{"id":8234506,"date":"2026-02-16T11:12:29","date_gmt":"2026-02-16T11:12:29","guid":{"rendered":"https:\/\/www.aese.pt\/programas\/the-service-advantage-2\/"},"modified":"2026-07-20T10:33:27","modified_gmt":"2026-07-20T10:33:27","slug":"the-service-advantage-2","status":"publish","type":"program","link":"https:\/\/www.aese.pt\/en\/find-your-program\/the-service-advantage-2\/","title":{"rendered":"The Service Advantage"},"content":{"rendered":"<section id=\"\" class=\"container-left-sticky-right-container \"\n    x-data=\"{ open: false, c2cOpen: false }\"\n    x-effect=\"if (open || c2cOpen) { document.body.classList.add('overflow-hidden') } else { document.body.classList.remove('overflow-hidden') }\"\n    x-on:click.away=\"open = false\">\n        <div id=\"lsrcb-contactos\" class=\"left-container scroll-mt-[150px] top-[180px]\">\n                    <div class=\"buttons-links flex flex-col gap-2\">\n                                                                                                                                    <a class=\"download-button btn-animation\" href=\"https:\/\/www.aese.pt\/en\/form-page\/?form=234\" target=\"_blank\">\n                                Subscription                            <\/a>\n                                                                        <\/div>\n                            <div class=\"lsrcb-sidebar-alert\" role=\"note\">\n                <p class=\"lsrcb-sidebar-alert__text\">\n                    Forms are temporarily available in Portuguese only.                <\/p>\n            <\/div>\n                                    <div class=\"admissions-team\">\n                                    <div class=\"admission-team-member\">\n                                                    <span class=\"member-title\">\n                                Admission Team &#8211; Lisbon                            <\/span>\n                                                <div class=\"member-info\">\n                            <div class=\"member-image-role\">\n                                                                    <div class=\"member-name-role\">\n                                                                            <span class=\"member-name\">\n                                            Afonso Hespanhol Leit\u00e3o                                        <\/span>\n                                                                                                                <span class=\"member-role\">\n                                            Short Programs Coordinator                                        <\/span>\n                                                                    <\/div>\n                            <\/div>\n                            <div class=\"member-email-phone\">\n                                                                    <a href=\"mailto:shortprograms@aese.pt\" class=\"member-email\">\n                                        shortprograms@aese.pt                                    <\/a>\n                                                                                                    <a href=\"tel:+351939 127 894\" class=\"member-phone\">\n                                        <span class=\"phone-prefix\">[+351]<\/span> 939 127 894                                    <\/a>\n                                                            <\/div>\n                        <\/div>\n\n                                            <\/div>\n                            <\/div>\n                                                    <div>\n                \t\t\t\t\t<div class=\"flex flex-col w-full\">\n\t\t\t\t<div class=\"share_container\">\n\t\t\t\t\t<div class=\"share_buttons\">\n\t\t\t\t\t\t<button id=\"share_button\" class=\"share_button\">\n\t\t\t\t\t\t\t<svg width=\"20\" height=\"20\" viewBox=\"0 0 20 21\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n\t\t\t\t\t\t\t\t<mask id=\"mask0_3742_27459\" 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5.88167 15.0173 5.80181 15.177 5.64209C15.3367 5.48237 15.4166 5.28445 15.4166 5.04834C15.4166 4.81223 15.3367 4.61431 15.177 4.45459C15.0173 4.29487 14.8194 4.21501 14.5833 4.21501C14.3471 4.21501 14.1492 4.29487 13.9895 4.45459C13.8298 4.61431 13.7499 4.81223 13.7499 5.04834C13.7499 5.28445 13.8298 5.48237 13.9895 5.64209C14.1492 5.80181 14.3471 5.88167 14.5833 5.88167Z\" fill=\"white\" \/>\n\t\t\t\t\t\t\t\t\t<\/g>\n\t\t\t\t\t\t\t\t<\/g>\n\t\t\t\t\t\t\t<\/svg>\n\t\t\t\t\t\t<\/button>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<button id=\"share_title\" class=\"share_title\">\n\t\t\t\t\t\tSHARE\t\t\t\t\t<\/button>\n\t\t\t\t<\/div>\n\n\t\t\t\t<div id=\"shareButtonsContainer\" class=\"hidden mt-2 px-5 pt-3 pb-2 rounded-sm bg-gray-200 w-fit\">\n\t\t\t\t\t<div class=\"addtoany_shortcode\"><div class=\"a2a_kit a2a_kit_size_32 