Building High-Performing Service Businesses

20 – 22 August, 2014

Programme Director

"…There is no such thing as service industries. There are only industries where service components are greater or less than those of other industries. Everybody is in the service industry."

Theodore Levitt
(1925 – 2006)

Globally, services today dominate most economies. India is no exception with services contributing to around 64.8% of the country's GDP for the year 2012-13, as per the Central Statistical Organisation's (CSO) advance estimates.

Building a successful service business is more complex and challenging than building a manufacturing business. Further, the service sector itself is getting crowded with more and more players entering the fray, thereby making life tough for the existing players. The technology landscape is also changing very fast and service-organisations are finding it difficult to adapt to the same, leave alone leverage it.

How can a service business achieve market leadership in such a dynamic scenario? How can a service organisation excel in an environment where customers are extremely demanding and attracting and where retaining employees is equally challenging?

This MDP on 'Building High-Performing Service Businesses' will enable participants to learn the art and science of building, sustaining and growing a service business. And transform them all into high-performing service businesses!

Nominate your key senior managers to this powerful programme today and move your organisation one step ahead in the game!


The key learning objectives of the MDP on 'Building High-Performing Service Businesses' are as follows:

  • Learning the relevant knowledge frameworks essential for building a successful service business

  • Enhancing the leadership and team-working skills essential to delivering high customer satisfaction

  • Developing a service attitude which is the key to success in this sector


This MDP on 'Building High-Performing Service Businesses' will be most suitable for senior and middle-level managers from service organisations across departments. The biggest beneficiaries will be participants from marketing, operations and human resource departments in companies dealing with consumer services such as hotels, airlines, telecom, health and wellness, financial services, travel and hospitality, retail, etc.

The programme would also be immensely valuable to manufacturers of consumer durables as they have significant revenues coming from services.


The MDP will cover the following topics designed in alignment with the intended learning outcomes:

  • Rental / access paradigm of services and its implications

  • Process classification of services and its implications

  • Service design and redesign

  • New service product development

  • Service brand equity

  • Self-service technologies

  • Service blueprinting

  • Yield management

  • Customer relationship management

  • Employee engagement

  • Servant leadership


The learning methodology of the MDP on 'Building High-Performing Service Businesses' will include a variety of techniques such as lectures, case studies, videos, exercises and brainstorming sessions.


"It gives a lot of insight on Service Blueprint, Yield Management and various styles of effective leadership, which will be very helpful tools for overall development as Leader."

Manoj Mishra, Eureka Forbes Ltd.

"The MDP title and programme delivery was truly in sync. It was a high-performing delivery. Service design topic was dealt beautifully."

Mahesh Shinde, Synergetics

"The programme is good and useful for the organisations which are in process of designing service businesses."

H.S.B. Singh, LIC of India Ltd.

"A value for time invested as we came to know about a core crux of service business which lies in how appropriately we can know the customer and their needs."

Tapan Shah, Eureka Forbes Ltd.


Dr. Kallol Das

Dr. Kallol Das (B.E., MBA, Ph.D.) started his career in the corporate world with Caltex and Gulf Oil. Subsequently, he moved to academics with a special focus on Research. Over the years, he has consulted numerous firms and conducted a large number of MDPs for the industry. The companies where he has provided consulting and/or training include Smokin' Joe's Pizza, Hyundai Auto Service, Budget Inn, Reliance Industries, etc.

Dr. Das has authored two books, mainly for practitioners, based on his research and consulting experiences viz. Relationship Marketing & CRM in Indian Retail Banking (Saarbrücken, Germany: LAP-Lambert Academic, 2011) and H-CRM: The key to lifelong business relationships (New Delhi: Viva Books, 2004). He has authored service industry related publications in several reputed journals viz. Romanian Journal of Marketing, Emerald Emerging Markets Case Studies, Journal of Marketing & Communication, Metamorphosis and Marketing Intelligence & Planning, amongst others.

Dr. Das is also on the reviewers' panel of prominent international journals. An award winning filmmaker and fiction writer, Dr. Das had been an advisor to the Gujarat State Disaster Management Authority (GSDMA). He is also on the advisory panel of Ideazfirst Consulting, a Kolkata-based marketing consulting firm.

He can be contacted at [email protected]


All participants of the MDP on 'Building High- Performing Service Businesses' will be awarded a MICA MDP certificate on successful completion of the programme.


20 – 22 August, 2014


MICA, Shela, Ahmedabad – 380 058 (India)


For Indian Participants

Rs. 30,000/- per participant for the residential MDP.

Please add 12.36% towards Service Tax.

For International Participants

US$ 1,250/- per participant for the residential MDP.

Please add 12.36% towards Service Tax.

  • The fee includes the programme fee (including programme delivery and course material) as well as full board and air-conditioned single room accommodation at the MICA MDP Centre

  • Payment should be made by Demand Draft payable at Ahmedabad, India or a Pan-India Company Cheque in favour of 'MICA'.

  • Payment can be transferred electronically to MICA's savings account (00491000064062) at Bodakdev, Ahmedabad branch (0049) of HDFC Bank Ltd. (RTGS/NEFT IFSC:HDFC0000049)

If you remit the fee electronically, please include Name of Remitter (The name of the sponsoring organisation) and Purpose of Remittance i.e. MDP on 'Building High-Performing Service Businesses' in the payment details.

Please send us the remittance details attaching the original payment slip along with the MDP nomination form to enable us to easily identify your payment sent by electronic transfer.


MICA's Service Tax Number: AAATM2168DSD001

We recommend that you send your nominations early. If, for whatever reason, you cancel it, we will refund the fee provided we get your written request for cancellation at least 15 days ahead of the programme commencement date. In case the nominated person does not attend, the sponsoring company can nominate another person to attend the programme with prior intimation.


Early Bird Discount: Nominations received with payment on or before Friday, 25 July, 2014, will be entitled for an early bird discount of 10%

Group Discount: MICA extends a discount of 10% for a group of 4 or more participants attending this MDP together as a team, from the same organisation.

Combine the Two: Organisations, with nominations and payment received on or before Friday, 25 July, 2014, can avail of both the discounts subject to a maximum overall discount of 15%.


Early Bird Offer Closes: Friday, 25 July, 2014

Last Date For Nomination: Monday, 18 August, 2014


For further information, please get in touch with Hardip Chandnani, Senior Marketing Executive at the MICA Management Development Programme Centre . He can be reached at phone number +91 2717-308314 or mobile number +91 9586859700. Or E-mail: [email protected]

For Customised or In-company Programmes, please get in touch with Narayanan K Nair, Senior Manager, Management Development Programme Centre. He can be reached at phone number +91-2717-308320 at his mobile number +91 9724447196 Or E-mail: [email protected]

Shela, Ahmedabad – 380 058 (India)
Phone:+91 2717 308250 Fax: +91 2717 308349 E-mail: [email protected]

Click here to download Brochure

Click here to download Nomination Form