On January 14, 2007 eminent panelists would deliberate on the topic “Redefining Services: The Technology Way”. This will be followed by a Movie Marketing Workshop by Mr. Tarun Tripathi, Director – Marketing, Yash Raj Films and a play by the theatre group EVAM to formally end Serveskriti-2007.
This edition of Serveskriti takes a panoramic view of the Experience economy with the theme “Services: The Experiential Way”.
The Global economy has witnessed a shift from an Agrarian Economy based on extracting commodities, to an Industrial Economy based on Manufacturing goods, to a Service Economy based on delivering services, and now to an Experience economy based on staging experiences. While commodities are measurable, goods tangible, and services intangible, service experiences are memorable. Service experiences are a distinct economic offering that can provide a higher level of value, and command a higher premium than previous economic offerings. Experiences are the fourth economic offering, as distinct from services as services are from goods, but one that has until now gone largely unrecognized.
In ‘The Experience Economy’, consumers are looking for service experiences which complement their lifestyle and fulfill their aspirations. From hotels to restaurants to airlines to IT to financial services, consumers are looking for service providers who strive to transcend the basics to meet their needs. They are looking for a service experience that is intentional, consistent, different, and valuable.
It takes careful design, collaboration between all the Functional domains to harness the power of people and deliver a meaningful service experience. It also requires the seamless integration of high-tech and high-touch; the powerful combination of technology and human interface. Serveskriti 2007 aims to develop a comprehensive understanding of the some of the ingredients that go into the making of a complete Service Experience.
Session 1: Branding the Experience
Experiences forge strong emotional ties that are a powerful tool for creating brand equity and differentiation. Customer Experiences driven brand loyalty requires thought, effort, and resources. Just like in goods, branding is critically important in services as well. The more consequential, complex, and variable the service, the more customers need brand reassurance. Experiential beliefs of the customers overtake packaging, positioning, logo development, slogans, names and visual presentation of services. So, the question is how can one sustain a strong service brand? How different is branding of services from goods? How monumental is experience in branding of services? How does one harness the power of people and turn them into brand ambassadors?
Session 2: Employees – the Fulcrum of Customer Delight
In today’s environment of sophisticated & tech-savvy consumers, companies which deliver memorable customer experiences consistently are able to create superior value and competitive advantage. With the transition from a service economy to an experience economy, the culture of service now plays a greater role in an organization’s success. This session aims to understand the contribution of the Human Resources of an organization in providing exceptional service to the customers. How important is employee satisfaction for a memorable customer experience? How does the culture of service affect the satisfaction of employees and in turn the satisfaction of customers?
Session 3: Redefining Services: The Technology Way
Standardisation and Routinisation – the traditional manufacturing philosophies have made inroads into the Services domain. The proliferation of Technology based Services has redefined the contours of Service Delivery in terms of speed and efficiency. The boom in IT-enabled services has made it possible for Services to be delivered in a faster, more efficient manner. How can organizations leverage upon their technology to enhance customer experience? Can technology be employed to standardize services? What role does technology play in achieving a trade off between standardization and customization?
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For registration details, contact 09899316670
Reporting time on 13.01.2007 is 9.30am
For further details visit www.fms-serveskriti.com