addtoany_list\" data-a2a-url=\"https:\/\/www.aese.pt\/en\/find-your-program\/the-service-advantage-2\/\" data-a2a-title=\"The Service Advantage\"><a class=\"a2a_button_facebook\" href=\"https:\/\/www.addtoany.com\/add_to\/facebook?linkurl=https%3A%2F%2Fwww.aese.pt%2Fen%2Ffind-your-program%2Fthe-service-advantage-2%2F&amp;linkname=The%20Service%20Advantage\" title=\"Facebook\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><a class=\"a2a_button_linkedin\" href=\"https:\/\/www.addtoany.com\/add_to\/linkedin?linkurl=https%3A%2F%2Fwww.aese.pt%2Fen%2Ffind-your-program%2Fthe-service-advantage-2%2F&amp;linkname=The%20Service%20Advantage\" title=\"LinkedIn\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><a class=\"a2a_button_email\" href=\"https:\/\/www.addtoany.com\/add_to\/email?linkurl=https%3A%2F%2Fwww.aese.pt%2Fen%2Ffind-your-program%2Fthe-service-advantage-2%2F&amp;linkname=The%20Service%20Advantage\" title=\"Email\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><a class=\"a2a_button_copy_link\" href=\"https:\/\/www.addtoany.com\/add_to\/copy_link?linkurl=https%3A%2F%2Fwww.aese.pt%2Fen%2Ffind-your-program%2Fthe-service-advantage-2%2F&amp;linkname=The%20Service%20Advantage\" title=\"Copy Link\" rel=\"nofollow noopener\" target=\"_blank\"><\/a><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t\t<script>\n\t\t\t\tdocument.addEventListener('DOMContentLoaded', function() {\n\t\t\t\t\tif (window.__shareComponentInitialized) return;\n\t\t\t\t\twindow.__shareComponentInitialized = true;\n\n\t\t\t\t\tconst btnTitle = document.getElementById('share_title');\n\t\t\t\t\tconst btnIcon = document.getElementById('share_button');\n\t\t\t\t\tconst container = document.getElementById('shareButtonsContainer');\n\n\t\t\t\t\tfunction toggleShare() {\n\t\t\t\t\t\tcontainer.classList.toggle('hidden');\n\t\t\t\t\t}\n\t\t\t\t\tif (btnTitle && container) {\n\t\t\t\t\t\tbtnTitle.addEventListener('click', toggleShare);\n\t\t\t\t\t}\n\t\t\t\t\tif (btnIcon && container) {\n\t\t\t\t\t\tbtnIcon.addEventListener('click', toggleShare);\n\t\t\t\t\t}\n\t\t\t\t});\n\t\t\t<\/script>\n\t\t            <\/div>\n                <\/div>\n    <div class=\"right-container \">\n        <div class=\"acf-innerblocks-container\">\n\n<h2 class=\"wp-block-heading\"><strong>Service Operations for Profit &amp; Growth<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"about-program\">In a saturated market, service is no longer just a cost center but has become the primary driver of differentiation and profitability. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"about-program\">However, in companies in Portugal, there is often a gap between the brand promise (Marketing), execution efficiency (Operations), and actual financial return (Finance). <\/p>\n\n\n\n<p class=\"wp-block-paragraph\" id=\"about-program\">This program takes an innovative approach to the &#8220;New Service Economy,&#8221; 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.<\/p>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n    <div class=\"pib_informations_container\">\n        <section id=\"EMBA\" class=\"pib_informations_section\">\n                            <div class=\"pib_informations_content\">\n                    <span class=\"information_title\"> LOCALIZATION<\/span>\n                                            <div class=\"information_description\"><p>AESE Business School, Lisbon and Queluz National Palace<\/p>\n<\/div>\n                                                        <\/div>\n                            <div class=\"pib_informations_content\">\n                    <span class=\"information_title\">DATES<\/span>\n                                            <div class=\"information_description\"><p>March 30, April 6, 13, and 20, 2026<\/p>\n<\/div>\n                                                        <\/div>\n                            <div class=\"pib_informations_content\">\n                    <span class=\"information_title\">SCHEDULE<\/span>\n                                            <div class=\"information_description\"><p>Full Days<\/p>\n<\/div>\n                                                        <\/div>\n                            <div class=\"pib_informations_content\">\n                    <span class=\"information_title\">Language<\/span>\n                                            <div class=\"information_description\"><p>Portuguese<\/p>\n<\/div>\n                                                        <\/div>\n                            <div class=\"pib_informations_content\">\n                    <span class=\"information_title\">Pricing<\/span>\n                                            <div class=\"information_description\"><p>General: \u20ac3,000<\/p>\n<\/div>\n                                                        <\/div>\n                    <\/section>\n        <div class=\"pib_information_divider\"><\/div>\n    <\/div>\n\n\n\n<div style=\"height:34px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n    <section id=\"objective\" class=\"ocb_cards_section\">\n                    <h2 class=\"ocb_cards_title\">\n                <svg width=\"28\" height=\"3\" viewBox=\"0 0 28 3\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                    <path d=\"M0.8 2.44184V0.841835H27.2V2.44184H0.8Z\" fill=\"#D83F00\" \/>\n                <\/svg>\n                <span>Objectives<\/span>\n            <\/h2>\n                <div class=\"ocb_cards_content\">\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">The Financial &quot;Blindness&quot; of Loyalty (CFO Pain Points)<\/h3>\n                    <div class=\"ocb_card_description\"><p>Service is seen as a cost because the impact of retention on EBITDA is not measured.<br \/>\nSolution: Economics of Loyalty models and calculating the profitability of satisfaction.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">The &quot;Leaky Bucket&quot; of Acquisition (CMO Pain Points)<\/h3>\n                    <div class=\"ocb_card_description\"><p>High investment in acquiring customers who are lost due to poor execution.<br \/>\nSolution: Alignment between brand promise and operational delivery.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">The &quot;Firefighting&quot; Operation (COO Pain Points)<\/h3>\n                    <div class=\"ocb_card_description\"><p>Reactive, inefficient management that is difficult to scale.<br \/>\nSolution: Scientific management of processes, capacities, and flows.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">The False Economy in Human Resources<\/h3>\n                    <div class=\"ocb_card_description\"><p>The perspective that low wages mean low operational costs.<br \/>\nSolution: The Good Jobs Strategy, which proves how investing in teams optimizes operations and increases profit.<\/p>\n<\/div>\n                <\/div>\n                    <\/div>\n            <\/section>\n\n<script>\n    document.addEventListener('DOMContentLoaded', function () {\n        document.querySelectorAll('.ocb_cards_section').forEach(function (section) {\n            if (section.dataset.ocbInitialized) {\n                return;\n            }\n            section.dataset.ocbInitialized = 'true';\n\n            const button = section.querySelector('.ocb_cards_button');\n  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                        <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">Align leadership around growth<\/h3>\n                    <div class=\"ocb_card_description\"><p>Create a common vision at the C-Level through shared metrics for growth, efficiency, and customer experience.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">Transform customer service<\/h3>\n                    <div class=\"ocb_card_description\"><p>Move from a reactive and costly function to a strategic system that generates value and differentiation.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">Integrate experience and operational efficiency<\/h3>\n                    <div class=\"ocb_card_description\"><p>Combine excellence in customer experience with efficient and financially sustainable operations.<\/p>\n<\/div>\n                <\/div>\n                            <div class=\"ocb_card\">\n                    <h3 class=\"ocb_card_title\">Generate recurring profit and competitive advantage<\/h3>\n                    <div class=\"ocb_card_description\"><p>Design service operations that increase loyalty, improve results, and strengthen the company&#8217;s competitive position.<\/p>\n<\/div>\n                <\/div>\n                    <\/div>\n            <\/section>\n\n\n\n\n<h2 id=\"recipient\" class=\"wp-block-heading\">Recipients<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Roles: Chief Operating Officers (COO), Chief Marketing\/Commercial Officers (CMO), Chief Financial Officers (CFO), and General Managers.<\/li>\n\n\n\n<li>Profile: Decision-makers from medium-sized companies seeking to professionalize and scale their service management.<\/li>\n\n\n\n<li>Sectors: B2B Services, Retail, Banking and Insurance, Hospitality\/Tourism, Logistics, and Healthcare.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:48px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Teachers<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Multidisciplinary AESE team and guest speaker<\/p>\n\n\n\n<section class=\"lpb-section\">\n    <div id=\"teacher\" class=\"listing-pb-container\">\n                                                    <div class=\"lpb-professor-card\">\n                                            <a href=\"https:\/\/www.aese.pt\/en\/faculty\/alexandra-reis\/\" class=\"lpb-professor-Link\">\n                                                <figure class=\"lpb-professor-card-image\">\n                            <img decoding=\"async\" width=\"492\" height=\"592\" src=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2026\/03\/Claustro-Alexandra-Reis-492x592px.jpg\" class=\"w-full