Service Management

Design, dispense and manage

The correct management of customer service is an aspect to take care of in all competitive contexts.

The strategies and concepts of service marketing were developed as an answer to the expansion that this industry has had in the last decade.

The need to provide a quality service, to compete on the market and obtain a competitive advantage that can be protected over time, is felt not only by “pure” service companies, but also by the industrial companies that add to their original core business the offer of high level services.

For example, users complain because of delays in the deliveries, of rude or incompetent personnel, of the poor performance of operators, of complicate procedures. While those who offer the service have a vantage point that mostly doesn’t take into account the customer’s needs. Many complain about how difficult it is to make profits, how hard it is to find qualified and motivated personnel, of the ever-increasing competition.

A wider view on all managerial aspects that concern the main corporate functions and that affect the service management will enable participants to better understand the way in which their choices can determine a better customer experience, which leads to loyalty.

The course has been designed for those who manage services, or are about to take on this responsibility, and it features three modules, lasting two days each: service management and customer experience, supply system and contact personnel, design thinking and service design.

The course ends with the presentation of a project work developed by the participants, on their company, in order to share the proposals of innovation of the services offered.

Daniele Rimini

Daniele Rimini

Director of Studies

" Reflecting on some of the organizational aspects that are typical of the businesses focusing on services as an element of differentiation, trying to offer an interpretation tool that highlights the necessary consistency of operational management, organizational characteristics and management choices, has become of fundamental relevance to obtain better performances. "


The course includes 6 classroom days, on Fridays and Saturdays from 9.15 to 17.45

The dates of the lessons are:

  • 22-23 May 2020
  • 12-13 June 2020
  • 10-11 July 2020

The modules are:

  • Service management, customer experience e customer satisfaction (2 days)
  • Sistema di erogazione e personale di contatto (1 day)
  • Service Operations (1 day)
  • Design thinking e service design (1 day)
  • Project work finale (1 day)


  • I numeri della service economy
  • Produrre ed erogare servizi: il modello della servuction
  • Il ruolo dei clienti nell’erogazione dei servizi. Nuove tecnologie e partecipazione.
  • La definizione e misurazione della customer satisfaction
  • Misurare la fedeltà dei clienti
  • Il recupero del disservizio
  • La comunicazione esterna e il passaparola
  • Come la customer experience guida la profittabilità e la performance dell’impresa

  • La cultura del contatto con il cliente: il momento della verità è una scoperta recente

  • La relazione di contatto con il cliente: il doppio legame

  • La gestione della relazione di contatto con il cliente: la comunicazione non verbale e verbale

  • Come rendere la relazione di contatto soddisfacente: la richiesta fondamentale del cliente

  • Empowerment e motivazione del personale di contatto: l’importanza del cliente interno

  • La servitization nel settore manifatturiero
  • La gestione commerciale e operativa dell’aftermarket
  • Kpi e financials: il service come motore di profitto
  • L’organizzazione del service nelle aziende industriali

  • Fondamenti operativi del design thinking
  • Workshop Design Thinking Crash Course
  • Migliorare i servizi attraverso il Service Design
  • Progettare il servizio attraverso il processo Double Diamond

  • project work per analizzare e migliorare una customer journey di servizio (ogni partecipante dovrà presentare attraverso uno schema guidato un piano di innovazione su un servizio relativo alla sua azienda partendo da un eventuale punto di insoddisfazione del cliente/utente.

Learning method

The course  includes a mix of assessment, e-learning, classroom, exercises, project work, coaching.


Networking takes place between students in the same class, between participants and lecturers, and with students from other courses or previous editions of the same program.


Over the years, our partners have been constantly involved in the various activities that make up the structure of our programs. Companies belonging to our network participate in project work and master classes; they actively contribute to introducing guest speakers and organizing company visits. Our partners are our first supporters: they sponsor various scholarships, host internships for students and provide professional opportunities for graduates.

The partner companies of Bologna Business School are:

Aeroporto G. Marconi Assicoop Bologna Metropolitana Automobili Lamborghini Bologna Fiere Brevini Power Transmission Camera di Commercio di Bologna Camera di Commercio di Ferrara Camera di Commercio di Forlì-Cesena Camera di Commercio di Modena Camera di Commercio di Rimini Camst Carpigiani Group Cassa di Risparmio in Bologna Confcommercio Emilia Romagna Confindustria Emilia Romagna Coswell Datalogic Ducati Motor Holding Enel Engineering Ingegneria Informatica Expert System Falorni Fastweb Ferrarelle Ferrari Ferretti Group Finalma Fondazione Carisbo Fondazione Cassa Risparmio Cesena Fondazione Cassa Risparmio di Cento Fondazione Cassa Risparmio di Imola Fondazione Cassa di Risparmio di Carpi Fondazione Cassa di Risparmio di Ferrara Fondazione Cassa di Risparmio di Padova e Rovigo Fondazione G. Marconi Fondazione IBM Italia Fondazione Isabella Seràgnoli Fondazione del Monte di Bologna e Ravenna Fondazione per la Collaborazione tra i Popoli Food Trend Foundation Furla Google Italia Granarolo GroupM Gruppo Coesia Gruppo Sistema H-ART HSPI Haworth Hera Horsa IBM Italia IMA Iconsulting Intesa San Paolo KPMG Advisory Laboratori Guglielmo Marconi Landi Renzo Legacoop Bologna Lighthouse Manutencoop Mape Maps Masai Italia Maserati Microsoft Italia Montenegro N.C.H. Nuovi Cantieri Apuania Olidata Onit Group Opera Santa Maria del Fiore Philip Morris Italia Poltronesofà Regione Emilia-Romagna Ricoh S.E.C.I. Gruppo Industriale Maccaferri SAP SCS Consulting STMicroelectronics Schneider Electric Seps Technogym Teuco The Boston Consulting Group Toyota Material Handling Italia Trevi Group Umberto Cesari UniCredit Unieuro Unindustria Bologna Unipol Vem Sistemi Veronesi Viabizzuno Videoworks Volvo Car Italia WPP Italia Yoox Net-A-Porter Group


The registration fee for the program is 3,000 euros (plus VAT) to be paid by the start date of the course.

The fee includes attendance at the program, all study material available through the online platform and access to Bologna Business School services, which include: Alma personal wi-fi account, use of Computer Lab PCs, use of study areas and access to the internal gym.

A large free car park is available in the school park.

Discounts are available:
- for early registrations;
- for Business Network companies;
- for Alma and Profingest Alumni;
- for groups of at least 3 people.


Alumni and companies can check the availability of vouchers at the Interprofessional Fund of reference:

Fondimpresa - for middle managers / middle management
Fondo Dirigenti PMI - for managers of industrial SMEs
Fondirigenti - for managers
Fon.Coop - for cooperative companies







The course is reserved for a maximum of 25 participants.


To register, simply download the registration form and send it by email or fax.


At the end of the course, a participation certificate is issued (upon reaching 80% of classroom hours).
The documents used in the classroom and any further reading or exercises will be uploaded to our platform, whose credentials will be delivered in the classroom.
Should a group of colleagues wish to participate in the program, it is possible to contact the Program Manager to evaluate an ad hoc participation price.
Our short courses do not require a specific course of study. It is important to have a few years of work experience behind you that can help you, inside the classroom, by bringing real cases dealt with and solutions adopted during your work.


Faculty members at Bologna Business School work together offering outstanding teaching standards. An international and interdisciplinary approach is guaranteed by a joint team of distinguished national core professors, adjunct, visiting professors, guest speakers and top managers.

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