| Summary: | In the ever increasing competitive market of executive education, providers not only need to deliver new and innovative courses on an ongoing basis, but also need to find a competitive edge to distinguish themselves from the rest. The consumers of executive education courses base their purchase decisions on more that just the academic excellence of the course. In addition to the academic excellence of the courses, the experience of the delegate attending such a course needs to be exceptional. The focus of this study was high calibre customer service which reinforces the excellent academic experience of the delegate. This would include an extraordinary experience before, during and after the programme. In order to capitalise on the strengths of an action research approach, a relatively new action research approach, Appreciative Inquiry was used in this study. The focus was on the development of new methods to improve customer service by building on the positive experiences of the past. In a planned and systematic way this study explored new methods of taking ordinary customer service to a level of extraordinary customer service. The result of this positive action research intervention resulted in a multitude of positive actions and provided UCT GSB with a method to open-up their thinking and actions and to become more innovative and resourceful. === Prof. Freddie Crous
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