Executive Education

Marketing and Sales >  Managing Customer Relationships

Managing Customer Relationships for Profit

As products become less differentiated and demand growth slows, the profitability of a firm increasingly depends on its ability to find, grow, and keep the most valuable customers. This program helps senior marketing, IT, and operations executives to design and implement successful customer relationship management strategies for their organizations. The program offers a cross-functional and technology-enabled perspective on managing customer relationships for profit.

Representing a fundamentally different approach to marketing, the program takes a holistic view of customer relationship management by including concepts from marketing analytics, technology management, organization design, and change management.

Participants will learn state-of-the-art techniques for acquiring new customers, enhancing the value of existing customers, retaining profitable customers, and maximizing customer profitability in consumer as well as business-to-business settings. Participants will leave with actionable insights into customer life-cycle management, customer lifetime value measurement, and customer profitability measurement.

View the faculty

Format
Case studies, group discussions, and exercises complement the frameworks presented by the Kellogg School faculty.

Who Should Attend
Find out who should attend Managing Customer Relationships for Profit, and what past participants have said about the course.