Course details

Service and goods industries spend large sums of money on marketing and advertising their services with the intention of attracting new customers and retaining existing ones. This money is wasted if staff fails to provide the level of customer service needed to make a vital impact on the purchase and repurchase decisions of customers. Competing solely on the basis of product or price is not sufficient.


Building Blocks

  • Gaps model of service quality
  • Service and consistency
  • Anticipation
  • Win-Win Situation
  • Moment of truth
  • EPS formula
  • The six components of a customer’s experience
  • Planning and strategies in relation to customer service management
  • European Foundation for Quality Management (EFQM) assessment model
  • RATER assessment model
  • Customer lifetime value/Customer referral value
  • Ghost/mystery shopping
  • Employee/customer of the year
  • Problem – Solving Orientation / Brainstorming
  • Practical ways to build an organization culture
  • Service vision
  • Business Process Reengineering
  • Benchmarking
  • Servicescapes

Service Marketing

  • The five basic client needs
  • The selling personality
  • The pricing tripod
  • The customer value triad
  • 7c interaction values
  • Tangibalize the intangible
  • 14P Marketing Mix
  • One page contact list
  • 4Ps of TQM
  • Service profit chain
  • Marketing research
  • How the wealthy think
  • Means to know more your competition
  • Classes of Competitors
  • Service Recovery Strategies
  • Why customer recovery
  • Cooling the customer with “HEAT” and “LEARN”
  • Customer charter

Service Management

  • CRM – Customer Relationship Management
  • Human resource service strategies
  • The four social styles (Analytical, Amiable, Driver, Expressive)
  • Exit interview
  • The three levels of empowerment
  • Quality improvement team
  • Process improvement team
  • Time management/Managing capacity
  • Stress Management

SMM Benefits

  • Tangibalize the intangible
  • Give value added service to reach the ultimate value pricing
  • Know the five categories of your customers
  • Know your 4C well: Company, Customer, Competition, and Chain Supply
  • Maintain consistency and ensure continuous process improvement
  • Explore the service profit chain: Service starts from Leadership and Management…
  • Unify your service vision and culture, etc…

Sensory Marketing

From now on, they will touch on your five senses.

Marketing is evolving from:

  • The goods concept, to the service and to experience
  • From exchange , to relationship and to branding
  • From production technology, to information technology and to digital technology.

About Beirut Academy for Travel Sciences

Beirut Academy for Travel Sciences (B.A.T.S) was founded early 2006. It is run and managed by a connoisseur of the travel and ttheirism Industry, Hassan El-Zein, having been a mentor and a practitioner for more than ttheynty years.

Holder of 10+ IATA/FIATA diplomas, Master of Science from England in Electronic ttheirism management…his academic achievements are from Canada, United States of America, England, Switzerland, Greece, Malta, Dubai, Fiji, and more. Hassan has a broad travel experience, over 60 countries and the number is increasing.

The leader in applied transport education in Lebanon, B.A.T.S mission is to supply a better education of the travel, ttheirism and freight industries in Lebanon and abroad through the up to date and perse services that play a mandatory role in providing a reliable foundation for jobs. B.A.T.S remains competitive by being at the forefront of technological, knowledge and skill advancement. Hence, B.A.T.S teams up with the Travel Institute USA, CIFFA (The Canadian International Freight Forwarders Association), ATTAL (Association of Travel and Ttheirist Agents in Lebanon), LFS (Lebanese Forwarders Syndicate) and multi-universities in Lebanon.

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