When we perceive our work as true service many things change. What do we need for such a transformation?
Leaning on the best international practices and cultural perspectives, masterclass by Japanese service expert, Yutaka Yamauchi and GIPA, aims at going into the depths of transformative power of service management, focusing on service concept and management theories. Representatives from various industries will rethink service standards based on the concepts and theories of service.
No matter you are navigating in service sector or redefining customers’ engagement in any field, whether you are in hospitality, banking, insurance or any type of organization, the masterclass will equip you with the tools to deliver excellence.
Focusing on examples of Japanese, AMerican and European services, Yutaka Yamauchi will discuss the cultural perspective of service. He will emphasize that value encompasses not only material benefits, but also the process through which customers are empowered to express.
The masterclass will end up with a group work in which participants analyze an existing service and develop new ideas for innovation.
Part 1: Importance of service for all businesses (not just service sector)
A brief discussion of service management theory, such as IHIP, service quality and service dominant logic.
Part 2: Service cultures around the Globe
Starting from findings on sushi research to the French wine examples will end up to small group work to reflect on Georgian service.
Part 3: Service on macro and micro level
Historical service examples such as McDonald's, Starbucks and Uniqlo and tips for service culture development.
Part 4: Georgian service ways of transformation
Group work on selected key services in Georgia, analyzing the historical context and how they can express themselves in a new way - feedbacks session from Yutaka Yamauchi.
Each session will be followed by the Q&A session.
Masterclass facilitator: Paata Papava, GIPA trainer and Teamboat co-founder.
Masterclass partners: Teamboat, Silk Academy
Masterclass language: English with follow-up Georgian translation (group works will not be accompanied with translation)
Event start and end time: 11:00-15:00
Location: Radisson Blu Iveria, 1 Republique square, Tbilisi
About the author:
Yutaka Yamauchi - Professor at Kyoto University, Graduate School of Management with joint appointments at Design School and Graduate School of Economics. He obtained Masters and Bachelors degrees in Computer Science from Kyoto University and Ph.D. in Management from UCLA Anderson School. Since 2021, Yutaka joined the Kyoto University Graduate School of Management as a lecturer.
Yutaka's current research focuses on culture of services—how services represent a culture to construct and negotiate value. His current research focuses on the "culture of service." In particular, he is analyzing the interactions between service providers and customers from an ethnomethodological perspective. In addition to sushi restaurants, he has analyzed services such as fast food, Italian restaurants, and apparel. In order to reexamine the concept of service based on empirical research on sushi restaurants and other services, he published a book entitled "Service as 'Struggle' - A Study of Customer Interaction." He then furthered his consideration of cultural design with his book "Organization and Community Design" (Yamauchi, Hiramoto, Sugiman). Watch his TEDx talk and more recent interview on Service Design.
Yutaka currently teaches ethnography to MBA students as a method to understand, improve and design services. He is also active in Kyoto University Design School, where he teaches organization and community design as well as design ethnography.
Contact:
GIPA, Training and Consulting Center
595592301
training@gipa.ge
