Building an Award-Winning Service Culture

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Building an Award-Winning Service Culture

The fact that successful organizations also have the most satisfied customers makes intuitive sense, and finding examples of such structures is a simple matter. Names like Apple, Harley Davidson, Singapore Airlines and Emirates Airlines pop up immediately into mind. But which came first, the successful organization or the happy customer?

Peter Drucker, the father of modern management, said: “The result of any business is a satisfied (external) customer.” Drucker and other influential business thinkers showed us where to direct our efforts.

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  • COURSE TYPE Practitioner
  • DURATION 3 days


It is by building a customer-centric culture first that an organization will develop the products, processes, and services customers want, which will, in turn, result in a successful world-class organization. By taking inspiration from the most innovative companies and customer service gurus of modern times, this course will show you how to create this coveted ‘award-winning’ service culture.


Upon completing the course, participants will be awarded Strategic Axis certificate endorsed by ICSA – International Customer Service Association.



Module 1: The case for service excellence

Famous quotes about ‘service.’

Definition of ‘service.’

Numbers to remember: the wake-up call

Famous examples

Service culture comes first

The cost of service: striking the right balance

Module 2: Understanding corporate culture

Definition of corporate culture

Impact on the organization

Design versus nature

Module 3: Areas to tackle and actions to take

Leading from the top

Mission and vision

Being a role model

Training and coaching

Recruitment of employees

The importance of hiring

Who and how to recruit

A word about ‘competencies.’

Service competencies

Internal customers

Types of domestic customers

The silo mentality

Processes and procedures

The voice of the customer

Focus groups

Questionnaires and surveys

Complaints system

Service improvement tools

Kano model

RATER model

The ServQual model

Reward system

Module 4: Ron Kaufman’s “Superior Service in Action”

Creating a superior service language

Pinpointing the real problems

“Serving up” true value

Delivering value the right way

Inspiring ‘action’, not ‘blame’

Module 5: Managing massive culture change

Culture change challenges

Conditions for successful change

Change management approaches

Kotler’s 8 steps

Force field analysis

Module 6: Measuring success of service culture implementation

Understanding KRAs and KPIs

What and how to measure

Benchmarking principles

  • In The Classroom

  • Live, Online

  • Private Team Training

  • Indiviual Private Session

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