Service Operations for Profit & Growth
In a saturated market, service is no longer just a cost center but has become the primary driver of differentiation and profitability.
However, in companies in Portugal, there is often a gap between the brand promise (Marketing), execution efficiency (Operations), and actual financial return (Finance).
This program takes an innovative approach to the “New Service Economy,” integrating critical topics such as the profitability of loyalty, the application of service operations strategy, the impact of algorithms and data on personalization, and the careful management of people to demonstrate that investing in people reduces operational costs.
AESE Business School, Lisbon and Queluz National Palace
March 30, April 6, 13, and 20, 2026
Full Days
Portuguese
General: €3,000
Objectives
The Financial "Blindness" of Loyalty (CFO Pain Points)
Service is seen as a cost because the impact of retention on EBITDA is not measured.
Solution: Economics of Loyalty models and calculating the profitability of satisfaction.
The "Leaky Bucket" of Acquisition (CMO Pain Points)
High investment in acquiring customers who are lost due to poor execution.
Solution: Alignment between brand promise and operational delivery.
The "Firefighting" Operation (COO Pain Points)
Reactive, inefficient management that is difficult to scale.
Solution: Scientific management of processes, capacities, and flows.
The False Economy in Human Resources
The perspective that low wages mean low operational costs.
Solution: The Good Jobs Strategy, which proves how investing in teams optimizes operations and increases profit.
Benefits
Participants will gain the ability to lead their company’s transformation, implementing more agile processes, reducing “non-quality” costs, and designing strategies that increase revenue per customer through service excellence.
Align leadership around growth
Create a common vision at the C-Level through shared metrics for growth, efficiency, and customer experience.
Transform customer service
Move from a reactive and costly function to a strategic system that generates value and differentiation.
Integrate experience and operational efficiency
Combine excellence in customer experience with efficient and financially sustainable operations.
Generate recurring profit and competitive advantage
Design service operations that increase loyalty, improve results, and strengthen the company’s competitive position.
Recipients
- Roles: Chief Operating Officers (COO), Chief Marketing/Commercial Officers (CMO), Chief Financial Officers (CFO), and General Managers.
- Profile: Decision-makers from medium-sized companies seeking to professionalize and scale their service management.
- Sectors: B2B Services, Retail, Banking and Insurance, Hospitality/Tourism, Logistics, and Healthcare.
Teachers
Multidisciplinary AESE team and guest speaker
Metodology
- Intensive use of recent cases from leading schools (Harvard, IESE, INSEAD).
- Conference-Colloquiums
Pricing
€2,400
Up to one month before the Short Program€2,400
€7,400
For 4 registrationsSpecial conditions for PWN Lisbon Associate Members: for every four registrations of members from the same PWN partner organization, AESE offers one registration.
€3,000
VAT at the current rate applies to all prices. Confirmation of registration is subject to prior payment.
AESE reserves the right to cancel this Short Program up to 1 week before the start date if the conditions for its successful delivery are not met.
