This course will qualify you for  CPD credits

Certificate in
Delivering Service Excellence
Building A Culture To Create World Class Service

Key Learning Objectives

1. Demonstrate personal commitment to Service
Excellence

2. Outline a number of business transformation

strategies to deliver Service Excellence in your
organisation

Led by Alan Power 3. Embed a culture of Service Excellence

4. Assess the service levels achieved in your

organisation

5. Plan a strategy for defending your Service

Excellence strategy

17 - 20 September 2018*
Dusit Thani Hotel, Dubai, UAE
OFFER

32 Save up to $1000
FOR

by booking early!

www.informa-mea.com

Informa’s training programmes and solutions are delivered
by renowned industry experts and thought leaders with
extensive practical experience. Our courses are stimulating,
comprehensive and well structured, allowing delegates to
enhance their professional development and capability.
We are a leading training provider in the Middle East, with a
portfolio of subject matter across the following sectors:
• Audit, Risk & Governance
• Business Operations
• Engineering, Operations & Maintenance
• Finance
• Healthcare
• Human Resources
• IT
• Leadership & Management
• Marketing, Sales & Communications
• Oil & Gas
• Procurement & Supply
• Professional Development
• Project Management
• Real Estate
• Strategy Management
• Telecoms
Course Requirements And Certificates
Delegates must meet two criteria to be eligible for an
Informa Certificate of Completion for a course:
1. Satisfactory attendance – delegates must attend all sessions
of the course. Delegates who miss more than 2 hours of the
course sessions will not be eligible to sit the course
assessment
2. Successful completion of the course assessment
Delegates who do not meet these criteria will receive an
Informa Certificate of Attendance. If delegates have not
attended all sessions, the Certificate will clearly state the
number of hours attended.
Who Should Attend
This course is highly recommended for all executives, senior
managers and others in all sectors of the economy that
have a need to lead and embed a service excellence culture
in their organisation.
Would you like to run this course
in-house?
The in-house training division of Informa
Tel: +971 4 407 2624 Email: cts@informa.com
www.informa-mea.com/cts
Meet Your Expert Course Leader
Alan Power has extensive experience
developing strategies for improving
the customer experience. This
experience, mostly gained in the
finance sector, led the University of
Leicester to invite him to join their
Quality Excellence faculty where he
wrote and delivered a module on
Customer Service Measurement for a
Masters Degree programme; this course has its origins in that
programme.
Alan regards customer service as the key element of a quality
strategy – a strategy that seeks to deliver breakthrough
improvements for the customer – and he has worked as a
quality practitioner for nearly 25 years. He first became aware
of the Total Quality movement in 1986, while he was Personnel
Director of Mortgage Express, a UK home loans company.
It was there that he launched his first quality management
programme.
As a result of the success of that programme Alan was invited
to set up a new company, TSB Homeloans Ltd., the home
loans arm of TSB Bank, a UK retail bank now part of the Lloyds
Banking Group. The company was established in Scotland
during 1989 and Alan was Managing Director until the merger
of TSB Bank plc with Lloyds Bank plc in 1997.
During the period of Alan’s tenure as Managing Director, TSB
Homeloans won the following awards:
• The Digital Quality Award (1993)
• The Quality Scotland Prize for Business Excellence (1994)
• The Quality Scotland Award for Business Excellence (1996)
• In addition, Mortgage Express Ltd won the British Quality
Award in 1996
Prior to taking up his general management role Alan had
some 20 years’ experience in senior roles in human resource
development. As a result Alan is a highly effective presenter
and facilitator. Following the merger of TSB Bank Ltd
with Lloyds Bank plc Alan was appointed Head of Quality
Management, responsible for establishing and deploying
business excellence throughout the organisation.
Alan Power’s courses have been accredited
to award CPD (Continued Professional
Development) credits by the CPD Standards
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www.cpdstandards.com
Aim And Methodology
The aim of this course is to help delegates establish a
framework within which their organisation can develop
a service excellence strategy, the ‘DEDICATED’ approach
will be outlined to offer delegates a structured but
simple approach to delivering service excellence.
A number of learning interventions will be used
throughout this course, including: presentations,
exercises, case studies and role plays.
Certificate in
Delivering Service Excellence
17 - 20 September 2018* | Dusit Thani Hotel, Dubai, UAE
Course Timings
Registration will be at 08:00 on Day One. Course sessions will start promptly at 08:30 and end at 14:30. There will be
two short breaks for refreshments and lunch will be served at the end of each day’s session.

