Building a Customer-Centric Culture in the Hospitality Industry
- Hospitality & Lifestyle
- Innovation & Business Improvement
This programme is conducted on-campus.
Monday (9am - 5pm)
Tuesday (9am - 6pm)
Who Should Attend
- Hospitality Business Owners
- Hospitality Managers and Supervisors
- Hospitality Senior Executives
- Hospitality Customer Success Team Leads
- Individuals interested in a Career in the Hospitality Industry
Overview
In the face of increased competition from Online Travel Agencies (OTAs), consolidation of hospitality brands, and the rise of online homestay businesses, customer loyalty is now imperative for continued success in the hospitality industry.
This programme is designed to empower hospitality businesses to cultivate a customer-centric culture and mindset among employees that prioritises the needs and expectations of their guests. Participants will be introduced to a unique framework for designing and building the foundations of a customer-centric culture.
Key elements of this framework include uncovering the company's customer-centric DNA, articulating meaningful values and customer vision across its business functions, and enabling team members to embody this culture in their daily interactions.
Learning Objectives
- Define the characteristics and benefits of a customer-centric culture and understand why this is a critical factor for success
- Understand the shift in customer expectations and decision-making, and change employee mindsets to deliver on this
- Learn and apply the Hospitality Customer-Centric Culture Transformation Blueprint. Decipher the higher purpose and create customer-centric values and desired behaviours
- Create CX vision statements for key business functions and align vision statements to the business purpose
- Implement the customer-centric culture by empowering, rewarding, and celebrating customer-centric employee behaviour, and track and optimise progress using metrics and KPIs
Assessment
CERTIFICATION
Participants are required to attain a minimum of 75% attendance and pass the associated assessment in order to receive a digital Certificate of Completion issued by Singapore Management University.
Calculate Programme Fee
Fee Table
| COMPANY-SPONSORED | |||
|
PARTICIPANT PROFILE |
SELF-SPONSORED |
SME |
NON-SME |
|
Singapore Citizen < 40 years old Permanent Resident LTVP+
|
$654 (After SSG Funding 70%) |
$254 (After SSG Funding 70% |
$654 (After SSG Funding 70%) |
|
Singapore Citizen ≥ 40 years old |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
$254 (After SSG Funding 70% |
|
International Participant |
$2,180 (No Funding) |
$2,180 (No Funding) |
$2,180 (No Funding) |
All prices include 9% GST
Please note that the programme fees are subject to change without prior notice.
Post Secondary Education Account (PSEA)
PSEA can be utilised for subsidised programmes eligible for SkillsFuture Credit support. Click here to find out more.
Self Sponsored
SkillsFuture Credit
Singapore Citizens aged 25 and above may use their SkillsFuture Credits to pay for the course fees. The credits may be used on top of existing course fee funding.
This is only applicable to self-sponsored participants. Application to utilise SkillsFuture Credits can be submitted when making payment for the course via the SMU Academy TMS Portal, and can only be made within 60 days of course start date.
Please click here for more information on the SkillsFuture Credit. For help in submitting an SFC claim, you may wish to refer to our step-by-step guide on claiming SkillsFuture Credits (Individual).Workfare Skills Support Scheme
From 1 July 2023, the Workfare Skills Support (WSS) scheme has been enhanced. Please click here for more details.
Company Sponsored
Enhanced Training Support for SMEs (ETSS)
- Organisation must be registered or incorporated in Singapore
- Employment size of not more than 200 or with annual sales turnover of not more than $100 million
- Trainees must be hired in accordance with the Employment Act and fully sponsored by their employers for the course
- Trainees must be Singapore Citizens or Singapore Permanent Residents
- Trainees must not be a full-time national serviceman
- Trainees are eligible for ETSS funding only if their company's SME status is approved prior to the course commencement date. To verify your SME's status, please click here.
Please click here for more information on ETSS.
Absentee Payroll
Companies who sponsor their employees for the course may apply for Absentee Payroll here. For more information, please refer to:
AP Guide (Non-SME Companies)
Declaration Guide (SME Companies)
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