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The Service Culture Watch reports #1
Service Culture
Resources Watch
Sanchayan Sengupta
PhD student at Grenoble Ecole de Management
Chaire Ingéniérie du Service
A BNP Paribas Cardif and
Grenoble Ecole de Management Partnership
Service Culture
Resources Watch
Sanchayan Sengupta
PhD student at Grenoble Ecole de Management
Chaire Ingéniérie du Service
A BNP Paribas Cardif and
Grenoble Ecole de Management Partnership
Service Culture Resources Watch
Service Culture Resources Watch
Service Culture Resources Watch
The primary goal of the “Service Engineering” Chair is to
generate original work in the production of studies and
research on the topic of Service Culture. Through the production and publication of this research work, the Chair can
identify and attract new international partners. The scope
of such partnerships will encompass academic institutions,
international research bodies, regional and global thinktanks, training institutes, major consultancy firms, and other
notable organizations that are interested in producing this
research output which covers wide areas of expertise in Services Marketing & Management.
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The main benchmarks of these partnerships will depend on
mutual interests based on identifying and understanding the
ability to foster one of the major Cultural Shifts of today’s economy: How to accelerate the “servicization” of companies
traditionally focused on products, technologies, processes
and/or administrative rules. This change concerns every organization, in every area of business, private and public.
Our main partner, who is also the founder of the Service
Engineering Chair, BNP Paribas Cardif, is a global insurance
company. BNP Paribas Cardif is currently undertaking an
immense transformation towards Service Culture, and it’s
key requirement was to be accompanied by a Business
School to develop original, multi-enterprise training programs, applied research and a global network of academic
partners. In 2012, GEM launched a new Executive Program
(“BADGE” Service Engineering) on our Paris campus dedicated to this issue for companies who share the same need:
How to develop service orientation with the help of “Service
Ambassadors”. These Ambassadors are empowered to act
as internal consultants from anywhere within the organization’s Business Units, departments, etc. Cultural transformation requires methods, benchmarks and experts: this is
what our program is actually delivering.
This was only the initial step. To mark the next milestone in
our development, this publication is essential to position our
Chair on a global scale, and to identify similar projects and
potential collaborations/partnerships internationally.
With the precious contribution of Sanchayan Sengupta, a
PhD student at Grenoble Ecole de Management and responsible for this publication, we proudly publish this short,
non-exhaustive (to be continued), “Service Culture Resources Watch” that can assist anyone interested in this
issue to identify potential partners around the world and, we
hope to contact us for possible collaborations.
Dr. Benoît MEYRONIN
BNP Paribas Cardif “Service Engineering” Chair
September 2014
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Sommaire
Academic research
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19
Trainings
Public initiatives
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Others
Service Culture Resources Watch
Academic research
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Service Culture Resources Watch
Institute of Service Excellence
Singapore Management University, Singapore.
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Service Culture Resources Watch
Center for Service Excellence,
Miami Dade College, USA.
http://ises.smu.edu.sg/sites/default/files/ises/pdf/aboutises.pdf
http://www.mdc.edu/ce/kendall/cse/
The Institute of Service Excellence is a part of Singapore
Management University (SMU) which is a premier university
in Asia. SMU is internationally recognised for its world class
research and its distinguished teaching faculty. It specialises
in service research that is relevant to Asian businesses. For
many organisations in Singapore and other Asian countries,
they are the preferred choice for providing advisory services
related to various aspects of service leadership. The institute provides their services to both the private and public
sector. It actively works towards improving business performance by demonstrating and quantifying the return on
investment and measurable impact of service design and
delivery. It influences decision makers, key stakeholders and
senior management by developing and promoting authoritative service related knowledge and research. The institute
also supports businesses in transforming their customer
service models through the sharing of international best
practices and raising the profile of effective service performance through benchmarking and executive programmes. It
also provides organizations with a comprehensive range of
services to help them improve their business performance
being more customer focused in their service delivery.
The Miami Dade College Center for Service Excellence
‘fuels the engine for providing unparalleled customer service
in South Florida’. The center works closely with business
and training partners, as well as chambers of commerce
and economic development organizations. It empowers all
tiers of service providers that range from pre-employment
and entry-level to top management.The Center for Service
Excellence offers certification programs, courses, seminars
and workshops covering service excellence at all levels.
