Foundations of Service Management
Services are at the core of modern business, and organisations increasingly compete through the quality of their services and the experiences they create for customers. As customer expectations rise and service systems become more complex, professionals need a solid understanding of service management principles to design, deliver, and improve services effectively.
Foundations of Service Management provides a practical introduction to service business and service management from a customer-centric perspective. The course explores how services differ from products, how service quality and customer experience can be assessed and improved, and how organisations can respond effectively when services fall short. It also examines how digitalisation, artificial intelligence, and emerging technologies are reshaping services and enabling new service business models.
Throughout the course, participants are introduced to widely used frameworks and tools that support systematic service development. These include service design thinking, service blueprinting, service quality and recovery models, and Voice of the Customer approaches. The course supports professionals in understanding services as strategic business elements and applying practical tools in real organisational contexts.
Learning Outcomes
By the end of the course, participants will:
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Understand the foundations of service business by recognizing the differences between products and services, becoming familiar with Service-Dominant Logic and the IHIP framework, and exploring how service design thinking and blueprinting support customer-centric service development.
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Gain an overview of service quality by becoming familiar with the GAP model and SERVQUAL dimensions, understanding how CES and CSAT measure customer experience, and recognizing how service blueprinting can reveal quality gaps.
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Understand the principles of service recovery by recognizing different customer complaint behaviors, becoming familiar with the LEARN framework, and exploring how Voice of Customer approaches support systematic improvement.
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Gain awareness of how technology is reshaping services by exploring AI applications in service delivery and design, becoming familiar with platform ecosystems and emerging service business models, and recognizing key ethical considerations in human-AI service interactions.
For
The course is designed for professionals who work with services, customers, or service development and want to build a solid foundation in service management. It is relevant for those working in customer service, service design, operations, quality management, business development, or leadership roles where services and customer experience play a central role.
The course also suits professionals involved in developing, improving, or digitalising services, as well as those interested in understanding how technology and AI are influencing service delivery and service business models. No prior academic background in service management is required.
Content and Schedule
The course content consists of short online lectures, a glossary of key concepts, and additional reading materials provided as extra resources. The course can be completed flexibly at your own pace, allowing you to fit learning around your professional schedule.
To successfully complete the course, participants complete a multiple-choice questionnaire covering the key concepts and a real-world case study in which the theoretical tools are applied to a practical business situation.
The language of the course is English.
Modules
Module 1: Understanding the Foundations of Service Business
Understand the foundations of service business by recognizing the differences between products and services, becoming familiar with Service-Dominant Logic and the IHIP framework, and exploring how service design thinking and blueprinting support customer-centric service development.
Module 2: Measuring and Managing the Quality of Service Delivery
Gain an overview of service quality by becoming familiar with the GAP model and SERVQUAL dimensions, understanding how CES and CSAT measure customer experience, and recognizing how service blueprinting can reveal quality gaps.
Module 3: Turning Service Failures into Loyalty Opportunities
Understand the principles of service recovery by recognizing different customer complaint behaviors, becoming familiar with the LEARN framework, and exploring how Voice of Customer approaches support systematic improvement.
Module 4: How AI, Platforms, and New Models are Reshaping Services
Gain awareness of how technology is reshaping services by exploring AI applications in service delivery and design, becoming familiar with platform ecosystems and emerging service business models, and recognizing key ethical considerations in human-AI service interactions.
Instructor
Antti Lähtevänoja
Antti Lähtevänoja is a University Lecturer at the Department of Management Studies at Aalto University.
Lähtevänoja's research focuses on emerging sales methodologies and their intersection with technology, particularly AI. He explores how sales organisations can better serve today's hyper-informed buyers through revised sales strategies and the effective adoption of new technologies.
His recent work centres on educational selling: a methodology that creates value in the sales interaction by teaching the client throughout the process, improving both relational and business outcomes.
Beyond academia, Lähtevänoja is a seasoned sales professional with a background spanning multiple tech companies. He has successfully exited a fintech venture (Invested, 2023), currently supports early-stage founders, and advises a number of AI-focused startups.
Program Fee and Registration
The fee for the Foundations of Service Management online course is € 150 (+ VAT).
This program has adopted Aalto EE's new Customer ID, and it is delivered on Aalto Learning Experience Alex e-learning environment. Before ordering, please visit aaltoee.fi/customerid.
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