Understanding customer needs, delivering value, and creating memorable experiences are vital, led by Sales and Customer Service teams in the Career Track.
Finding & keeping customers has always been the key to the success of any business. For long the bias has been towards customer loyalty as a key growth engine. What empirical data tells us is that business growth comes from a relentless focus on Customer Acquisition. Organizations and brands that have successfully added new customers also seem to be very successful in retaining and growing their existing customers. This course focuses on the fundamentals of the strategy & execution required for successful Customer Acquisition!
For most organizations their top 10 or 20 customer accounts are strategic & they often represent 30%-50% of the company’s revenues and margins. This is a double-edged sword since a loss of any of these accounts could have a devastating impact on the organization. As large buyers are becoming increasingly sophisticated in making purchases and with the intense competitive landscape there is a need for a more strategic and structured approach to Key Account Management. This course focusses on how to create and execute a strategic plan for growing and retaining and growing key accounts.
Accelerating advances in technology are having and will continue to have a profound effect on the nature and modes of service delivery to customers. The rapid pace at which technology is permeating company-customer interactions is leading to what might be termed as “technology—service convergence” in that technology is becoming intertwined with and inseparable from service delivery. This convergence has one hand the potential to more effectively managing that experience and on the other they also have the potential to detract from it. By drawing upon key insights from his extensive research Professor Parasuraman will discuss key implications for achieving and sustaining service excellence in an era of increasing technology-service convergence.
Creating high performance sales teams is to a large extent influenced by the quality of the team leader. This course focusses on how to nurture and manage effective and motivated sales teams. These are the key themes for this course
More and more customers are demanding an always-on personalized omni-channel experience both in the B2B & B2C environments. Given this context, success is not just dependent on effectively managing direct sales teams but in also establishing and managing the indirect sales channels. This course focusses on the fundamentals of Channel Management.
For long negotiating has been seen & taught as an activity where one side is supposed to get the better of the other through some kind of ‘cat & mouse game.” This is contradiction where all agree that negotiation must end in a win-win. The best way to look at negotiation is as a process involving two or more sides involved in a joint search for a wise solution. This course is built around this paradigm since it is consistent with the ‘win-win’ theme. The key elements of this course are:
With B2B customers becoming less and less inclined to having ‘meetings as usual’ with their suppliers, the ability to think for the customer and provide interesting engagement possibilities is the key. Analytics is becoming one of the critical ways to enabling sales & service driven growth. There are a number of questions both in sales and service that have haunted the function almost forever it seems!
Sales: How do we better predict a customer’s need? How do we proactively suggestions to customer for problems they have not seen as yet? How can it help us enable growth marketing in large accounts? How do make it compelling to prospects to engage with salespeople? How do we synchronize marketing efforts to sales?… and many more!
Customer Service: Improving CX is the end game but how? How do we create a consistent experience in a omni-channel world? Every function in some way serves the customer, how do we make them jointly accountable? What are the key moments of truth and where do we focus? …. and many more!
This focuses on equipping the students with the capabilities to identify, interpret & leverage analytics to make smart decisions in their sales & service efforts.
The services sector accounts for nearly 54% of India’s GDP and expected to grow at about 9% in FY23 & as a logical consequence, this sector will be one of the fastest growing employers of management talent. Given the distinct set of competencies required to be successful in this business this course will focus on equipping our students with the fundamental concepts of Services Marketing across domains and a variety of business models.
We are now in a world where we can conclusively say that the salesperson as a walking-talking version of the product brochure and a consummate entertainer is dead forever! Today selling to customers is all about understanding them well, often thinking on their behalf in order to deliver value and enable them to be successful. This course focuses on enabling the customer facing individual with the skills and attitudes needed to be a true partner to their customers.
| S.No. | Course Type | Course Name | Course Snapshot |
|---|---|---|---|
| 1 | Elective | Consumer Behavior | Developing good sensitivity about the customers; Understanding the importance of customer centricity for the business. |
| 2 | Elective | Brand Management & Marcom | Integrate key principles and frameworks of branding; Apply models of Brand Visioning and Architecture; Develop effective Brand Strategies and assess Brand Health; Apply branding for Industry 4.0 |
| 3 | Elective | B2B Marketing | Understanding, designing, constructing and analysing a typical B2B sales cycle for key vertical industries like IT, Financial Services, Industrial Products and hospitality; Evaluation of B2B and strategic selling; Introduction to concepts like Miller-Heisman, SPIN,Holden and Challenger with respect to the sales cycle. |
| 4 | Elective | Marketing Research | Differentiate management decision problems and marketing research problems; Create a research design; Tools & techniques for gathering data; Understanding appropriate statistical test for testing hypothesis; Generate solutions to marketing research problems. |
| 5 | Elective | Customer Relationship Management | Importance of acquiring customers and retaining them for a lifetime; Construct an effective CRM program; Understanding CRM strategies and marketing tools; Identifying strategic capabilities through application of conceptual knowledge with applied orientation in both local and global context. |
| 6 | Elective | Sales & Distribution | Application of the basic principles of sales; Designing sales territory and resource allocation plan; Evaluating CPS for effective sales strategy; Generating sales process plan; Generating sales team and human resource management plan in its entirety with particular focus on contingent pay. Designing and managing channels. |
| S.No. | Name of Core Course | Course Snapshot |
|---|---|---|
| 1 | Marketing Management | The objectives of this course are to demonstrate the role of marketing in the company, and to show how effective marketing builds on a thorough understanding of buyer behaviour to create value for customers. This is an introductory course for management professionals to explore relationship of marketing with other functions. Students learn how to make marketing decisions in the context of general management; to control the elements of the marketing mix—product policy, channels of distribution, communication, and pricing—to satisfy customer needs profitably; to understand the analysis underlying the marketing strategy formulation; to identify consumer needs, design value propositions and deliver value to create customer relationships; to understand differences in consumers, consumer behaviour, to comprehend ways and means to develop and manage brand equity over time; to understand the development of product strategy, pricing strategy and communication strategy; to understand the development of an effective sales and channel plan; and to analyse the challenges in entering a new market and developing a marketing program for it. |
| 1 | Service Operations Management | This is an introductory course that exposes management graduates to the ‘World of Services’. Participants learn about the service industry and its various functions. Participants learn about different tools and techniques which were once applied solely to manufacturing, but which are now used extensively in services industries. Participants learn about the nature of services and aligning service strategy to competitiveness. They learn to manage demand and capacity in service organizations; to design Service processes, process selection, and service facility layout; to measure service quality – SERVQUAL model; to manage queueing and waiting line problems in service organizations; to manage inventory in services set-up, and to understand ‘Project Management’ in service organizations. |
JAGSoM is amongst the select few Business Schools in India with an International Profile: AACSB Accredited & QS Ranked for Marketing, Finance and Analytics programs.
