New IP being launched from India to help Cos

Bangalore, Aug 8: Innovative Media and CustomerLab Solutions, partners to some of the world's leading management gurus, are launching a new practice combining two revolutionary management tools of SERVQUAL/GAPS and BSC/SFO to assist companies achieve service excellence and reap breakthrough profits.

This is a new intellectual property of CustomerLab and is being launched worldwide from India this year. In this connection they are launching a one-day seminar on Executing Service Excellence for Breakthrough Results in Mumbai on August 14, 2007.

The SERVQUAL/GAPS model is the only tool in the world, invented by three professors in the US (Dr Parsu Parasuraman, Leanard Berry and Valarie Zeithaml), that captures quantitatively an intangible like service quality of a firm along with the internal problems leading to this quality or lack of it. This tool has revolutionized the way companies measure their offerings in services space. Balanced Scorecard and Strategy Focused Organisation (BSC/SFO) tool is one of the most effective management tools of this Century, according to Harvard Business Review. Conceptualised by Drs Robert Kaplan and David Norton of Harvard, this tool is being used by more than 80% of Fortune 1000 companies and many others including SMEs across the world to execute strategy.

Since nine out of ten companies fail not because of poor strategy, but poor execution, this tool has been a god-send for many companies in keeping focused on their strategy and achieve great performance quarter after quarter. In India, many companies have been using the services of CustomerLab for building strategy focused organizations and also for measuring service quality. In their commitment to drive Indian companies go global and achieve excellence, this is yet another major initiative by CustomerLab. There is a joint initiative with CII termed CII-CustomerLab India Scorecard Initiative to assist SMEs execute strategy.

"We realized the need for a combination practice while working with some of the leading service companies in helping them leapfrog to bigger things. Hence we thought of speaking to Parsu for building a service excellence strategy using his tools and combine that with our expertise in BSC/SFO having partnered Kaplan and Norton's BSCol for India," explained Dr Muhamed Muneer, the CEO and MD of CustomerLab Solutions and the CEO of Innovative Media, the leaders in guru seminars in the region.

Dr. Parasuraman, James W. McLamore Professor of Marketing at the University of Miami and inventor of SERVQUAL and GAPS models will be leading the one-day session, titled 'Executing Service Excellence for Breakthrough Results' on August 14, 2007 at Taj President Mumbai. He will offer important managerial insights for dealing effectively with the challenges of delivering superior service and achieving excellence in an increasingly technology-dominated business environment. He will cover brand new topics such as e-Servqual, techno ready segmentation, etc and present how a marketing excellence strategy could be formulated.

Other speakers for the seminar will cover new concepts such as customer scorecards, service excellence strategy maps, executive strategy manager, etc. Speakers include experts from India and the US with a live demo from Boston, USA.

Dr. Parsu Parasuraman is an active consultant and has conducted dozens of executive seminars on service quality, customer satisfaction and the role of technology in service delivery in many countries. His tools have been used by many companies in the Fortune 1000 list and many of the IT majors. Considered by many as the most outstanding professional and teacher from this continent, he was chosen as one of the top 30 marketing gurus in the world by UK's Chartered Institute of Marketing.

Dr. Parasuraman will provide an overview of the GAPS MODEL, a framework for diagnosing service quality problems, and SERVQUAL, a methodology for measuring service quality. The seminar will draw upon and discuss key findings from several cutting edge research studies conducted by Parasuraman, Kaplan, Norton and CustomerLab, the partners to BSCol in India. He will then discuss findings and implications from his current work on e-service quality and the role of technology in delivering services.

This intensive one-day event is expected to be attended by CEOs, Presidents, VPs, GMs, Service Heads, HR heads, Marketing executives and Brand managers from all types of industries like banking, manufacturing, automobiles, mutual funds, telecom, tourism and hospitality, travel, airlines, etc. This is the first event in the world that will combine ServQual and Balanced Scorecard for practical and measurable results.

Companies are encouraged to take this opportunity to fine tune their service strategy and execution capability. The tools presented will be helpful even for internal service delivery between employees and departments. In this era of strong rupee and heavy competition, IT/ITES companies may find ways to increase profitability from such a strategy. Already Infosys, BPCL, eFunds, DHL, Cargo Services, LIC and many other companies have registered their delegates in groups to reap rich benefits.

Contact [email protected] for further details.

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