The Institute of Service Excellence has been measuring and
benchmarking customer satisfaction levels in Singapore
with the ‘Customer Satisfaction Index of Singapore’.
The Center for Service Excellence provides training and
education to all tiers of employees, and to all types of employers and industries in South Florida. These tiers include
entry level, front-line personnel, mid-level managers and top
management.
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Service Culture Resources Watch
Service Management & Service Innovation Program
Vlerick Business school, Belgium
http://www.vlerick.com/en/programmes/management-programmes/General-Management/Service-Management-and-Service-Innovation-Programme
The program aims to provide a holistic view of services with
this brand new programme that is run in cooperation with
Danish Technical University and has top international faculty.
Vlerick Business School and DTU Executive School of Business have developed this new Service Management & Service Innovation Program. It is spread over 16 days and its
objective is to provide senior managers within the service
industry a holistic view of services ranging from strategy to
innovation and operations to implementation.
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For 2014, there are 4 modules of 4 days: 28-30 September & 1-2 October 2014 (Kongens Lyngby, Copenhagen,
Denmark); 30 November & 1-4 December 2014 (Brussels,
Belgium); 25-29 January 2015 (Brussels, Belgium); 22-26
March 2015 (Kongens Lyngby, Copenhagen, Denmark)
Service Culture Resources Watch
Center for Excellence in Service (CES)
University of Maryland Robert Smith school of
Business, USA.
http://www.rhsmith.umd.edu/centers-excellence/center-excellence-service/
about-us
The Center for Excellence in Service (CES) was founded in
2000. It is a network of Smith School of Business faculty
members who are thought leaders in service marketing and
management. The mission is to create and disseminate
knowledge of best practices in service marketing and management in order to improve service quality, foster service
innovation and in turn enhance service productivity.
The Center for Excellence in Service (CES) collaborates with
executives and managers from businesses, government,
and non-profit organizations to solve important service-related problems and develop future leaders. They offer managerially-oriented research, networking opportunities and
world-class educational opportunities in service marketing
and management. CES therefore provides businesses with
innovative service research and excellent high quality managerial education by leveraging the expertise of Smith School
of Business’s world-class faculty.
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Service Culture Resources Watch
Service Design programme
Cardiff Metropolitan University, Wales,
United Kingdom.
http://www.theservicedesignprogramme.org/about-the-service-design-programme/for-business/
The Service Design programme is a design driven innovation programme suitable for product & service companies.
It provides service design advice to Welsh industry through
a structured programme of various types of activities. These
range from regular seminars and keynote speaker events
to half-day ‘Service Essentials’ workshops. As the programme is based within Cardiff Metropolitan University there
are long-term collaborative R&D projects and ‘Knowledge
Transfer Partnerships’ (KTP) with companies.
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The Service Design programme helps businesses use service design to increase competitiveness, revenue and customer retention. The program is also helpful for providing advisory services to industry on the tools, methods and activity
that will support them to achieve these goals.
University of Jyvaskyla, Finland - Service Innovation
and Management program
https://www.jyu.fi/en/studywithus/programmes/sim
This program in international IT-enabled service innovation,
design and management equips students to design IT enabled
services, manage international service business processes
and understand service ecosystems. The program enables
the students to professionally utilize information technology
for the purpose of facilitating service innovation and also have
knowledge on the latest enabling technologies and tools related to managing high-end service development projects.
Service Culture Resources Watch
The objective of this innovative programme is to enable the
program graduates to ‘champion service innovations in their
organizations’ and to effectively manage international service businesses.
Marketing management of Financial services program
George Brown College, Toronto, Canada
http://www.georgebrown.ca/B406-2014-2015/
The Marketing management of Financial services program
intends to serve the needs of financial services customers
along with providing strong marketing focus. The program
teaches ‘how to use technology to capture and harness vast
amounts of data to transform customer and market information into insights that create strategic marketing programs
and communication campaigns for financial products and
services’. The program equips the participants with the skills
and knowledge to successfully market to different customer
segments and thereby create long-term profitable business
relationships.
The program is focused on applying marketing concepts
and principles to the financial services sector based in Canada and worldwide.
