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The Customer Focused Organization: Leading Transformation in the Digital Age

Manage the Total Customer Experience

Previously named The Customer-Focused Organization: Leadership, Strategy, and Implementation

Lisa Fortini-Campbell Globalization, the growth of social networks, and the proliferation of mobile computing have transformed how firms and customers communicate, but these same forces are creating another, less obvious transformation: More powerful customers, more volatile competition, and more global markets are transforming how firms are led, develop strategy, and the customer-focused culture firms need ultimately to succeed.

Drawing from Kellogg’s world-class faculty and thought leaders who have created and led customer-focused organizations, you’ll learn successful approaches to managing ecosystems, developing innovations, gaining deeper understanding of consumers, achieving growth through greater focus, building brands that play a meaningful role in consumers’ lives, and creating extraordinary customer experiences.

Download a Brochure

Upcoming Sessions

  • Apply Online
    November 14-17, 2016
    Fee includes lodging and most meals
  • Apply Online
    May 22-25, 2017
    Fee includes lodging and most meals
  • Apply Online
    November 6-9, 2017
    Fee includes lodging and most meals
  1. General managers and organizational leaders who are responsible for the cultural development and transformation of a customer-focused organization
  2. Senior leaders in marketing, sales, strategic planning and operations
  3. Customer experience, engagement, and perception management leaders
  1. Understanding the growing influence of customer focus on organizational success
  2. Learning to overcome obstacles to creating a truly customer-focused organizational culture
  3. Gaining a deeper and shared understanding of customers
  4. Creating innovative value, compelling differentiation and focus in global markets
  5. Managing ecosystems to deliver customer value
  6. Creating superior customer experiences
  7. Leading organizational change to achieve the rewards of customer focus
Customer-Focused Culture and Leadership
  1. The beliefs and cultural values of truly customer-focused organizations
  2. The power of customers to create organizational purpose
  3. Leading organizational renewal, fostering innovation and change
  4. The role of leadership in inspiring people and unleashing potential

Growth through Customer-Focus

  1. Understanding overlooked value in consumer and business markets
  2. The challenge of achieving focus in global markets
  3. Identifying opportunities for growth and differentiation
  4. Developing compelling value propositions that deliver value and differentiation

Building Brands with Meaning

  1. Understanding how the customer experience affects the competitive value of a brand
  2. Assessing specific strengths and weaknesses of the customer experience
  3. Identifying opportunities for improvement and innovation
  4. Creating brands that are differentiated by authentic meaning

Delivering Value to Customers

  1. Creating powerful customer experiences
  2. Managing the ecosystem to create value for buyers
  3. Aligning the organizational structure and incentives
Gregory Carpenter - Academic Director; James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

Eric T Anderson - Hartmarx Professor of Marketing; Director of the Center for Global Marketing Practice

James Anderson - William L. Ford Professor of Marketing and Wholesale Distribution

Robert Cancalosi - Director of Customer Executive Education, General Electric Company

Lisa A Fortini-Campbell - Adjunct Professor of Executive Education

Sanjay Khosla - Adjunct Professor of Executive Education

Eric Leininger - Clinical Associate Professor of Executive Education; Associate Director of the Kellogg Markets & Customers Initiative (KMCI)

Jim Stengel - President/CEO, The Jim Stengel Company; Former CMO, Procter & Gamble

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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LEARN ABOUT | Negotiation | Leadership | Brand Management | Data Analytics

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