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Established in 2015 in collaboration with MIT Sloan Management, our vision is to be a global knowledge hub, with regional insights from Asia and the emerging world.
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Overview
A recent prediction by Gartner anticipates that by 2023, 25% of organizations will combine marketing, sales, and customer experience into a single function. And according to a recent survey of 3,000 CEOs by IBM, delivering better customer experiences is the number 1 priority for them in the next two to three years.
For organizations looking to stay ahead of the competition and defend their customer base, understanding the “next competitive battleground” of customer experience is key. Today’s brands are increasingly moving towards servicization, or shifting from a product-oriented to a service-oriented business model.
Managers and leaders who want to create value and secure a competitive advantage for their firms must understand end-to-end customer service design. In the two-part Applied Customer Experience Strategy course, you will be equipped with the knowledge to adopt a customer-centric mindset.
This course is a hands-on, applicative course that is highly tailored to the needs of individual participants. During the course, you will evaluate your organization’s current service processes and reimagine your customer-firm interactions. Ultimately, you will walk away armed with a toolkit to redefine and facilitate exceptional customer experiences.
- How to adopt a customer-centric mindset in approaching service design
- The use of primary research in gaining relevant customer insights
- Frontline capabilities and technology to advance resource offerings
- Relevant tools to design and innovate service processes, such as service design thinking, service blueprinting and customer journey mapping
- How to measure performance through customer satisfaction metrics (CSAT, NPS)
- How to determine your Service Styles and manage customer interactions based on assessing your different customer segments
- Managers or individuals responsible for customer-firm interactions
- Managing service processes (eg. service quality management, customer experience, business transformation, IT, marketing, etc).
Sylvia Ng
Associate Professor I of Marketing,
International Faculty Fellow and Research Affiliate at MIT Sloan School of Management
Faculty Profile
Sylvia Ng is an Associate Professor I of Marketing and Faculty Head for Action Learning at the Asia School of Business. She also holds the position of International Faculty Fellow and Research Affiliate at the MIT Sloan School of Management. Dr. Ng earned First-Class Honors and a PhD in Marketing (with Dean’s Commendation) from the University of Adelaide. Additionally, she received academic recognition while on exchange at Cornell University’s Dyson School of Applied Economics and Management, where she was listed on the Dean’s List.
Sylvia’s academic research lies in the area of services marketing. Specifically, her research examines how service providers can facilitate value creation through interactions with customers, such as value cocreation activities and customer engagement. Her research also encompasses understanding service exclusion practices. She has contributed to the field through publications in the Journal of Service Research, a leading scholarly journal recognized for featuring the highest level of research on service-related topics. In 2023, Sylvia won the Best Paper Award at an international distinguished conference, Frontiers in Service, for an article that was published in the Journal of Services Marketing.
Prior to joining academia, Sylvia was an Assistant Vice President at OCBC Bank Singapore, where she specialized in segment marketing. Her industry experience has given her a deep understanding of the business world, which she uses to make her research and teaching practical and relevant.
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Managing Customer Experiences
RM 3,000*
*excludes Sales & Service Tax (8%)
RM3,000.00
Program Fee
Complete the Form Below to Download the Course Guide
https://go.asb.edu.my/l/551792/2021-06-09/tbc4jl