Bringing together service management and service marketing

The Académie du Service is embodied in men and women who are passionate and knowledgeable about service professions.

These professionals train their clients to embrace the service culture.

They rely on three convictions: the need to place the human factor at the heart of the debate, give purpose to these professions and apply the principle of attention symmetry...

Placing the human factor at the heart of the debate

Any service relationship is above all a human relationship. But the service professional is often alone in this respect, without the support of his manager, faced with a customer waiting for a rapid response.

This professional in direct contact with the customer is the company’s ambassador. The company must therefore focus all its energy on this professional: develop objectives and tools that provide a clear aim and coherence.

Understanding concepts such as aims, service and transformation all boil down to the question of the individual within the company: what is his position? What is his role?...

Giving purpose to the profession

All too often, workers are faced with the feeling of a loss of purpose in their profession: what's the point of my job? Am I there simply to achieve sales targets or to provide my customer with a useful service?...

Providing a service means adding value: this can only be done effectively if it is clearly understood what the goal is and what is the added value delivered to the customer.

Applying attention symmetry

To be effective, service strategies must apply attention symmetry: define management principles that mirror the customer’s positioning. This positioning means giving a meaning to each of the company’s functions: in the front or back office, at headquarters or in the network. In short: "service marketing means taking care of our teams so that they can take care of our customers" (Du management au marketing des services, Charles Ditandy and Benoît Meyronin - Edition Dunod, 2011).