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Change Management for Service Excellence (19BBA40053)

General information

Type:

OP

Curs:

3

Period:

S semester

ECTS Credits:

4 ECTS

Teaching Staff:

Group Teacher Department Language
Ed: 1 Joan Noguera Ustrell Dirección de Personas y Organización ENG
Ed: 1 Rajaram Govindarajan Kamatchi Operaciones, Innovación y Data Sciences ENG

Group Teacher Department Language
Ed: 2 Joan Noguera Ustrell Dirección de Personas y Organización ENG
Ed: 2 Rajaram Govindarajan Kamatchi Operaciones, Innovación y Data Sciences ENG

Workload distribution

30 hours in-class work
35 hours out-class work

COURSE CONTRIBUTION TO PROGRAM

Services are assuming crucial importance in both the development of traditional industries (Banking, Insurance, Professional Services, Energy, Health, Tourism, etc.) and as a differentiating factor in industrial companies, particularly in the context of e-services provided through the Internet. In this context, excellence in service management is vital to achieving business success.

This course provides two main benefits:

- A process-based view of how people, groups and organizations learn in a variety of organizational change situations
- A number of tools and approaches that companies can use during the change process towards service excellence


Our experience in a number of companies with outstanding services (e.g. Ritz-Carlton, IBM, Siebel, Sears & Hewlett Packard/Compaq) reveals that proper management of change is essential for achieving excellence. In addition, a good knowledge of basic concepts and models helps smoothing the path to service excellence. Such tools include: Process Management; EFQM (European Foundation for Quality Management) model; CRM (Customer Relationship Management); and PMS (Performance Measurement Systems). All of these tools will be presented and developed in the course, based on a common denominator: management for organizational change.

Course Learning Objectives

After completing this course, students will:

- Be familiar with the main change management models and their applicability and implications for leading change initiatives.
- Be able to analyze the factors for and against an intended change and, based on this, craft and lead a suitable change strategy.
- Know the concepts, methodology and tools necessary to successfully design and implement continual improvement projects.
- Be able to use the Process Management and Performance Measurement Systems as basic elements to achieve business excellence.
- Have developed their communication and team working skills.

CONTENT

1. Individual Change: How Do People Change?

2. Group and Organizational Change: The Dynamics of Change in Groups and Organizations

3. Change Management Models

4. Resistance to Change: Its Meaning, Dynamics and Treatment

5. Leadership and Change Management Competencies

6. Quality Assessment and Measurement: models and tools.

7. Quality Models: ISO 9000 and European Model of Business Excellence.

8. Processes, Business Process Management and process innovation.

9. Performance measurement systems

10. Service Recovery and Complains Handling.

11. Customer Relationship Management, CRM.

Relation between Activities and Contents

1 2 3 4 5 6 7 8 9 10 11
Participation in class                      
Assignments and Case Studies Reports                      
Group Projects                      

Methodology


The methodological approach is designed to foster active learning and ensure that students correctly apply the concepts and techniques taught on the course. Case studies will be discussed during sessions. Faculty will play a facilitating role during these discussions. The first two sessions will be taught in English and, after these, in some of the sessions a two-way English-Spanish open communication will be encouraged. Students will be required to carry out assignments and two group projects built upon teamwork, the sharing of experience and presentation skills. Teachers will maintain constant liaison, whether over the Internet or through face-to-face meetings.

ASSESSMENT

ASSESSMENT BREAKDOWN

Description %
Participation in class 20
Assignments and Case Studies Reports 30
Group Projects 50

Assessment criteria

- Participation in class (20%). The student may show fulfillment of this component through:
a) Attendance.
b) Preparation and discussion of course cases.
c) Required participation during the course.

- Assignments and case study reports (30%). Fulfillment of this component is ensured through:
a) Analyses of course case studies.
b) Submission of essays on selected readings.

- Group projects (50%). Fulfillment of this component requires:
a) Group projects oral presentations.

Bibliography

CAMERON, E. & GREEN, M. (2011). Making Sense of Change Management. London: Kogan Page.

KAPLAN y NORTON(2001): Cómo utilizar el Cuadro de Mando Integral para implantar su estrategia. Gestión 2000, Barcelona.

HERMEL, Ph., RAMIS-PUJOL, J. (2003), An evolution of excellence: some main trends, The TQM Magazine, Vol.15, N.4, pp. 230-243

STEWART, Thomas. (2002) The Wealth of knowledge. London: Nicholas Brealey Publishing.

SWIFT, RONALD S.(2001): Accelerating Customer Relationships. Prentice Hall.

ZEITHAML, V. A., PARASURAMAN A. and BERRY, L. L. (1993): Calidad Total en la Gestión de Servicios. Madrid: Ediciones Díaz de Santos, S.A.

LEE, DICK (2000): The Customer relationship Management Planning Guide. HYM Press.

NEELY, A. D. (1999), The performance measurement revolution: why now and what next?, International Journal of Operations and Production Management, Vol. 19, No. 2, pp. 205 ? 228.

VAVRA, T. G. (1997): Improving your measurement of customer satisfaction: a guide to creating, conducting, analysing, and reporting customer satisfaction measurement programs. ASQC Quality Press Milwaukee (Wisconsin).

ZEITHAML, VALERIE A., PARASURAMAN A. and BERRY, LEONARD L. (1993): Calidad Total en la Gestión de Servicios. Madrid: Ediciones Díaz de Santos, S.A.

Timetable and sections

Group Teacher Department
Ed: 1 Joan Noguera Ustrell Dirección de Personas y Organización
Ed: 1 Rajaram Govindarajan Kamatchi Operaciones, Innovación y Data Sciences

Timetable Ed: 1

Group Teacher Department
Ed: 2 Joan Noguera Ustrell Dirección de Personas y Organización
Ed: 2 Rajaram Govindarajan Kamatchi Operaciones, Innovación y Data Sciences

Timetable Ed: 2