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Kellogg School of Management

The Customer-Focused Organization: Leading Transformation

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Next dates

May 13—16
4 days
Cook County, Illinois, United States
USD 8100
USD 2025 per day
Oct 28—31
4 days
Cook County, Illinois, United States
USD 8100
USD 2025 per day

Description

Create a sustainable customer-focused strategy

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.

Key Benefits

  • 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

Program Content

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

Experts

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...

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