Embracing the Global Service Revolution
In today's interconnected world, the landscape of customer service is undergoing a rapid transformation. From local businesses to global corporations, organizations recognize exceptional service's pivotal role in driving customer experience, loyalty, and competitive advantage.
Consider McDonald’s: today, its service processes appear simple and easy, but this wasn’t always the case. The evolution of McDonald’s reflects how time and culture influence service development, with societal changes like the civil rights movement playing a significant role. Initially, young people found it challenging to visit McDonald’s, but over time, it became a symbol of their generation’s struggle and a valuable emblem of independence and self-expression. Similarly, Starbucks has become a cultural icon for several generations. In Georgia, we now have distinct examples of unique service design. To create such impactful services, we must first understand the historical context and the anxieties people face, including local norms, traditions, and realities. By critiquing Starbucks’ service culture, we can gain insights into designing and refining our own services, ensuring they resonate deeply with customers and create higher value.
As a country renowned for its warm hospitality, Georgia is recently renewing its perspective on the evolving industry of customer service. By comparing and contrasting the nuances of service design and delivery in different regions and sectors, we can gain valuable insights into the principles and practices that contribute to exceptional customer experiences.
This course will explore these principles, providing a framework for understanding and implementing effective service strategies in various contexts.
Some of the most inspiring questions that we will inquire during the course:
Program Focus
This course delves into the intricate world of service culture and management, exploring the dynamic interplay of behaviors, relationships, and environmental factors that shape customer experiences. We believe that a service-oriented culture is not merely a set of guidelines but a living entity that permeates every aspect of an organization's operations.
This course is designed for professionals in service management, team leaders, and individuals with experience in managing service processes and teams who are interested in enhancing their understanding and skills in innovative service design and customer experience. It is also ideal for those who view their service roles as part of a long-term career path rather than short-term employment.
Throughout the course, we will examine real-world service scenarios in different types of organizations, such as hospitality industries, public service institutions, banking companies, etc., and explore how different cultural patterns and organizational approaches can impact service quality. By understanding these factors, participants will be equipped to design and implement effective service strategies and guidelines that foster customer loyalty.
Key Topics:
Learning Experience
Through interactive lectures, guided workshops, case studies, and coaching sessions, you will gain a deep understanding of service management principles and the ways for practical application. You will have the opportunity to:
Join us on this journey to become a skilled and effective service leader, equipped to navigate the challenges and opportunities of the global service revolution.
Learning Objectives
Upon completion of this course, participants will be able to:
Course content
Module 1: Foundations of Service Culture
Module 2: Service Design and Innovation
Module 3: Service Team Management
Module 4: Leadership in Service
Module 5: Global Trends and Future of Service
Module 6: Service Branding
Assessment Methods
To assess student learning and progress, the course will employ a variety of methods, including:
The specific weights of these assessment methods will be determined and communicated to students at the beginning of the course.
Duration of the course: 3 months. Lectures are held three times a week, on weekdays from 19:00 to 22:00 and on weekends from 10:00 to 17:00.
Teaching language: Georgian and English, the reading materials are mainly in English.
Upon successful completion of the program, participants will be awarded with the Service Management Certificate (SMC).
Certificates are graded and vary according to the participant’s achievements.
Prerequisites for receiving the certificate include: Receiving a minimum, positive grade in each module; Preparation and presentation of the final, individual project.
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 Show for the general idea.
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.
Paata Papava - is a Professional Development and Instruction specialist with 20 years of experience in training, curriculum design, and educational leadership. He holds the degree from the Tbilisi State University (Georgia), faculty of Philosophy and Sociology. He works as an associate professor at Caucasus University, Department of Education. Mr. Papava provided training and consultancy services to educational projects and institutions in Georgia, Mongolia, Kyrgyzstan, Azerbaijan, Tanzania, Oman, etc. He delivered BA, MA, and Doctoral courses in different subject areas, such as effective instruction, critical thinking, and educational psychology.
Since 1999 he coordinated teacher professional development and school improvement initiatives both locally and internationally. From 2011 to 2018 he was the Reading Improvement Director of the USAID/Georgia Primary Education Project and is now the Literacy Lead of the USAID Basic Education Project. Since 2016, Mr. Papava developed and delivered Training of Trainers modules for
Intellectual Property (IP) Academies in Georgia, Azerbaijan, and Ukraine, organized by the World Intellectual Property Organization (WIPO) and local IP offices. He coordinated development of primary school lesson plans on IP topics, supplemental readers and school newspaper articles on copyright and trademarks. Since April 2020 he is the Education Expert of the Creativity and Intellectual Property in Georgian Schools /EUGIPP project. Twice he served as a speaker and tutor of IP4Youth&Teachers seminars/courses. Mr. Papava coordinated development of the Training and Accreditation standards and procedures at the National Teacher Professional Development Center (TPDC). He co-authored ICT guidelines and conducted teacher training on using the internet in education. He also served as an expert and trainer of the Project for the Induction of Newly Qualified Teachers. He is the author/co-author of teacher manuals and journal articles, as well as the editor of the educational journals and newspapers.
Since 2017, Mr. Papava has been a managing partner of “Teamboat”, a company of trainers and team builders helping organizations in practicing collaborative and creative problem-solving approaches.
Nino Kobalia - Certified trainer-consultant in service delivery and management with +10 years of experience. She has experience in creating and delivering services to more than 100 organizations from the public and private sectors. She holds a master's degree in education management. At various times she worked in both state and local and international organizations. She has completed professional specialization in the UK, Germany and the Netherlands. During 5 years, she has conducted more than 2000 trainings in service delivery and management. Since 2021, she has been working as effective service provider to the public agencies outside the country. She is a visiting lecturer at several vocational schools focusing on service skill development. Nino holds the international qualifications of both trainer and master trainer.
Tsira Elisashvili - Expert in cultural heritage, Full professor, Head of Public Policy and Local Government Master Programs, PhD student. She has obtained the Public Administration Master Degree at GIPA. Since 2005 year, she is delivering the lectures in Cultural Heritage and Urban Policy. She is the head of Cultural Heritage Center of GIPA. She is actively involved in public activities.
Program cost: 2400 GEL
Payment schedule: payment is made in 2 installments
I instalment - 1800 GEL (paid at the beginning of the program)
II instalment - 600 GEL (paid during the first week of second month of study).
Discount System
The program includes individual discounts:
Corporate Discount:
In case of organization covering the personnel development costs, special discounts vary:
*One person is eligible to receive one type of discount per program.
Payment: The installments should be made on the organizational account. Personal ID number and name of the program should be included in the payment order.
Bank details:
Interested applicants should complete the registration form.
Registration Deadline: November 4, 2024.
Interviews with the selection committee will be conducted after October 24. Selected candidates will be notified via email or mobile.
Program start date: November 11, 2024
Criteria for Selection:
Zhana Antia
Head
Training and Consulting Center
Add: 2 Marie Brosset str., 0108, Tbilisi, Georgia
E-mail: zh.antia@gipa.ge
Mob: 595592301