Course Introduction Course Outline

In order to develop a reputation for Service Excellence
organisations need to become customer-centric. They
need to put their customers at the heart of everything they Day One
do whether it’s financial control, investment, marketing,
recruitment, training, sales, decision-making, process design, Define It
organisation design, procurement, innovation, strategic
planning, indeed, literally everything is aligned to serving • Agree important definitions within the scope of Service
their customers! Excellence
• Explore the difference between customer satisfaction and
The popular thought that an organisation can become World
Class by product innovation is flawed. Yes, a new product customer loyalty
may allow you to capture the imagination and the interest of • The business case for building a loyal customer base
consumers but if your service fails to live up to expectations • Using a domain map to help identify all stakeholders and
then consumers will turn to an alternative supplier; a product
can be replicated rather easily, great service less so. their relationships

And the big benefit of delivering a World Class service?

Loyal customers! And the benefit of having loyal customers?
• Loyal customers will keep coming back
• Loyal customers will buy more of your products
• Loyal customers will become advocates of your
organisation which will lead to more customers
• Loyal customers are often prepared to pay a premium for
your service
• Loyal customers will be more tolerant of any problems you
may encounter
• Loyal customers stay with you and are therefore cheaper
to manage than new customers because they know their
way around your organisation.
The big issue for many organisations is they do not have the
culture, the leadership, the systems, the processes or the
people to become World Class so they need a new approach.
Explain It
• How to help employees understand the importance of
Service Excellence
• The role of your Corporate Communications function in
developing a communications strategy to maintain focus on
service
• Exploring what might happen when your corporate
communications fail to have the required impact
• Identifying a range of alternative communications channels
and exploring what might be most effective
• The business case for establishing a corporate
communications function
Demonstrate It
• The role of leaders in demonstrating commitment to Service

Learning Objectives Excellence

1. Define Service Excellence and explain what constitutes • Exploring how the role of leadership differs from
service excellence management in sustaining and developing the message
2. Describe how to demonstrate personal commitment to
about Service Excellence
service excellence
3. Outline a strategy for implementing service excellence • The importance of clear statements of corporate vision,
4. Explain how to assess the service levels achieved and mission, values and competitive strategy to support Service
describe a range of approaches to be used to celebrate
Excellence
5. Outline a number of business transformation strategies
to deliver service excellence • How to create a culture of service excellence
6. Describe how to embed a culture of service excellence in • It’s not what you say, it’s the way that you say it – exploring
an organisation
non-verbal communication
7. Outline a strategy for defending a service excellence
strategy

