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LIMRA International

Customer-Centered Design for Competitive Advantage

Nov 6—7, 2019
2 days
Chicago, Illinois, USA
USD 4800
USD 2400 per day

How it works


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Companies across all industries strive to consistently delight their customers in each step of their journey. This “working lab” program, using a series of team-based application exercises, provides and reinforces a proven methodology to stimulate and execute customer-centered innovations to unleash latent and profitable growth. It also addresses how organizations can implement this approach in an agile way — using constant experimentation to mitigate risks inherent in disruptive innovations and adopt a bias toward action. For maximum benefit, you are encouraged to attend with multiple members of your team.

Learning Objectives and Program Impact

  • Broaden your perspective on what innovation means in the context of customer experience.
  • Learn and apply concrete, practical tools for customer-centered design and agile experimentation.
  • Develop specific, disruptive business ideas and smart experiments to tap opportunities in your company.
  • Understand common objections that cause resistance to change — and how to overcome them.

Sample Agenda

Day 1:

  • Customer-Centered Design Methodology
  • Industry Overview: The Current State of Customer Experience Management
  • Customer Insight Concepts, Tools, and Best Practices
  • Live Customer Interview and Experience Diagnostic
  • Driving Customer Experience Throughout the Journey: Disruption = Art of the Possible x Customer “Pain”

Day 2:

  • Brainstorming Tools and Practice
  • Approaching Innovative Business Ideas in an Agile Way
  • Customer Experimentation and Bias Toward Action: Concepts, Prototypes, and Pivots
  • Key Assumptions and “Deal Breakers” to Overcome
  • Group Presentations: “Pitch Back to the Team”
  • Managing “Mother Ship” Issues in the Home Office

Who should attend

  • Leaders in all roles who seek to build a dynamic understanding of today’s rapidly evolving customers
  • Leaders in areas responsible for driving customer-centered innovations (e.g., marketing, distribution, customer service, IT, data science, and product development)
  • Teams of three or more individuals from the same company who will benefit from learning and practicing a shared methodology


Rick Kolsky has spent more than 35 years helping companies take marketing to the bottom line and view the world from the customer’s perspective. As President of Kolsky & Co., he focuses on using action-learning to convert many of today’s “fads” from buzzwords to reality. Rick is an Adjunct Pr...

Next dates

Nov 6—7, 2019
2 days
Chicago, Illinois, USA
USD 4800
USD 2400 per day

How it works

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