Transforming Customer Experience: Strategies for Service Industry

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Course Dates



Course Duration


2 months, online
4-6 hours per week

Course Fee

Free 3-Months Access to Emeritus Insights

This programme features 3 months of free Premium Access to Emeritus Insights—a mobile app with 5,000+ bite-sized, business-focused videos to help you meet your daily learning goals on the go.

Apply today and avail tuition assistance of USD 100.
Use code NUS100TA while applying.

Special pricing for academicians | Connect with your programme advisor for details

WhatsApp an Advisor on +65 8014 3066
Have questions? Our Advisor will assist you promptly.

What will this Programme do for you?

Here are some of the specific challenges that you will be able to address better after completing this programme:

  • Discover service delivery trends, opportunities and challenges
  • Develop value proposition and positioning to stand out in the competitive marketplace
  • Learn how technology is used to deliver service excellence
  • Identify strategies for delivering service excellence cost-efficiently
  • Apply frameworks and strategies to identify, manage and maintain customers through service delivery and excellence

Programme Highlights

56 Video Lectures

56 Video Lectures

25+ Industry Examples

25+ Industry Examples

8 Discussion Boards

8 Discussion Boards

8 Weekly Office Hour Sessions

8 Weekly Office Hour Sessions

7 Assignments

7 Assignments

5 Case Studies

5 Case Studies

Programme Modules

  • Explore the challenges of scaling successful service brands and businesses, macro trends in modern service economies, solutions that make service the core value proposition of a business, and how to analyse activities in the business that help capture value in the service economy.

  • Examine how technology is used to deliver service, the impact of platform business models in service delivery, issues and challenges faced by platform ecosystems, and how to analyse the competitive advantages and disadvantages of platform businesses.

  • Gain a deeper understanding of the profit of businesses from long-term customer loyalty, the distinction between customer satisfaction and loyalty, implications of customer tiering/segmenting on the acquisition and retention of customers, and strategies for maintaining customer loyalty.

  • Learn how to use customer service strategies to put a positive spin on customer complaints, leverage customer feedback to drive organisational learning, illustrate a proactive and cost-effective service recovery approach, what to consider when designing customer feedback systems, and how service recovery can be used to drive business objectives.

  • Explore the dimensions of service quality that affect customer loyalty, how the Gaps Model is used to explain service quality shortfalls, the right level of investment in delivering service quality, why service process redesign is important, tools to redesign service processes, the impact of process redesign on customers and staff, and the nine steps in redesigning the customer service process.

  • Build your knowledge of the three pathways towards cost-effective service excellence, the dual culture/dual focus pathway in delivering cost-effective service excellence, the focused service factory pathway in delivering cost-effective service excellence, and the operations management strategy pathway in delivering cost-effective service excellence.

  • Discover how to drive improvements using strategies and frameworks on Transforming Customer Experience: Strategies for Service Industry and how to identify strategies for improving service delivery and the potential pitfalls.

Industry Examples

Through real-world examples from multiple industries, you'll see how the theories are put into practice.



Understand how one of the founders of Starbucks was able to come up with an idea that serves as the cafe’s value proposition.



Identify how Rolls-Royce utilized engineering excellence and service solutions to become a competitive global manufacturer.

ANZ Bank

ANZ Bank

Get a glimpse of Jamie, a virtual agent of the ANZ bank who has served thousands of customers since it was launched.

Singapore Airlines

Singapore Airlines

Learn some of the strategies used by Singapore Airlines to create customer loyalty.



Understand how Google mastered self-service technologies to maintain its low operational headcount.



Learn the different ways to have a better bargaining position in the value chain and the different areas where value can be extracted.

Other companies that are included as examples or as use cases in the programme include BMW, Tesla, Raffles Hotel, Wise, Four Seasons Hotel, Changi Airport - Singapore, Lux Hotels & resorts, Zappos etc.

Note: All brand, product and company names are trademarks™ or registered® trademarks of their respective holders. Use of them does not imply any affiliation with, endorsement by, or association of any kind between them and programme owners.

About NUS Business School

For more than 50 years, NUS Business School has offered a rigorous, relevant and rewarding business education to outstanding students from across the world.

Founded in the same year that Singapore gained independence, NUS Business School stands today among the world’s leading business schools. It is distinctive for offering the best of global business knowledge with deep Asian insights, preparing students to lead Asian businesses to international success and to help global businesses succeed in Asia.


