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Master Program: Building a Customer Centric Organization

Learning purpose

The stagnation of consumption and the proliferation of highly heterogeneous and diverse customer needs are forcing executives today to refocus their product and service portfolios and respond to their client’s needs or risk losing them to the competition.

 

Yet, for any organization to be able to manage this changing dynamic all aspects of the business must be aligned with the goal of understanding customers, revamping their product and service offerings to match the target customer-value proposition, while redesigning organizational culture, incentives systems and processes accordingly.

 

Today’s executives must develop a holistic view of the principles around which organizations can redesign themselves to tap into the benefits of customer-centricity and gain insight into the issues and solutions associated to such vast organizational change processes.

 

Building a Customer-Centric Organization is a challenging three-day international executive program designed to help executives turn their customer's heterogeneous needs into an opportunity for value creation through the development of concrete capabilities applicable to any organizational setting by evaluating three fundamental aspects within their firms: their customer base, the state of their competition and the technological capabilities and innovation mindset available to them.

 

Target audience

This program has been designed for business executives who strive to transform their companies into customer-driven organizations. The program equips participants from both marketing and non-marketing functions, and B2C or B2B settings, who require a solid understanding of how customer-centricity is best utilized to deliver profitability to their organizations.

 

The program is targeted at, but not limited to, Managing Directors and General Managers, as well as to executives with responsibility in:

• Marketing
• Business Development
• Operations and Systems
• Innovation / New Product Development
• Customer Satisfaction / Quality
• Human Resource Directors

 

 

Programme

The program features several thought-provoking modules that address numerous issues of concern. Topics to be discussed include:

 

Strategic capabilities for customer-centricity
Building a customer-centric organization is appealing but also difficult because it involves profound changes in virtually all the value-adding processes of a firm. Yet the payoff can be enormous. This module examines the fundamental capabilities that a company has to develop in order to become more customer-centric, and offers a comprehensive view of the scope and content of the organizational changes associated to customer-centricity. Special attention will be devoted to the issues associated to connecting front-end and back-end areas of the firm for a fast and efficient adaptation to customer needs.

 

Placing the customer at the center of the innovation process
A key challenge in new product and service development (NPSD) is to match new designs to customer preferences. The growing heterogeneity of demand, the advent of “long tail markets”, exploding product and service complexities and the rise of the creative consumer are making this task more difficult than ever. This module will explore new strategies to navigate NPSD more efficiently by utilizing the firm's periphery for innovation.

 

Focusing on the individual customer relationship
Delivering what customers; value provides competitive advantage in today's business arena. No matter in which sector it finds itself competing in each company needs to focus on the customers point of view not only to improve the customer experience, but also to increase the customers contribution to the business. This module will explore how to determine the value of each individual customer for your business and how to retain the ones that offer the highest value, as well as, switching costs associated with their loss.

 

 

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