Prof. Jochen Wirtz is a global authority on services marketing, service excellence, and the digital transformation of customer experience. As Vice Dean and Professor of Marketing at the National University of Singapore, Jochen Wirtz has spent over three decades shaping the science and practice of service management. He is the co-author of Services Marketing: People, Technology, Strategy, one of the world’s leading textbooks, and has published over 200 academic papers, books, and industry reports.
Wirtz’s expertise spans AI-enabled services, service automation, customer satisfaction engineering, and business model innovation in a digital-first world. He frequently advises governments, Fortune 500 companies, and multinational organisations on designing high-performance service ecosystems and leveraging AI to enhance productivity and customer value.
A celebrated educator and thought leader, Prof. Wirtz is also the Founding Director of the UCLA–NUS EMBA programme and a sought-after speaker on service excellence, innovation, and the future of customer experience.
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