NUS (Asia) 2022

QS World University Rankings



Financial Times Global Rankings 2021

Programme Faculty

Jochen Wirtz, Ph.D.

Professor of Marketing and Vice Dean of MBA Programmes

In addition to serving as Professor of Marketing at the National University of Singapore, Professor Wirtz is also an International Fellow of the Service Research Center at Karlstad University in Sweden and an Academic Scholar at the Cornell Institute for Healthy Futures at Cornell University in New York. He was the founding director of the dual degree UCLA – NUS Executive MBA Programme (ranked 4th globally in the Financial Times EMBA 2015 Ranking and 3rd in the EIU 2015 Ranking) from 2002 to 2014... More info

Why Enrol for the Programme?

In today’s service and knowledge-based economies, businesses must constantly find new ways to stand out. In this competitive marketplace, applying a customer-centric approach to managing, and delivering service excellence is critical. However, this effort requires more than relying on customer feedback to showcase your service offerings. It demands the creation of high-quality operations within a high-trust environment, leading to motivated employees who provide exceptional customer service.

In the Transforming Customer Experience: Strategies for Service Industry programme—offered by NUS Business School—you can gain the competencies you need to become a customer-focused business leader capable of delivering more value for your organisation, employees and customers.


of customers are likely to make repeat purchases with companies who offer excellent customer service.



have a more favorable view of brands that offer proactive customer service notifications.



of enterprises and professionals say the value of customer satisfaction is fully defined and tracked.


Who is this Programme for?

The programme is designed for professionals from any academic background preferably with 8+ years of work experience.

The programme is applicable across all industries—particularly IT Products and Services, Banking and Financial Services, Staffing and Recruiting, Education and Consulting—and benefits those serving in Technological Management, General Management, Operations, Consulting functions and beyond.

This programme is especially helpful for professionals aspiring to:

  • Improve operational efficiency and transform customer experience through digital technology
  • Develop disruptive business models with a service-centred approach
  • Enhance customer engagement and boost conversion rate through integrated marketing automation
  • Leverage customer and employee experiences to achieve business goals
  • Apply best practices for service delivery across industries and enterprises

Past participants of Emeritus work at

Past participants of Emeritus work at Note: *All product and company names are trademarks or registered trademarks of their respective holders. Use of them does not imply any affiliation with or endorsement by them.

Programme Testimonials

I would like to thank you for your time and provided materials, as well as thoughtful case studies that helped to apply what I have learned to practical cases. This programme has really given me a new perspective on the development of customer service and has opened up new details with excellent and versatile examples. I am sure that this knowledge will be very useful for me in developing the right strategy in my organisation. I have found it incredibly useful that I have taken this programme and now I would be able to avoid some of the wrongdoings. Thanks to this programme!

— Victoria Serebrianaia, Head of Customer Service, Group-IB

The training and trainer were AWESOME! Priyank was so innovative, informative and instructive - linking our minds to ideas, possibilities. A couple of key points I learnt - Educate frontline employees first to give a better understanding on what service excellence really means to our customers. Focus on stuff that shows teams are actually changing things like ideas generated and implemented- real transformation! Thank you very much Mr. Jochen Wirtz and Andrea Stone!

— Rajini Srinivasan, Chief Product Owner, Standard Chartered

Seeking Employer Assistance

When you make the decision to further your professional development, you are not only making a commitment to your own career advancement, but to the success of your organisation. And because you’ll be enhancing the skills and knowledge you will use to impact the way you do business, asking your employer to help fund your continuing education is a smart move.

Receiving financial assistance from an employer is more common than you may think, but it can feel rather intimidating. To help, here are some simple steps you can follow to make the request:

Do Your Research
Prior to asking for financial assistance, you need to make sure you can justify your programme of choice and how it will enhance your work performance.

Showcase Tangible Benefits
Get specific—discuss with your employer how your newly gained expertise will directly improve a process, service, strategy or any other aspect of your organisation that needs improving.

Start the Conversation
Don’t wait for your employer to broach the subject and present you with potential professional development opportunities. Once you’ve finished your research, send your employer an email to set up a meeting to discuss the programme you have in mind.



Upon successful completion of the Programme, participants will be awarded a verified digital certificate by NUS Business School.

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Early registrations are encouraged. Seats fill up quickly!