Transforming Customer Service Experiences

In this one-day session, the topics covered include six principles to enhance service excellence and create delighted customers. The principles are drawn from a combination of academic research and in-the-field application by leading service firms.

8:30 a.m. – 4:30 p.m.
May 13, 2021

Cost: $995* and includes all class materials, breakfast, lunch and refreshments. 
Certificates will be awarded based on successful completion of the 1-day training.
All in-person Open Enrollment Programs can be attended via Zoom. Contact a member of our staff for more information.

Click here to see the list of safety measures we are adding to our in-person programs.

* A 20 percent discount will be given to companies that enroll two or more employees.
* A 10 percent discount will be given to TCU staff/faculty/alumni, U.S. veterans

Who Should Attend?

Business leaders at all levels who want to improve their ability to create meaningful service experiences for their customers that positively impacts the organization and the bottom line.

What You Will Learn

The interactive session will emphasize practical insights and tools that can be immediately applied by service managers and executives alike.

How You Will Benefit

By understanding the basics of the customer journey, you can then identify how to help customers succeed through creative design that will result in making a successful emotional connection to your customers.


  • Understanding the customer journey
  • How to design an excellent experience
  • Understanding why customers fail
  • Enabling customer success through design
  • Understanding how and when service transparency drives loyalty
  • Identifying opportunities to make service more visible
  • Understanding how and why little extras matter
  • Designing service operations for spontaneous excellence
  • Understanding how to connect with customers emotionally
  • Designing for customers' emotional needs
  • Understanding what exceptional service recovery is and how to develop a readiness to excel at it 

Faculty Leader

Lance A. Bettencourt
Associate Professor of Professional Practice in Marketing

Prior to TCU, Dr. Bettencourt was a marketing professor at Indiana University and Arizona State University-West. He is also a former strategy adviser with Strategyn, Inc., the pioneer of Outcome-Driven Innovation™, and he was a partner at Service 360 Partners from 2012 to 2017. His research on service excellence and innovation has been published in Harvard Business Review, MIT Sloan Management Review, California Management Review, Journal of Applied Psychology, Journal of Retailing, Journal of Personal Selling & Sales Management, and Journal of the Academy of Marketing Science, among others. He is author of Service Innovation: How to Go from Customer Needs to Breakthrough Services (McGraw-Hill 2010). In his consulting and executive education, Dr. Bettencourt has worked with many of the world’s leading companies to help them uncover innovation opportunities and set marketing strategy. Over the past decade, his clients have included Allstate, Morningstar, Microsoft, TD Bank, Colgate, Kimberly-Clark, Alcon, and many others.

Please contact:

Kalyn McKittrick

Director of Marketing and Engagement