Driving Growth Through Customer Centricity

Customer centricity can lead to more satisfied customers, increased loyalty, higher revenues and a more profitable company. In this executive programme, you will experience what you need to define a truly customer-driven strategy and to execute it by focusing on these 5 challenges:

• How to create solutions your customers truly value?
• How to define the most effective customer journey?
• How to organise for customer centricity?
• How to capture higher profits from your customer orientation?
• How can (big) data enhance all of the above?

WHY THIS PROGRAMME?

What is the added value of following the programme 'Driving Growth through Customer Centricity'?

By participating in this programme, you will:

• Learn how to create solutions your customers truly value
• Be able to define the most effective customer journey
• Gain insights into organising for customer centricity
• Learn how to capture higher profits from your customer orientation
• Understand how big data may further enhance your customer focus
• Be inspired by B2B, B2C, B2B2C examples in product-focused and/or services-focused industries that illustrate how to put the programme’s concepts into practice

DETAILED PROGRAMME

This 4-day programme helps you develop the necessary insights for gaining competitive advantage in the market. We discuss theoretical concepts and insights as well as case studies, techniques and practical examples to bring theory to life and better understand the power of putting the customer in the centre of your organisation. Top-level faculty − representing a mix of professors and expert practitioners − guide you through this programme. You also share experiences with your fellow participants and practitioners, who share their business cases with you.

The programme 'Driving Growth through Customer Centricity' consists of 5 modules:

Module 1: Customer-driven innovation

• How to connect to your customers during the innovation process
• Developing products and services for the wider customer needs
  
• Co-creation best practices from product and service industries

Module 2: Better customer understanding

• A 360 degree customer view? Where do you start?
• From customer data to customer insights: improving marketing decision-making
• Personalising communication and marketing campaigns using predictive analytics

Module 3: Customer Journey Thinking

• Learn and exercise the essential questions and approaches to conceptualise your business from a customer decision journey perspective
• Gain insights into customer psychology that offer deep-dive perspectives for applying your customer journey thinking, and that can enable you to be a game-changer in your customer approach
• Learn how digital technologies can be used to generate ‘value for the customer’ and ‘value for the company’ simultaneously
• Experience how digital technology can be used to create a competitive advantage in ‘how’ you bring a given product/service to the customer
• Be inspired by real-life examples of successful customer journey approaches driven by Artificial Intelligence (AI), Big Data, Augmented Reality, etc.

Module 4: A customer & innovation-focussed culture

• How to identify & overcome cognitive cultural patterns in organisations
• How to turn boredom, resistance and protection into customer curiosity, awareness and thrill
• How to fly on the wings of surprise, discontinuity and intuition

Module 5: Capturing value through innovative pricing

• Defining a pricing strategy in line with your company objectives
• Maximising the value of the interaction with your customers
• How start-up pricing can inspire established companies