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The Customer Focused Organization: Critical Steps in Achieving and Sustaining Focus

Manage the Total Customer Experience

Lisa Fortini-CampbellOrganizations focused on their customers consistently outperform their competition. These companies carefully segment their customers, develop a specific value offering for their target customers and deliver an outstanding customer experience. In these organizations everyone, regardless of position or function, knows what the customer strategy means for his or her job and makes decisions consistent with this strategy.

But how does one transform a company to focus on its customers when it is fixated on keeping its machines running efficiently or on making sure everyone complies with previously successful policies and practices?

This program will develop key steps a leader takes beginning with a clear definition of the customer focus end state, the development of a marketing strategy, and the organization’s design to support the strategy. The program also discusses various change methods contingent on the company’s starting point and the mind-set of its senior management.
Upcoming Sessions (Fee includes lodging and most meals)
Session Date Cost
November 4-8, 2012 $8,100 Apply
May 13-17, 2013 $8,300 Apply
November 11-15, 2013 $8,300 Apply

Program Materials

If you are an executive with the responsibility to initiate or enhance your company’s focus on its markets and customers or a key player in the development and implementation of such initiatives, this program is designed for you. Past attendees have included general or group managers, directors of strategic planning, heads of major functions, senior marketing managers as well as heads of customer experience and perception management.

 

During this program, you will learn to:
  1. Communicate internally what a truly customer focused company is and how to become one
  2. Understand how customers experience an organization’s products and services—and the impact customer experience has on retention, brand image and competitive advantage
  3. Drive the target market value proposition throughout an organization thereby converting the company’s intended brand into a real and valued brand in the mind of the customer
  4. Co-create products and services with the customer
The Nature of a Truly Customer Focused Organization—The Goal
  1. The alignment of structure, information and decision support systems, culture, incentives and human resource policies and practices with the target customer value proposition to produce the intended customer value experience
  2. Making the target customer the focus of every decision
  3. Evaluating the progress one’s company is making toward customer focus

The Nature of a Customer Focused Strategy
  1. Effective segmentation, targeting and positioning
  2. Selecting customer to whom the organization can deliver a valued experience
  3. Co-developing the value offering with the customer

Understanding the Customer Experience
  1. Understanding how the customer experience impacts the competitive value of the brand
  2. Assessing specific strengths and weaknesses of the customer experience and identifying opportunities for improvement and innovation

The Leader’s customer focused agenda—Key steps
  1. The Customer Focus Decision Journey—critical decisions that must be made
  2. The Leader’s role in creating a customer focused organization:
    1. Vision—where the company needs to go
    2. Mission—why the company needs to go there
    3. Values—how people are to behave in their dealings with customers, suppliers, partners and each other
    4. Method—how one organizes to achieve customer focus
Robert Dewar - Academic Director; Associate Professor of Management & Organizations; Co-Chair of Management & Organizations Department

Lisa A Fortini-Campbell - Academic Director; Lecturer of Executive Programs

Stephen Burnett - Professor of Management & Strategy

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership

Mohanbir Sawhney - Robert R. McCormick Tribune Foundation Clinical Professor of Technology; Director of the Center for Research in Technology & Innovation

What Past Participants Say

  • "Excellent blueprint for driving strategic and organizational change to implement a market-focused culture."
    - VP of Marketing, Business Markets, Sprint
  • "Dynamic program that offers many options to create a market-focused organization across all levels of your company."
    - Director of Market Development, Aventis Behring
  • "Focused and practical. I can apply the learning immediately."
    - Business Development Manager, John Deere Construction and Forestry Division

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