The Customer-Focused Organization: Leading Transformation

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.

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)

Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department

Sanjay Khosla - Senior Fellow and Adjunct Professor of Marketing

Eric Leininger - Clinical Professor of Executive Education

Thomas O'Toole - Senior Fellow and Clinical Professor of Marketing, Kellogg School of Management

Joel K. Shapiro - Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg

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

2018 Sessions

October 29 - November 1, 2018

Start: October 29 at 1:00 PM

End: November 1 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

2019 Sessions

May 13-16, 2019

Start: May 13 at 1:00 PM

End: May 16 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

October 28-31, 2019

Start: October 28 at 1:00 PM

End: October 31 at 12:00 PM

Evanston campus


Fee includes lodging and most meals

Kellogg School of Management

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