Welcome to Leadership Advancement Program Sponsored by SMPS In partnership with Office of Execu#ve Educa#on Programs and The Center for Excellence in Service (CES) Robert H. Smith School of Business University of Maryland October 15-­‐16 and N ovember 12-­‐13, 2015 What is the CES? •  A network of university faculty from around the world •  Our mission is: –  To create and disseminate new knowledge –  To educate the next generaIon of leaders –  To help businesses succeed by –  Improving service quality –  Enhancing service producIvity –  Fostering service innovaIon The CES Team Roland Rust ExecuIve Director Sunil Mithas Research Director Janet Wagner Director P.K. Kannan DisInguished Research Fellow CES AcIviIes •  Research –  Sponsor annual FronIers in Service Conference –  Sponsor the Journal of Service Research •  EducaIon –  Undergraduate and MBA courses in Service MarkeIng –  ExecuIve educaIon programs in professional service •  Outreach –  Customer service training –  Speaking engagements SMPS University Leadership Advancement Program October 15-­‐16, and November 12-­‐13, 2015 The Service-­‐Profit Chain Mike Faulkender Financial Management Janet Wagner Service Market Strategy Joydeep Srivastava Smart Survey Research Employee RetenIon Internal Service Quality Employee SaIsfacIon Neta Moye Leadership Revenue Growth Client’s Perceived Value Employee ProducIvity Client SaIsfacIon Client Loyalty Profitability P.K. Kannan Gaurav Bhalla Service Innova#on Customer-­‐Centric Marke#ng PART 1: October 15-­‐16 2511 Van Munching Hall Smith School of Business University of Maryland College Park, MD 20740 EssenIals of Service MarkeIng Strategy Faculty Thought Leader Janet Wagner Associate Professor of MarkeIng Director, Center for Excellence in Service Course Content •  What makes markeIng a professional service different? •  What are the challenges faced by professional service marketers? •  What strategies and tacIcs are available to managers to address those challenges? service •  How can professional providers improve client saIsfacIon with their service processes? Smart Thinking about Survey Research Faculty Thought Leader Course Content •  How to acquire data that reflects the “voice” of clients. •  How to use those data to make strategic decisions Joydeep S rivastava Ralph J. Tyser Professor of MarkeIng •  How to coordinate your clients’ voice with your firm’s voice. •  What research techniques should you use to capture the i nformaIon you need? Financial Acumen for Service MarkeIng Professionals Faculty Thought Leader Course Content •  How do strategic decisions affect a firm’s financial performance? Mike Faulkender Associate Professor of Finance Director, M.S. Program in Finance •  What financial metrics drive A/E/C service firms? •  What is the role of markeIng and business development in achieving financial goals? •  What are the best techniques for evaluaIng projects? Thursday Night Dinner Professional Services MarkeIng Leader Tim Klabunde Director of MarkeIng Timmons Group October 17 – November 11, 2015 Break between Sessions Team-­‐based AcIon Learning Projects (ALPs) PART 2: November 12-­‐13 Robert H. Smith School of Business Ronald Reagan Building 1300 Pennsylvania Avenue Washington, D.C. 20002 Thursday, November 12 9:00 – 10:30 a.m. Teams Present AcIon Learning Projects Developing and Improving Professional Services Faculty Thought Leader Course Content •  What techniques are available for managing a porkolio of service “products” across the life cycle? •  How can the stage gate model be used to generate and evaluate new service opportuniIes? P.K. Kannan Chair of MarkeIng Ralph Tyser Professor of MarkeIng Science •  What is the best way to measure and analyze client preferences for new services? Customer Centric MarkeIng Faculty Thought Leader Course Content •  What is the service innovaIon process? •  How does design thinking drive innovaIon in firms? •  Understanding what your clients really want Gaurav Bhalla President, Knowledge KineIcs Adjunct Professor ExecuIve Fellow, CES •  How to analyze the trade-­‐offs your clients make in choosing a professional service provider Leading a Professional Service Firm Faculty Thought Leader Course Content •  How does leading differ from managing? •  How to build your leadership skill set Neta Moye Clinical Professor of Management Director, SmithX ExperienIal Learning •  What kind of leadership does your firm need? •  Defining your leadership style and matching it to different organizaIonal cultures •  Building your personal reputaIon, presence and network to lead effecIvely Friday Luncheon Speaker Professional Services MarkeIng Leader Virginia SerIch Director of PracIce Area MarkeIng Gensler Thursday, November 12 Dinner in D.C. Sponsored by SMPS Cer#ficates will be awarded! The Robert H. Smith School of Business Thank you Gary Cohen Dean Office of ExecuIve Programs gcohen@rhsmith.umd.edu 301.405.7628 Janet Wagner Academic Director SMPS University 3463 Van Munching Hall jwagner@rhsmith.umd.edu 301-­‐405-­‐2126