The course provides a practical overview of service management and helps learners understand how to design, manage, and improve service quality and customer experience in modern organisations, with attention to the role of technology and AI.

Syllabus

Learning Outcomes

After completing the course, you will be able to:

Understand the foundations of service business by recognizing the differences between products and services, becoming familiar with Service-Dominant Logic and the IHIP framework, and exploring how service design thinking and blueprinting support customer-centric service development.
Gain an overview of service quality by becoming familiar with the GAP model and SERVQUAL dimensions, understanding how CES and CSAT measure customer experience, and recognizing how service blueprinting can reveal quality gaps.
Understand the principles of service recovery by recognizing different customer complaint behaviors, becoming familiar with the LEARN framework, and exploring how Voice of Customer approaches support systematic improvement
Gain awareness of how technology is reshaping services by exploring AI applications in service delivery and design, becoming familiar with platform ecosystems and emerging service business models, and recognizing key ethical considerations in human-AI service interactions.

Content and Schedule

The course introduces the core principles of service management, covering service business fundamentals, service quality, customer experience, service recovery, and the role of technology and AI in modern services. You will gain practical insights into how services are designed, delivered, and improved, and how organisations can systematically manage service performance and customer relationships.

The course is fully online and self‑paced, requiring approximately 14 hours to complete over 90 days.

Modules

Module 1: Understanding the Foundations of Service Business
Module 2: Measuring and Managing Service Quality
Module 3: Turning Service Failures into Loyalty Opportunities
Module 4: How AI, Platforms, and New Models Are Reshaping Services

For Whom?

The course is designed for professionals who work with services, customers, or service development and want to build a solid foundation in service management. It is relevant for those working in customer service, service design, operations, quality management, business development, or leadership roles where services and customer experience play a central role.

The course also suits professionals involved in developing, improving, or digitalising services, as well as those interested in understanding how technology and AI are influencing service delivery and service business models. No prior academic background in service management is required.