication to manage customer expectations.
• Describe the process of Managing Customer Education of services.
• Identify the methods to price the Services and the challenges behind it.
• Describe the Cost and Competition Based Pricing and guidelines to fix prices.
• Explain the different pricing strategies and their roles in pricing services.
• Summarise Pricing for all-value and quality-Based customer perception.
• Discuss the Determinants of Customer Perceived Value and their benefits.
• Explain the importance of collaboration and communication with clients, team members, and stakeholders.
• Embrace humanistic, ethical, and moral values in real-life situations.
• Exercise responsibility for the completion of assigned tasks for self and the group work
• Predict and cater to own learning needs relating to the assigned task/work.

• Compare product and services and various strategies used to promote both in the market.
• Inspect the intricate interplay between the multifaceted service marketing strategies for achieving sustained business growth and competitive advantage.
• Interpret the impact of technology on the service sector, as well as its pros and cons in enhancing service marketing.
• Categorize the various gaps that impact the service sector using GAP Model and outline strategies to mitigate them.
• Construct the planning of marketing mix, characteristics, and marketing strategies for services and technology.
• Interpret the economic and dynamic changes that effect the profitability of service sector.
• Observe the intertwining of strategies for price discrimination, relative costs, and economies of scale.
• Illustrate key elements influence the profit using the service profitability chain.
• Diagnose the service gaps in service sectors which effect the profitability of a store.
• Discover the various marketing strategies utilized to compete with competitors and the careers available.
• Examine the key drivers in service quality that constantly evolve services over time, influencing their progression.
• Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
• Develop project management skills to efficiently plan and execute projects
• make judgement and take decision, based on the analysis and evaluation of information and work scenario.
• Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources.
• Pursue self-paced and self-directed learning.
• Inspect the Customer expectations and the elements required for market research to understand customers
• Compare the different components of successful service marketing research
• Illustrate the significance of the SERVQUAL survey, its approach and its ability to help comprehend how customers perceive a service.
• Examine the findings of customer research program and analyse with precision to obtain favourable output.
• Paraphrase the importance of assessing customer experience and the techniques for its measurement in shaping performance metrics.
• Compare the various strategies involved in relationship development and the value it gives in customer satisfaction.
• Interpret the idea of Customer Relationship Management (CRM) and its significance in upholding customer relationships.
• Summarize the various phases involved in developing customer relationships and outline effective tactics for establishing enduring connections with customers to retain them.
• Discover the implementation of diverse service recovery strategies that aims to address service failures and enhance customer experience.
• Interpret the idea of service guarantee, along with its associated approaches and advantages
• Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
• Develop project management skills to efficiently plan and execute projects
• make judgement and take decision, based on the analysis and evaluation of information and work scenario
• Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources
• Pursue self-paced and self-directed learning
• Paraphrase the need for effective coordination in marketing communication and the difficulties it presents.
• Review the effects of commitments made to customers with their anticipated service experience.
• Illustrate the idea of intangibility and transforming services that are intangible into tangible manifestations.
• Interpret Overseeing external communication to effectively handle customer expectations.
• Illustrate the methods of educating the customers about services.
• Examine the approaches for determining the cost of services and the obstacles associated with this process.
• Interpret guidelines for determining prices based on costs and competition, along with instructions for setting price points.
• Diagnose various pricing approaches and their functions in setting prices for services.
• Interpret the pricing that takes into account both perceived value and customer perception of quality.
• Paraphs the Factors influencing customers perceived value and the advantages of understanding these determinants.
• Assess appropriate solutions for the challenges presented, while practicing humanistic, ethical, and moral values in real-life situations
• Develop project management skills to efficiently plan and execute projects.
• make judgement and take decision, based on the analysis and evaluation of information and work scenario.
• Predict and cater to own learning needs relating to the assigned task/work by accessing appropriate learning resources.
• pursue self-paced and self-directed learning.

The Academic Approach of the course focuses on the “work centric” education i.e. begin with work (and not from a book !), derive knowledge from work and apply that knowledge to make the work more wholesome, useful and delightful. The ultimate objective is to empower the Learner to engage in socially useful and productive work. It aims at leading the learner to his/her rewarding career as well as development of the society.

Learning methodology

• Learners are given an overview of the course and its connection to life and work.
• Learners are then exposed to the specific tool(s) used in the course through the various real-life applications of the tool(s).
• Learners are then acquainted with the careers and the hierarchy of roles they can perform at workplaces after attaining increasing levels of mastery over the tool(s).
• Learners are then acquainted with the architecture of the tool or Tool Map so as to appreciate various parts of the tool, their functions and their inter-relations.
• Learners are then exposed to simple application development methodology by using the tool at the beginner’s level
• Learners then perform the differential skills related to the use of the tool to improve the given ready-made outputs.
• Learners are then engaged in appreciation of real-life case studies developed by the experts.
• Learners are then encouraged to proceed from appreciation to imitation of the experts.
• After imitation experience, they are required to improve the expert’s outputs so that they proceed from mere imitation to emulation.
• Finally, they develop the integral skills involving optimal methods and best practices to produce useful outputs right from scratch, publish them in their ePortfolio and thereby proceed from emulation to self-expression.

Evaluation Pattern of DEEP Courses consists of 4 Sections as per below table:

MKCL’s DEEP Certificate will be provided to the learner who will satisfy the below criteria:

1. Learners who have successfully completed above mentioned 3 Sections i.e. Section 1, Section 2 and Section 3
2. Additionally, learner should have completed Section 4 (i.e. Section 4 will comprise of SUPWs i.e. Socially Useful and Productive Work in form of Assignments)
   • Learner has to complete and upload minimum 2 out of 5 Assignments