www.informa-mea.com T: +971 4 335 2437 E: register-mea@informa.com

Certificate in
Delivering Service Excellence
17 - 20 September 2018* | Dusit Thani Hotel, Dubai, UAE
Day Two
Implement It
• The human side of the enterprise
• Managing the development of service delivery employees
- Developing employee competence
- Generating employee commitment
- Creating organisational culture
• Exploring the complexity of employee performance
- The function of employee appraisal systems
- The purpose of pay
• The importance of understanding human motivation and
how it impacts on Service Excellence
• How to design jobs that motivate employees to deliver
superior service
Celebrate It
• Exploring a range of recognition systems to acknowledge
superior service
• How to establish a process for capturing and sharing positive
customer feedback
• Identifying opportunities for winning recognition from peer
groups such as industry awards
• Identifying opportunities for winning international awards
for Service Excellence such as ISO9001
Assess It
• The importance of capturing regular customer feedback
• Exploring a range of tools for capturing customer feedback
and tracking satisfaction
• How to create an effective survey questionnaire
• The role of the Mirror Survey in aligning employee
perceptions with customer perceptions
• The role of creating a Net Promoter Score
• How to exploit social media as a customer engagement tool
• Exploring how to report and monitor levels of customer
satisfaction and related key performance indicators
• The importance of managing complaints strategically
Day Three
Transform It
• Identifying how customers perceive their service experience
• Exploring the gap between customer expectations and
customer perceptions of their experience
• How to develop market intelligence
• How to identify gaps in the service delivery system that
potentially thwart service delivery objectives
• How to use a range of tools to close gaps in the service
delivery system
Day Four
Embed It
• How leadership style impacts sustainability of Service
Excellence
• Exploring your personal message about Service Excellence –
walking the talk
• The importance of leaders becoming role models
• Using the Balanced Scorecard to monitor results
Defend It
• The importance of team working in establishing peer group
feedback to defend the Service Excellence
• How to address individuals not demonstrating support for
Service Excellence
• The importance of giving feedback to employees not
complying with the Service Excellence strategy
• Exploring a range of feedback models
• Using the DESC model as a framework for delivering
feedback
 Certificate in Delivering Service Excellence
17 - 20 September 2018* | Dusit Thani Hotel, Dubai, UAE

FIVE WAYS TO REGISTER

+971 4 335 2437

+971 4 335 2438

register-mea@informa.com

www.informa-mea.com

Informa Middle East Ltd.

PO Box 9428, Dubai, UAE

SAVE UP TO 40%
If you have 6 or more people interested in attending, and would like to customise this training
The in-house training division of Informa Middle East course to suit your team and business, contact our Training Consultants on +971 4 407 2624
or email cts@informa.com.

Course
Course Fee Before Course Fee Before
Final Fee
DISCOUNTS AVAILABLE
9 July 2018 13 August 2018 FOR 2 OR MORE PEOPLE
Certificate in CALL: +971 4 335 2483
Delivering Service Excellence US$ 3,995 US$ 4,495 US$ 4,995
17 - 20 September 2018* (BC7158)
E-MAIL: a.watts@informa.com
Course fees include documentation, luncheon and
Pricing excludes 5% VAT, which will be charged where applicable refreshments. Delegates who attend all sessions and
pass the course examination will receive an Informa
Certificate of Completion.
Book and pay full fee for two colleagues and the third attends for FREE.
*Not applicable in conjunction with corporate discounts.
All registrations are subject to our terms and conditions which are
*Payment to be settled before start of the course to avail the offer.
available at www.informa-mea.com/terms. Please read them as
*The 3 for 2 offer is valid on full price final fee registration only.
they include important information. By submitting your registration
you agree to be bound by the terms and conditions in full.

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PAYMENTS
A confirmation letter and invoice will be sent upon receipt of your registration. Please note that full payment must
be received prior to the event. Only those delegates whose fees have been paid in full will be admitted to the event.
BC7158
AVOID VISA DELAYS – BOOK NOW EVENT VENUE:

Delegates requiring visas should contact the hotel they wish to stay at directly, as soon as possible. Dusit Thani Hotel, Dubai, UAE
Visas for non-GCC nationals may take several weeks to process. Tel: +971 4 343 3333

CANCELLATION ACCOMMODATION DETAILS

- If you are unable to attend, a replacement delegate will be welcomed in your place. If you cancel your We highly recommend you secure your room reservation at the earliest to avoid last minute
registration 57 days or more before the event, you will receive a refund minus a 10% cancellation fee (plus inconvenience. You can contact the Hospitality Desk for assistance on:
VAT where applicable). Cancellation after 56 days before the event or if you fail to attend the event will Tel: +971 4 407 2693 Fax: +971 4 407 2517
be 100% payable. All cancellations must be sent by email to register-mea@informa.com marked for the Email: hospitality@informa.com
attention of Customer Services Cancellation.
- All registrations are subject to acceptance by Informa Middle East which will be confirmed to you in writing
- Due to unforeseen circumstances, Informa reserves the right to cancel the course, change the programme, SN/DC BUSINESS OPERATIONS © Copyright Informa Middle East Ltd
alter the venue, speaker or topics
- For full details, please visit www.informa-mea.com/terms-and-conditions-for-delegates