Program Overview
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 build their own winning customercentric
strategy and outperform their competition.
Program Objectives
This international program equips executives with the latest thinking and cutting-edge
strategic insights to help them build a successful customer-centric organization.
Participants will develop a sound understanding of how to:
• Analyze the impact of customer centricity on revenues, profitability and growth.
• Understand the organizational implications of customer-centric strategies
and the changes that need to be made.
• Structure their organization by customer segments that establish ownership
of the customer experience.
• Delight their customers by delivering value propositions that competitors can
not match.
• Achieve customer satisfaction by understanding and adapting to customer
needs rapidly and efficiently.
• Identify and exploit all customer channel’s .
• Measure customer value for long-term profitability.
• Implement a customer-focused culture within their organization.
• Innovate by improving the value propositions offered to customers.
Program Structure
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 backend
areas of the firm for a fast and efficient adaptation to customer needs.
Silvia Gutiérrez
International Business Development Manager at Johnson & Johnson
Medical, Madrid, Spain
“Teachers at IE Business School transmitted more than their expertise and knowledge
in the subject, creating a dynamic and fulfilling learning atmosphere in the class.”
International executive programs
Building a Customer-Centric Organization
Outperforming your Competition in Profitability
General Information
Price: €3,800
Location: Madrid, 21, 22 and 23 of October, 2009 and March 2010
For further information, please contact:
Karen Hobbs
International Executive Program Manager
María de Molina, 27
28006 Madrid, Spain
Tel.: +34 91 568 97 64 / 96 69
Karen.Hobbs@ie.edu
www.execed.ie.edu/internationalprograms
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 customer’s
point of view not only to improve the customer experience, but also to increase the
customer’s 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.
Who the Program is Designed for
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.
Jurriaan Leijder
Managing Consultant at Capgemini, Utrecht, The Netherlands
“Programs are a lively experience between professors and participants, they provide
the knowledge and stimulate your thoughts to make you move a step forward in a
competitive business world.”
21
To view a Ceros magazine you need to have JavaScript enabled in your browser and have the flash player 8 or higher installed. To install the latest flash player, click the icon above, install the flash plugin and then click here to refresh this page.