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Service Culture Resources Watch
Institute for Strategic Innovation & Services
ESSEC – Paris
http://www.isis.essec.edu/about-isis/mission
The Objectives of ISIS are to contribute to the productivity
increase of the innovative process in services, to understand
the rise of international competition in services, to stimulate
the capacity for innovation in commercial and public organizations, to establish the mechanisms for strategic management in services, to develop measurable indicators of the
intensity of innovation in service and to build an international
network of economic partners around the world. ISIS is currently running 3 Chairs.
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The chair in Innovation & Services is placed under the authority of the Institute for Strategic Innovation and Services (ISIS)
and is mainly partnered with CSC. Through teaching activities,
academic researches and consultancy missions for various
companies, the chair is able to produce complex and deep
insights in fields such as innovation intelligence and design
management, strategic management of technological innovations in services, promotion of innovation both in services and
associated processes and congruence between production
and distribution chains in clients service delivery
The La Poste Chair in Strategic Management of Services
has been created in January 2009. It is also placed under
the authority of ISIS. The chair works as a platform for both
academic research and events, where researchers focus on
crucial topics, such as strategic management, development
and marketing of services, reshaping and strategic repositioning of La Poste mail business, stimulating of innovation processes among enterprises carrying-out public service tasks
et promoting the responsible nature of innovation within services strategic management
Service Culture Resources Watch
Finally, the Chair in Innovation & Quality of Daily Life is the
third placed under the authority of ISIS. The chair works as
a platform for both academic research and scientific events.
Through teaching activities, academic researches and consultancy missions for various companies, it is able to produce
complex and deep insights in fields such as definition and
measure of quality of life, both in an international and a multisector basis, importance of innovations and services in the
improvement of quality of everyday life and the levers of improvement in quality of life, and the relations between quality
of life, motivation and work performance.
George Washington University,
USA (internal service excellence)
http://www.ncci-cu.org/downloads/Service_Excellence.pdf
George Washington University (GWU) builds Service Excellence by promoting service culture internally. GWU builds
and supports a culture of Service Excellence by implementing a strategic plan for Academic Excellence by strengthening infrastructure which includes the University’s libraries,
technology resources, and business and service operations.
This is done to ensure excellence in the academic enterprise.
GWU aims to provide ‘high-quality, effective and efficient
business operations with an enhanced focus on customer
service, employee development, self-assessment, and accountability to internal and external constituencies’.
Service excellence at GWU has been achieved by implementing a cohesive 3-tier service model which ranges from online
self-support to specialist support for unique problems.
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Service Culture Resources Watch
Trainings
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Service Culture Resources Watch
Service culture training of Starwood Hotels, USA.
http://development.starwoodhotels.com/development_support/training
Starwood Hotel’s ‘Branded Guest service training’ is an internal service culture training program for its employees. The training program gives employees the framework to deliver on the
brand promise. The aim is to provide an experience that would
convert first-time guests into loyal customers. This training program covers two different sets of employees - the associates
and the managers and is customized for them. The comprehensive training for associates provides a clear understanding of
the behaviors and skills that are necessary to deliver the brand
promise. On the other hand, the training for managers focuses
on leading and building a branded guest service culture.
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Consortium for Service Innovation, California, USA :
workshops and certification courses.
http://www.serviceinnovation.org/about/
The Consortium is a non-profit alliance of organizations focused on innovation for the support industry. The members
of this alliance aim to create innovative ideas through a process of collective thinking and experience. The Consortium’s
work integrates academic research and emerging trends in
business with their members’ operational perspectives. This
results in innovative operational models which can vastly improve the support experience. Instead of focusing on making
incremental improvements to the current processes which
may not be effective, the Consortium’s objective is to develop innovative ways to deliver outstanding customer support.
The Consortium for Service Innovation organises workshops
and conducts certification courses on service innovation
through their partner KCS Academy.
Service Culture Resources Watch
Service Innovation Training program of Danish
Technological Institute, Denmark.
http://www.dti.dk/services/innovation-training/31429
The Institute conducts training courses at all levels from
secondary schools through vocational training to schools
of higher education. Furthermore, they work out specific
courses for companies, employees and managers as they
understand that perspective and situation are crucial elements for any innovative job to be done properly and thoroughly. Therefore the content of their courses deals with
all parts of this innovative process. The training focuses on
the development from idea to product and marketing and
then to the implementation of new solutions that support the
company’s innovative processes.
