Module 1: Service Marketing Strategy*
Marketing is the most important function of a professional services firm, because it creates and maintains client relationships. Best practices for driving client satisfaction, trust, and loyalty will be presented. At the end of this module, you will be able to:
• Create and present a service blueprint
• Use service blueprints to improve business development processes
Module 2: Smart Thinking about Survey Research*
Survey research is “stock-in-trade” for professional services firms that track client satisfaction and loyalty. This module will focus on how to acquire timely, relevant “voice-of-the-client” data through surveys. At the end of this module, you will be able to:
• Design scientifically sound client surveys to yield strategically useful information
• Write and organize meaningful research questions
• Pilot test to reduce bias in survey questions
Module 3: Financial Management Fundamentals*
You aspire to a strategic leadership position in your organization—and that means you have to understand its financial goals and be ready to share your thoughts on how best they may be achieved. At the end of this module, you will be able to:
• Use metrics to gauge progress toward the organization’s goals
• Measure the ROI of marketing investments
• Understand the implications of day-to-day decisions on achieving strategic and financial goals
Module 4: What Are Your Customers Worth?*
You know what your customers have spent with you, and you know what you’d like them to spend in the future. But what is the cost of maintaining your customers? At the end of this module, you will be able to:
• Calculate a client’s lifetime value to improve profit
• Use a Customer Lifetime Value Analysis to target and reward profitable or valuable customers
• Apply this strategic approach to measure marketing effort
Module 5: Service Innovation*
Professional services firms depend on new services to grow and maintain the profitability of their businesses. What are the best practices for managing service “products” as they move through the life cycle? At the end of this module, you will be able to:
• Evaluate the strengths and weaknesses of a service portfolio
• Manage a service product through its life cycle
• Use a service blueprint to plan new services and identify weaknesses in existing services
Module 6: Customer-Centric Marketing*
This module will outline the process of innovation and examine how design thinking helps drive innovation within firms. At the end of this module, you will be able to:
• Evaluate and understand what your customers really want
• Analyze the trade-offs customers face when choosing among different services in the marketplace
Module 7: What Makes a Leader?*
How is leadership different from management? What kind of leadership is called for in your workplace? At the end of this module, you will be able to:
• Define your own leadership style
• Calibrate your style to match different cultures and challenges
Module 8: Leading Without Authority*
Learn why it isn’t necessary to have a big hat, a big title, or a big army to lead effectively. At the end of this module, you will be able to:
• Build your own reputation, presence, and network
• Leverage your authentic leadership style to make a real difference where you work
*Modules are subject to change or adjustment.
For More Information
Contact Dan Reilly, SMPS Headquarters, at 1.800.292.7677 or 1.703.549.6117, x223, or dan@smps.org.
