Service Leadership

Learn the science of service—the psychology that drives great experiences for customers and employees.

What you will learn

Course overview

This course teaches the science of service. Learn how psychology, behaviour and systems shape customer and employee experiences. You will learn how to deliver consistent service, build customer loyalty and develop a service-driven culture.

After completing a final quiz, you will receive a Certificate of Completion from the University of Victoria’s Gustavson School of Business.

Learning outcomes

By the end of this course, you will be able to:

• use the 3Rs (Reliable, Responsive, Relationships) to improve service quality
• identify key moments that influence customer perception and behaviour
• use behavioural science principles to improve service interactions
• build a customer experience strategy
• create systems that support consistent service
• coach individuals and teams to improve service performance

Course content

Choose from different modules to build your service leadership skills. 

Level 1: Ace the 3Rs

Cost: $65 (plus tax)
Length: 1 hour

The first level shares the foundation of great service. It also includes a copy of Mark Colgate’s accompanying book: The Science of Service: The Proven Formula to Drive Customer Loyalty and Stand Out from the Crowd.

You will learn:

• service quality, in the eyes of the customer, can be summarized in the 3Rs: 
  • be reliable
  • be responsive
  • build relationships
• recommendations are driven by great service, not good service
• TOFU (Taking Ownership and Following Up) is the most important discipline in service

Level 2: Moments of power

Cost: $155 (plus tax)
Length: 4 hours

The second level identifies 4 moments of power that make a difference from the customer’s (and colleague’s) point of view.

Each moment of power summarizes findings in social psychology, behavioural science, psychology, neuroscience as well as business and applies them to service interactions.

You will learn:

• to recognize these moments of power
• how to apply them to consistently deliver on the 3Rs

The 4 Moments of Power 

Key takeaways:

• “context” is shaped by culture, our biases and mindsets
• why expertise is so important and how to build expertise proactively
• how to build professional relationships through great conversations, “going first” and having the right mindset with every customer
• how to make problem handling more effective and increase customer loyalty

Level 3a: Develop a service strategy

Cost: $179 (plus tax)

The third level of service leadership is for managers. The goal is create systems that deliver great customer experiences consistently.

You will learn to develop your service strategy in 3 steps:

1. diagnose – do a SWOT of your current customer experience
2. choose your customer experience strategy
3. execute
   • create a road map to roll out execution
   • share the 3Rs with your team

Level 3b: Make service your advantage

Cost: $71 (plus tax)

The goal is to build the systems that allow you to execute the strategy. Systems will include operational processes, HR practices and processes, including team and individual scorecards. At the end of this step, you will have prepared the ground for a customer-centric service culture.

You will learn how to:

• customize the implementation road map
• build your service system
• enhance your customer-centric culture

Level 3c: Coaching for better performance

Cost: $179 (plus tax) 

If you have a coach or if you coach someone, that is a great start. Key to success will be to build a system or program around coaching to create a coaching culture.

By embedding coaching, you will create the communication lines and feedback loops that are needed to tie together your service strategy and individual contributions. If consistently done across the organization, you will create a more flexible organization built on a growth mindset and elevate service.

Who should attend

This course is a good fit for:

• frontline employees and professionals who interact directly with customers or internal stakeholders
• team leads and supervisors responsible for service quality and day‑to‑day performance
• managers building consistent, customer‑centric service practices across teams
• business owners and leaders seeking to differentiate through superior service
• HR, operations and service managers shaping culture, coaching and performance systems
• professionals involved in customer experience, service design or relationship management

Cancellations

Refunds can be provided for program cancellations if received prior to the program being initiated. No refunds will be provided after program start. 

Instructor

Mark Colgate

Mark Colgate

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