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Service Culture Resources Watch
Public Initiatives
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Service Culture Resources Watch
‘2thinknow’ - Public Service Innovation, Australia.
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Service Culture Resources Watch
Institute for citizen centred service, Canada
http://www.2thinknow.com/reference/government-public-service-culture-ofinnovation/
http://www.iccs-isac.org/councils/pssdc/service-culture-andlearning/?lang=en
‘2thinknow’ is a global innovation agency that has worked
with Australian federal and state governments on change
and technology projects since 2007. Previously it was a data
services company.Its objective is to help the government
develop a culture of service and design-led innovation. From
2008, ‘2thinknow’ has created special innovation initiatives
into an innovation program for the Australian Public Service
at the Federal level, as well as for various state governments
in Australia. These have progressed from «social media/
web 2.0 workshops and speeches into service and design
innovation». They have launched Australia’s first Innovation
Course for the Public Service recently.
The Institute for citizen centred service (ICCS) aims to cultivate a Service Culture in all governments departments of
Canada. Their objective is ‘promoting excellence in citizencentred service across all orders of government in Canada’.
The institute believes and therefore promotes the idea that
service excellence and collective learning are essential for
making pan-Canadian public service more responsive to citizens’ expectations. This view has also been shared by the
‘Public Sector Service Delivery Council’s Service Culture and
Learning Task Force’ that has now committed to supporting
the professionalization and transformation of service delivery
as a shared responsibility across all orders of government.
Their Innovation Technology is based on their original innovation models, international case studies and their unique
city benchmarking data-set. The resources that they provide
include : The Innovation Course™ for the Public Service,
Innovation Discovery and Innovation consulting». Innovation discovery is a new governmental service that is aimed
towards creating better policy at a lower cost to taxpayers,
by using innovation.
The Institute’s Service culture and learning hub delivers the
Certified Service Manager (CSM) Program. The Certified
Service Manager (CSM) designation is the first of its kind in
Canada. The aim is to provide ‘a professional standard for
public sector service delivery by equipping certification holders with the language, conceptual tools, and best practices
that have been informed by the ICCS’s world-class research
efforts and the expertise gathered from a wide array of senior
service leaders from across the country, at all levels of government’. This Certified Service Manager (CSM) Program is
a certification and learning program designed for public sector service managers and supervisors who are responsible
for managing direct service delivery as well as their internal
counterparts. It is the first national service certification program built by the public service for the public service.
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Service Culture Resources Watch
BMBF Funding Programme Innovation with Services,
Germany
http://www.research-in-germany.de/dachportal/en/Research-Areas-A-Z/
Services/Programmes-and-Initiatives/BMBF-Funding-Programme-Innovation-with-Services.html
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The programme « Innovation with Services » by the Federal
Ministry of Education and Research (BMBF) aims to ‘develop
methods and instruments for optimizing existing and developing new services’. This programme of funding is used for
several areas related to service innovation primarily in ‘Innovation management’. Here this is focused on quality, flexibility and innovation capacity of customers and knowledgeoriented service companies. Priority areas of this funding are
methods for creating service innovations, export potential
and internationalisation of services. Another area of funding
is related to innovation in growth Fields of the Service Economy. Here priority topics are company-related services and
services in the context of demographic changes.
One of the important funding areas to have come up recently is related to sustainable energy efficient mobility. The most
interesting topic within this field is ‘Electromobility’ which
requires a systematic alliance of technological progress and
service innovation.
Service Culture Resources Watch
International Institute for Product and Service
Innovation, UK
http://www2.warwick.ac.uk/fac/sci/wmg/iipsi/about/
The International Institute for Product and Service Innovation (IIPSI) is a dedicated facility to support Small and medium enterprises (SMEs) in West Midlands area of England.
The institute helps them to access world-leading technology
in order to help them develop leading, innovative products
and services. IIPSI is funded by the European Regional Development Fund and the University of Warwick’s academic
department Warwick Manufacturing Group (WMG). It features a range of demonstrators in the technology areas of
Digital Innovation, Polymer Innovation and Experience-Led
Innovation thereby enabling SMEs to explore ways in which
they can put technology to work.
