Services

Management
& Marketing

Session 01

Gautam Kiyawat
Describe your day so far…from the time you woke up
What is a Service?
What about…
About Me About
A
& This
Test Run
About You Course
About Me
&
About You
 Brand Mgmt, Marketing & Business Ops, Consumer Rsch

Digital Video Streaming,

Content, Comms Planning

Teaching X Industry Collabs

Failed StartUps

Gautam Kiyawat
What about you…?
About
This
Course
1. Why is Services Management important

2. What can you expect to learn from the course

3. How will you learn

1. Why is Services Mgmt important?

70% 80% Highest

of GDP* of Jobs* Growth

Countries and Companies understand contribution of

Services to generate added value for all stakeholders
* developed countries of the Northern Hemisphere (USA, EU)
2. What can you expect to learn?
● Examples from the latest industries which have
pioneered service management.

● Focus on technology companies which have a very

high bar for customer experience, especially Amazon and P&G where we
would talk about our personal experiences on how they became the most
customer centric companies.

● Actual industry problems & cases from technology

service companies in Singapore (we can see how they deploy the
learnings from classes to projects).

● Sessions from other industry leaders in these

companies.
● Emphasis on case study & podcast focussed discussion and have widest coverage of

different industries so students can appreciate, learn and apply.

● Cover topics like Design thinking, KYC and NPS/Satisfaction measurement.

● We should also Focus on how people are the biggest asset in the service management

space and how to motivate them to do the right things for the customers.
3. How you will learn?
How [Link] stays a step
ahead, How Amazon created
new services and made them Airbnb offers more
successful accommodations than the three
biggest hotel chains combined,
how do they manage their services
to compete with the biggest hotel
chains without owning any assets?

Setting a High Bar for Your

Customer Service
How Michelin a century old tire
company attempted to create a
digital service platform for its
fleet and dealer customers,
Will Tesla succeed in giving a
what are the key learnings.
great customer experience
and remain successful?
…learn via frameworks
Summary of Google Surveys: Course Expectations
 Top 3 expectations from the course
Top Expectation from this course
● Discover a new field

● Being interested and discovering useful tools

● I don't really know what is service management so I expect to have a better

understanding of what it is about

● Learn about service companies specificities

● Deeply learn about how Services work in our society, the related business models, and

how to manage it through skills

● Learn something new, something practical and something fun

 How would you use what you learnt
How will you use what you learn?
● I don't know what we are going to deal with

● I intend to improve in term of IT

● I don’t know for the moment but I am sure that I will find out at the end of the

course

● I am going to use the skillsets brought by Service Mgmt in my work to serve better for

my clients (I may work in Consulting industry), and I am going to plan and

manage the related domain better if I am in a leadership role afterwards.

● Apply the knowledge to my work

 One thing that makes the course great
What makes a course great?
● The teacher

● Illustrations, concrete cases, dynamism

● Applied cases/ case studies.

● The teacher is really important, if he is involved, has knowledge, and more important

likes what he’s doing. I believe that a good teacher can make anything interesting

● Abundant Case study that related to reality, the useful technique that we can apply in

our daily work.

● Interesting (at least not that boring) & useful knowledge & less group work
..and what makes it a pain?
● When it's too boring or disorganized

● I am worried that it will be very computer science focused and because I have no

knowledge in this field, I am worried to be a bit lost

● Concepts too theoretical/ not linked to corporate.

● Not a pain but something I don’t like is making a lot of class presentations (we are doing

some in every course)

● Too much simple concept introduction or meaningless group discussion

● Group work dominates & many after class work & hard to follow in class
Additional Takeaways - Importance of customer centric culture
What is NOT customer centric
● The term "Customer Centric" is

synonymous with proactive business

strategy

● Advances in technology are causing a

fundamental shift in marketing

● Companies like [Link] build their

business model around customer focus

Additional Takeaways - Role of Innovation in Services Mgmt

● Facing imminent disruption,

many large, established firms

have embraced innovation to

develop new growth services

● Companies are acquiring

startups to get this edge

Also - Excellence in Services Mgmt vs Employee Motivation

● How do companies balance rapid

growth while maintaining motivation

+ innovation + employee

commitment to hit customer goals

● We will also highlight how global

companies manage people

complexities
 Typical Session Format

Part A Part B

45m 45m 45m

Concepts - Examples - Discussions Weekly Pitches, Guests

Course Format

2 6 1 1
Intro Core Sessions Guest Ppt.
Sessions (Concepts & Frameworks, Cases & Discussion) Session Session
Assignments and Grading
1. Individual Assessment: 40%

Your Voice in Class, via:

Voluntary Class Participation
OR
I will pick you at random
BUT
I want your Point of View
2. Group Assessment A - Videos/Podcasts: 30%
View, Analyze, and Present in class
- Summarize your TWO biggest learnings
- Link your learning to the material from the sessions
- Find ONE real life example to illustrate the learning
- Point TWO things you don’t agree with the video/podcast
Group Presentations. Same Groups as Group Project
We will listen to 1 Group per session: 10 min per group
3. Group Assessment B - LIVE PROJECT: 30%
About Me
About Athletic Greens
Fastest growing Unicorn DTC brand Supported by Top Celebrities

Innovative + cult global brand grew by social media marketing – 50K 5 star ratings
Brand Belief

Customer centricity Empower small businesses

Access to Nutrition as Universal Human right

Brand Belief

Synergy Small steps first Simple joys

Journey so far
Athletic Greens is Truly Setting The Standard in social media marketing

Podcasts

- US’s Top Podcast partner by far

- Healthy Aging & Longevity

- High Performance Mindset

 Athletic Greens is Truly Setting The Standard in social media marketing

Fitness professionals & health conscious influencers

Influencer talent to promote its UGC or user-generated content is one of the most authentic ways
products. #athleticgreens has over 86.8 million views. to showcase consumer experiences.

and #athleticgreenspartner has over 39.9 million views. Athletic Greens does a great job working with creators that are a
These large numbers have been generated solely from natural and authentic fit for their brand values.
influencer posts on the platform.
What is AG1
Product benefits
Project:

Athletic Greens wants to launch services business in Asia

Group Project Brief:
Create a Service Offering for Singapore: Define the range of services your
business will offer. Ensure your services align with market demand and
customer needs.

Target Customer Segment: Identify your ideal customers and understand

their demographics, needs, and preferences.

Value Proposition: Clearly articulate the unique value your services provide
to customers.
Pricing Strategy: How you will charge for your services?

Revenue Streams: Define how you'll generate revenue from your services.
Consider multiple revenue streams, such as one-time sales, recurring
subscriptions, add-on services, or upselling to existing customers.

Customer Acquisition: Identify the methods you'll use to acquire new

customers. Online or Offline. This may involve lead generation, sales efforts,
online advertising, referrals, or other channels.
GROUPS
SERVICE MANAGEMENT FRAMEWORKS
 2 Pricing
Positioning 1

3 People

Customer
6
Loyalty
Customer
4
Complaints
Quality 5
Improvement
[confidential do not share]
For discussion in the A
next session Test Run
1. What are the top 3 different problems to be

solved in this services industry scenario and what

is the order of priority?

2. How would your team solve the Demand Supply

mismatch of nurses in this hospital services

industry?

3. How would you incentivize and motivate the

overworked healthcare staff, when you can’t pay

Use this simple framework

them more because you don’t have budgets?

Services are the Engine for the Economy

vs

vs

70% 80%
of GDP* of Jobs*

vs
Highest
Growth
END OF SESSION 1