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Service and brand building in the era of customer

First, the foreword

With the development of the world economy, the service economy has become the main trend of economic development。 China's service economy started late, but the government has begun to focus on guiding the direction of economic development, service economy has become a strategic focus, and the civil aviation transport industry has been placed in the main areas of national strategic breakthrough。 In this context, civil aviation services have become more and more attention, service and service innovation has become one of the major airports, airlines, the focus of the work is placed in a strategic height。

At the same time, the development trend of the global airport industry has gradually get rid of the "big" to win, and more emphasis on profitability and service quality. Service, commercial operation of the airport is the key to competition.

Domestic airport service construction gradually with international standards, ACI, Skytrax and other international standards have become the new focus of service. In February 2014, the famous international air service evaluation agencies Skytrax released the latest world airport service evaluation results, Shanghai Hongqiao Airport terminal T2 awarded the first "five star terminal, and Singapore Singapore Airport T2 terminal T3, South Korea, Inchon airport and Hongkong airport terminal T1, one of the 5 terminal of the world the highest level of passenger service. In addition, the BeiJing Capital Airport, Haikou Meilan Airport is Skytrax four-star airport, airport service quality ranks among the world.

Airport industry enterprises in the service competition has become increasingly prominent, the Internet, advanced technology, local cultural elements。。。。。。 How to make use of technology and culture to innovate, which aspects of the service innovation, which can be used for reference at home and abroad?。。。。。。

Continuous innovation service projects, more and more standardized, systematic service flow system, more and more service monitoring and evaluation standards。。。。。。 In the face of numerous objectives, tasks, we must sort out - what is the real purpose of service, service brand for whom the service? How to ensure that the correct direction of innovation, the results are significant?

Two, course object

30-40 person / period, mainly for the quality and safety of the Department, the Department of business management, as well as first-line service sector managers, engaged in service brand design, service management, service operations and other staff.

Three, course pricing

This training offer: 10000 yuan / half day

Four, the course is long

This course is a long time for a long time

Five, the specific curriculum (3 hours)

Module 1: airport service trends

(a) the future of air travel experience

Discussion on the change of service flow of terminal in the future

New service projects and products that may arise in the future

In the machine to replace the vast majority of simple standardized services, how to highlight the "people" of the service, the role and value of service personnel should be how to change?

(two) service and brand building benchmarking

Small test: I see the service brand

Case guidance: excellent airport and top five hundred enterprise service and customer experience management benchmarking

Industry trends: the development trend of airport industry management, service management and development trend

From ACI, Skytrax indicators to look at the service

The logic behind the international service evaluation index

ACI, Skytrax top 10 airports Benchmark Case

Out of indicators to look at the service - ranking VS experience

Module two: Theory and practice of airport industry service brand building

Service standardization to the quality, brand upgrade

Basic framework of service brand building

Build brand of "Star" service: how to build customer service "critical moment"?

Upgrade from the service flow system to the "customer experience" system

Service brand communication and maintenance: internal and external communication method and path

Establish service brand training and maintenance mechanism

Service brand monitoring and evaluation: service brand monitoring method and information management

Performance management and evaluation of service brand

(two) the culture and incentive system behind the brand service

Organizational characteristics of service enterprises: empowerment and motivation, organizational culture, management style......

Case sharing: the internal organizational characteristics of top five hundred enterprises

Case study: how to authorize the first team?