The Customer-Focused Organization: Leading Transformation in the Digital Age

Manage the Total Customer Experience

You know that customer-focused companies deliver superior performance. How can you, as a leader, redirect a company that’s fixated on keeping the wheels of commerce running efficiently, or ensuring compliance with previously successful policies? This practice-focused program will help you plot specific steps you can take, beginning with defining your company’s customer-focus end state, developing a complementary marketing strategy and designing the organization to implement that strategy.

Guided by our expert faculty, you’ll explore how to segment and target the right customers and develop valuable offerings specific to them. You’ll learn how the total customer experience impacts brand value and the importance of ingraining in all employees, regardless of position or function, a deep appreciation of your customer-focused strategy and a corresponding commitment to align their performance with it.

Gregory Carpenter / Academic Director


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

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


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 Participants Say

“Information, inspiration, the latest management trends, and the tried and tested--that's why I come to the Kellogg Executive Program, and that's what I get every time.”
Marcom Manager, Radiometer

“Very practical and relevant, and a necessary tool for the 21st century marketing manager seeking an exceptional customer-focused experience.”
Regional Manager, Business Banking (North Region), Fidelity Bank PLC

Personal Consultation

Please email or call us if you would like a personal consultation

Upcoming Sessions

November 14-17, 2016

Start: November 14 at 3:30 PM

End: November 17 at 11:45 AM

LOCATION: Evanston campus


Fee includes lodging and most meals

May 22-25, 2017

Start: May 22 at 3:30 PM

End: May 25 at 11:45 AM

LOCATION: Evanston campus


Fee includes lodging and most meals

November 6-9, 2017

Start: November 6 at 3:30 PM

End: November 9 at 11:45 AM

LOCATION: Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208