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Customer Focus For Service Excellence - For the Competitive Edge


We are pleased to invite you to our 61st session of NASSCOM Product Forum at Chennai.

“Customer Focus”, “Customer First” or “Customer is the King”, are terms widely understood, acknowledged, accepted yet rarely implemented in companies.

Design and Implement the Customer Experience which will turn your one time buyer into a customer for life, has now become the compelling focus across sectors and organizations. In the service sector, “Customer Experience” has always been the differentiating platform due to the absence of any tangible product that the customer purchases. In the face of globalization, increased competition and the increasing absence of product differentiators; companies in service sector and a select few in the manufacturing sector have started to revisit customer service and leverage it to acquire a formidable position within the industry.

Companies, where “Customer Service Excellence” is a component of the core strategy, will find that this program will equip the participants with the understanding and knowledge of processes, that will enable them focus on customers to deliver superior value to their customers through a superior engagement.

We look forward to your valuable participation.

15:00 hrs - 15:30 hrs

15:30 hrs – 15:35 hrs
Welcome Address by NASSCOM

15:35 hrs – 15:45 hrs
Quick Introduction by the participants

15:45 hrs - 17:00 hrs
Session by Dr. T N Swaminathan, Professor of Marketing and Director, Branding, PR & Alumni Relations, Great Lakes Institute of Management

Program Contents

  • Build Customer Focus – Case study
  • Treat your Customers the Right Way
  • Define your "Moment of Truth"
  • Complaints are Opportunities
  • Customer Life Time value
  • Manage Demanding Customers
  • Know your customer
  • Handling Irate Customer
  • Golden Rules
  • 10 ways to increase customer Loyalty

17:00 hrs - 17:30 hrs
Q & A

17:30hrs - 18:00 hrs
Vote of thanks followed by Networking Hi - Tea

Dr. T N Swaminathan

T. N. Swaminathan is currently Professor of Marketing and Director, Branding, PR & Alumni Relations at Great Lakes Institute of Management Chennai. His career has spanned close to 40 years both in Industry & Academics. He worked for close to 33 years in companies like HLL, Wipro, Shaw Wallace, Dynavision, Geoffrey Manners, Dabur and Tate & Lyle North America. His experience is rich a blend of in-depth urban, rural and international marketing, sales and distribution, turnaround and heading SBUs.

A Microbiologist turned MBA (IIM-Calcutta), he has cross functional experience arising out of a strong R&D, Systems, Sales & Marketing and a Strategic thinking background in MNCs & Indian organizations of repute. Prior to moving in to Chennai in 2004, he was the CEO (Vice President & Business Head) of Tate & Lyle North America’s J V in India before moving on to an international B2B assignment with Tate & Lyle North America. He continued till 2006 as a retainer to Tate & Lyle North America to advise on South & South East Asia.

Prof. Swaminathan has been teaching since 1992 - Marketing, Sales & Strategic Management courses & MDPs as Visiting / Guest Faculty at IIMC, IIMB, KC Institute of Management-Mumbai, IMT-Ghaziabad, IMI- Delhi, Fore school Delhi, IIPM-Chennai, BIM-Trichy, ITM-Chennai etc. He was Head - External Relations & Adjunct Professor at IFMR-Chennai before moving to Great Lakes in 2008 as Director-External Relations & Professor of Marketing.

Prof. Swaminathan’s co-authored case study ‘Call taxi service on the Fast Track’ was published in 2010 in the IMT Case Journal. Another case study, ‘Jade Magnet - Growing a Creative Crowd-sourcing Enterprise’, has been selected by the ISB-Ivey Global case competition 2012 for publication in the Ivey Richard Case collection through HBR. His latest case study ‘Aachi – Spicing up a Growth Trajectory’ is awaiting publication. Besides, his articles have been published in IMT casebook, ET, Metropolis, Paradigm etc., and he has reviewed text books for Pearson Prentice Hall & Vijay Nicole. His areas of interest are: Brand Marketing, Strategic Marketing, Services Marketing, CRM & Retailing, Turning Around Companies.