Customers are more empowered than ever before, due to a global marketplace, social networks and the rise of mobile. As a result, the pace of business is changing how businesses are led, develop strategy and build their customer focus. Ultimately, it is those who rise to the challenge and create a robust customer-centric strategy that succeed.
In this program, Kellogg’s world-class faculty and practitioners will show you the approaches to leading with less formal authority, managing ecosystems, developing innovations, gaining a deeper understanding of customer strategy, achieving growth through greater focus, building meaningful brands and creating extraordinary total customer experiences.
Understanding the growing influence of customer focus on organizational success
Learning to overcome obstacles to creating a truly customer-focused organizational culture
Gaining a deeper and shared understanding of customers
Creating innovative value, compelling differentiation and focus in global markets
Managing ecosystems to deliver customer value
Creating superior customer experiences
Leading organizational change to achieve the rewards of customer focus
Customer-Focused Culture and Leadership
The beliefs and cultural values of truly customer-focused organizations
The power of customers to create organizational purpose
Leading organizational renewal, fostering innovation and change
The role of leadership in inspiring people and unleashing potential
Growth through Customer-Focus
Understanding overlooked value in consumer and business markets
The challenge of achieving focus in global markets
Identifying opportunities for growth and differentiation
Developing compelling value propositions that deliver value and differentiation
Building Brands with Meaning
Understanding how the customer experience affects the competitive value of a brand
Assessing specific strengths and weaknesses of the customer experience
Identifying opportunities for improvement and innovation
Creating brands that are differentiated by authentic meaning
Delivering Value to Customers
Creating powerful customer experiences
Managing the ecosystem to create value for buyers
Aligning the organizational structure and incentives
Who should attend
General managers and organizational leaders who are responsible for the cultural development and transformation of a customer-focused organization
Senior leaders in marketing, sales, strategic planning and operations
Customer experience, engagement, and perception management leaders
Sanjay Khosla is a Senior Fellow at the Kellogg School of Management, Northwestern University and a Senior Advisor at Boston Consulting Group.
Sanjay was President, Developing Markets at Kraft Foods (now Mondelez International) from Jan 2007 to March 2013, responsible for 65,000 people in over 6...
Florian Zettelmeyer is the Nancy L. Ertle Professor of Marketing at the Kellogg School of Management at Northwestern University. He also founded and directs the Program on Data Analytics at Kellogg, the school's Big Data and Analytics initiative.
Prior to his appointment at Kellogg he was an As...
Gregory Carpenter focuses on understanding how firms create competitive advantage through marketing strategy. Based on award-winning research, his recent book, Resurgence: The Four Stages of Market-Focused Reinvention (Palgrave Macmillan, 2014), examines how firms transform their culture, regaini...
James C. Anderson is the William L. Ford Professor of Marketing and Wholesale Distribution, and Professor of Behavioral Science in Management at the Kellogg School of Management, Northwestern University. Professor Anderson joined the faculty of the Kellogg School in 1984 as an assistant professor...
Julie Hennessy is a Clinical Professor of Marketing at the Kellogg School of Management at Northwestern University. Professor Hennessy's MBA and Executive teaching focuses on the development of Marketing Strategies to enhance long-term competitive advantage and profitability. She works frequently...
Eric Leininger joined the Kellogg School faculty full time in September 2010, coming from McDonald's Corporation, where he was corporate senior vice president since 2004. He has been an affiliated faculty member since 1997.
With Professor Gregory Carpenter, Eric leads The Kellogg Chief Marketing...
Eric T. Anderson is the Hartmarx Professor and former Chair of the Marketing Department at Northwestern University, Kellogg School of Management and Director of the Center for Global Marketing Practice. He holds a Ph.D. in Management Science from MIT Sloan School of Management and previously hel...
Lisa Fortini-Campbell’s career has been focused on helping students and executives bring the customer to the center of their marketing and product development work. After receiving her Ph.D. in 1980, she worked in the advertising industry until 1991, in positions in market research, Account Plann...
Thomas F. O'Toole is Clinical Professor of Marketing and Senior Fellow at the Kellogg School of Management of Northwestern University. At Kellogg, he is engaged in advancing the development, practice and teaching of subjects including: the development and use of data analytics for business advanc...
More than 25 years of experience in marketing at Procter & Gamble, including seven as Global Marketing Officer. Highly respected as a thought leader in the marketing industry, and widely known for leading innovation and for a commitment to building leading-edge marketing capabilities. Current...
All school and university names, program names, course names, brochures, logos, videos, images, and brands are property of their respective owners and not Coursalytics. All school and university names, program names, course names, brochures, logos, videos, images, and brand references used in this website are for identification and informational purposes only. Use of these school and university names, program names, course names, brochures, logos, videos, images, and brand references does not imply endorsement by, sponsorship by, or affiliation with the underlying school or university.