The International Institute for Product and Service Innovation (IIPSI) helps businesses gain access to the very latest in product and service design technology as well as to
Warwick Manufacturing Group (WMG)’s academic experts
who will be showcasing the depth of the research that can
be achieved. This will enable companies to ‘embed new capabilities into their businesses, leading to the creation and
testing of market-leading products and services’.
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Service Culture Resources Watch
Service Culture Resources Watch
Service Science, Solutions and Foundation Integrated
Research Program, Japan of RISTEX, Japan
http://www.ristex.jp/EN/examin/servicescience/index.html
RISTEX is a part of Japan Science and Technology Agency
(JST). It primarily functions as a funding agency with a think
tank-like capacity. One of the R&D focus area programs is
‘Service Science Solutions and Foundation Integrated Research Program’ which identifies the specific and latent needs
of society and uses actual data and case studies to develop
technologies for solving problems using a multidisciplinary
approach. RISTEX also carries out research which helps in
establishing «Service Science» research infrastructure.
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One of the differences between ‘Service Science’ as used
in this Program and the conventional scientific and servicerelated research is ‘the introduction of a scientific approach
to existing services in an effort to make them more efficient
and optimal’. Another difference is the approach to the various services in society that includes both service providers
and beneficiaries. The program thus employs two research
approaches - solution-oriented ‘Service Science’ Research
and foundation-oriented ‘Service Science’ Research.
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Service Culture Resources Watch
Others
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Service Culture Resources Watch
Talent Management Alliance LLC (TMA’s) “Creating a
Customer Service Culture” conference (USA).
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Service Culture Resources Watch
T.A.Yanovitch, Inc. - Workshops on Creating a
Culture of Service Excellence (USA)
http://the-tma.org/customer-service-culture/
http://www.retainloyalcustomers.com/services/workshops#cultureService
Talent Management Alliance LLC (TMA) is a global
knowledge-exchange network that is dedicated to the
advancement of strategic talent management and leadership development practices. Their mission is ‘to provide a
resource for business leaders around the world to find information and services to help recruit and develop the best
employees and prepare their organizations for growth and
increased revenue’. TMA’s “Creating a Customer Service
Culture” conferences aim to share the experience of both
HR/Talent and Customer Service and explore how organizations are creating a customer-centric culture. Some of
the key themes include ‘how to instil behaviours that lead
to excellent customer service’, ‘how to design and execute
a hiring strategy that attracts and keeps employees already
hard-wired to deliver superior customer service’, ‘how to encourage a commitment to customer service accountability’
and ‘how to develop a meaningful recognition program to
reward and reinforce customer service excellence’.
T.A. Yanovitch, Inc. offers a variety of workshops that are
customized to fit unique organizational needs. One of the
workshops is on creating a Culture of Service Excellence
that is built on the premise that delivery of excellent service must be viewed as a way of life within an organization,
not an add-on to the employee’s job responsibilities. This
essentially means engraining it into the culture of the organization so that it becomes known that “service excellence”
is just business as usual. The workshops focus on these
aspects that involve ‘identifying the higher purpose of the
organization and in turn identifying the employee behaviors
to consistently achieve the higher purpose’. The workshops study the systems and processes in place to sustain a
culture of service excellence and the leadership actions that
are necessary to ensure that they stay in place.
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Service Culture Resources Watch
ALLIANZ Worldwide Care, Ireland/Germany
‘Culture of Service Excellence’
http://www.allianzworldwidecare.com/culture-of-serviceexcellence?choice=en
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Allianz Worldwide Care consistently monitors service levels
across all areas of the business with the aim of creating and
sustaining a ‘Culture of Service Excellence’. With this internal focus they have managed to establish a culture based
on service excellence that has been implemented company-wide. The end-result is that customers receive a service
that is ‘fast, efficient and personal’. To support the focus on
customer service, they have created an internal staff recognition and awards scheme to reward staff for the valuable
contribution they make to their success. The «I make a difference» scheme was implemented to ‘reflect Allianz Worldwide Care’s internal values statement and to demonstrate
how everyone can make a difference when it comes to ensuring high standards of customer satisfaction’.