h-full object-cover rounded\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2026\/03\/Claustro-Alexandra-Reis-492x592px.jpg 492w, https:\/\/www.aese.pt\/wp-content\/uploads\/2026\/03\/Claustro-Alexandra-Reis-492x592px-249x300.jpg 249w\" sizes=\"auto, (max-width: 492px) 100vw, 492px\" \/>                        <\/figure>\n                        <div class=\"lpb-professor-card-content\">\n                            <span class=\"lpb-professor-card-title\">\n                                Alexandra Reis                            <\/span>\n                                                            <span class=\"lpb-professor-card-description\">\n                                    Senior Teaching Fellow                                <\/span>\n                                                    <\/div>\n                                                <\/a>\n                                    <\/div>\n                                            <div class=\"lpb-professor-card\">\n                                            <a href=\"https:\/\/www.aese.pt\/en\/faculty\/agostinho-abrunhosa\/\" class=\"lpb-professor-Link\">\n                                                <figure class=\"lpb-professor-card-image\">\n                            <img decoding=\"async\" width=\"520\" height=\"532\" src=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Agostinho-Abrunhosa-1.jpg\" class=\"w-full h-full object-cover rounded\" alt=\"\" loading=\"lazy\" srcset=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Agostinho-Abrunhosa-1.jpg 520w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Agostinho-Abrunhosa-1-293x300.jpg 293w\" sizes=\"auto, (max-width: 520px) 100vw, 520px\" \/>                        <\/figure>\n                        <div class=\"lpb-professor-card-content\">\n                            <span class=\"lpb-professor-card-title\">\n                                Agostinho Abrunhosa                            <\/span>\n                                                            <span class=\"lpb-professor-card-description\">\n                                    Teacher                                <\/span>\n                                                    <\/div>\n                                                <\/a>\n                                    <\/div>\n                                            <div class=\"lpb-professor-card\">\n                                            <a href=\"https:\/\/www.aese.pt\/en\/faculty\/jorge-ribeirinho-machado\/\" class=\"lpb-professor-Link\">\n                                                <figure class=\"lpb-professor-card-image\">\n                            <img decoding=\"async\" width=\"1248\" height=\"1674\" src=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado.jpg\" class=\"w-full h-full object-cover rounded\" alt=\"AESE JRibeirinho Machado\" loading=\"lazy\" srcset=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado.jpg 1248w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado-224x300.jpg 224w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado-763x1024.jpg 763w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado-768x1030.jpg 768w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/AESE_JRibeirinho_Machado-1145x1536.jpg 1145w\" sizes=\"auto, (max-width: 1248px) 100vw, 1248px\" \/>                        <\/figure>\n                        <div class=\"lpb-professor-card-content\">\n                            <span class=\"lpb-professor-card-title\">\n                                Jorge Ribeirinho Machado                            <\/span>\n                                                            <span class=\"lpb-professor-card-description\">\n                                    Teacher                                <\/span>\n                                                    <\/div>\n                                                <\/a>\n                                    <\/div>\n                                            <div class=\"lpb-professor-card\">\n                                            <a href=\"https:\/\/www.aese.pt\/en\/faculty\/miguel-guerreiro\/\" class=\"lpb-professor-Link\">\n                                                <figure class=\"lpb-professor-card-image\">\n                            <img decoding=\"async\" width=\"492\" height=\"592\" src=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Miguel-Guerreiro.webp\" class=\"w-full h-full object-cover rounded\" alt=\"Miguel Guerreiro\" loading=\"lazy\" srcset=\"https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Miguel-Guerreiro.webp 492w, https:\/\/www.aese.pt\/wp-content\/uploads\/2024\/12\/Miguel-Guerreiro-249x300.webp 249w\" sizes=\"auto, (max-width: 492px) 100vw, 492px\" \/>                        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