Service Culture Resources Watch
Qantas Centre of Service Excellence,
Sydney, Australia
http://www.qantas.com.au/travel/airlines/excellence/global/en
Qantas Centre of Service Excellence in Sydney is a $10 million investment in customer service excellence.This Centre
brings all service training under one roof thereby fostering
collaboration and interaction both within and across teams.
It aims to equip employees with skills and knowledge that
are required to deliver an exceptional experience at every
stage of the customer’s journey. ‘The first major learning
and development initiative to be staged at the Centre will
see over 18,000 Qantas employees undertake ‘’eXceptional’’ service training’. Qantas employees from various functions and departments like telesales, cabin crew, pilots and
ground staff will undertake the one-day training program
three times a week. These training sessions will be crossfunctional in nature.
The Centre is equipped with ‘Customer experience zones’ that
are dedicated to their different segments of passengers like
those of First, International Business, Premium Economy, International Economy, Domestic classes. There is also a ‘Qantas Innovation Zone’ that is designed to showcase ‘ideas and
initiatives for exceptional service’ from Qantas employees.
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Service Culture Resources Watch
Singapore service academy, Singapore.
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Service Culture Resources Watch
‘UP! Your service’, Singapore/US.
http://singaporeserviceacademy.com/what/
http://www.upyourservice.com/
Singapore service academy assists companies to efficiently
and intelligently measure their customers’ experience. This
is done by utilizing both social media tracking as well as
traditional methods like Mystery Shopping, Customer Satisfaction Surveys, Brand Audits, Focus Groups, Benchmarking techniques, etc. The academy helps companies identify
the gaps in their ‘customer experience’ and in turn provides
them fully customized measures to address those gaps. It
also helps companies re-measure their customers’ experience in order to know the return on investment.
‘UP! Your Service’ is a private consultancy company that
enables organizations to quickly upgrade their service performance and secure a sustainable advantage by building
an uplifting service culture. The aim of ‘UP! Your Service’
is to be a ‘LEADER IN BUILDING SERVICE CULTURES’
for diverse organisations. Their methodology aligns, integrates and accelerates their client organization’s activity in
three essential areas namely Service Leadership, Service
Education and ‘The 12 Building Blocks of Service Culture’.
This proven approach leads to an action-oriented culture
empowering everyone to delight customers and colleagues
with consistently uplifting service. They have offices in Singapore and the USA and have a wide cliente base consisting
of private businesses, associations and government agencies worldwide. Singapore service academy provides their services to organizations in order to make them aware of the bigger picture
and thus enables them to create ‘World Class Cultures Of
Service Excellence’ so that their customers and all other
stakeholders in their organization can derive maximum
benefit by focusing on superior service culture.
The UP! Your Service’ architecture for building a service
culture has three key components namely ‘Service Leadership, Actionable Service Education and the 12 Building
Blocks’ . The organization is founded by Ron Kaufman who
is considered to be a renowned consultant and thought-leader in the field of ‘delivering superior service’.
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Service Culture Resources Watch
Service Culture Resources Watch
ServDes’, the Service Design and Innovation
conference, Scandinavia.
http://www.servdes.org/about-servdes/
ServDes’, the Service Design and Innovation conference, is
the premier research conference ‘for exchanging knowledge
within Service Design and service innovation studies’.
It started out as a yearly Nordic conference but has now
become a bi-annual international event. Its aim is to bring
researchers and practitioners together to discuss, share and
evolve the emerging discipline of Service Design and service innovation. The Servdes 2014 conference ran from 9-11
April 2014 at Lancaster University, UK.
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The ServDes conference is an answer to the call for a growing
need for original research on Service Design and its dissemination. Service Design is now a recognised field of design
research and practice, with a growing international network
of practitioners and academics. However, publications in
this field have mainly focused on establishing the discipline
and their volume is still limited and dispersed. Although the
conference is research focused the format and the selection
of publications are relevant for practitioners too.
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Service Culture Resources Watch
Service Culture Resources Watch
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Chaire Ingéniérie du Service
A BNP Paribas Cardif and
Grenoble Ecole de Management Partnership
http://www.ingenierieduservice.com/
grenoble-em.com
Conception : Insign Communications / DIKOMO - Mai 2014
12, rue Pierre Sémard - BP 127
38003 Grenoble Cedex 01 - France
+33 (4) 76 70 60 60
[email protected]