The Customer Focused Organization: Leadership, Strategy, and Implementation

Manage the Total Customer Experience

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

Lisa Fortini-Campbell

Organizations 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 “outstanding customer experience” is that their company intends to deliver, and then acts to build this experience for customers.

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 11-14, 2013	$6,300
May 12-15, 2014	$8,300
November 10-13, 2014	$8,300

Program Materials

Brochure

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Application

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Who Should Attend
Key Benefits
Program Content
Faculty

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:

Communicate to others in your company what a truly customer-focused company is and how to become one
Understand how customers experience an organization’s products and services—and the impact customer experience has on retention,perceptions of your brand, and competitive advantage
Drive the customer value proposition throughout an organization thereby converting the company’s intended brand into a real and valued brand in the mind of the customer
Understand the issues involved in leading the change to customer focus—gaining support, dealing with resistance, communicating the opportunities and challenges, and having the patience to accept the time it takes to achieve momentum

The Leader's Customer Focused Agenda—Key Steps

The Leader's role in creating a customer focused organization:

Vision—where the company needs to go
Mission—why the company needs to go there
Values—how people are to behave in their dealings with customers, suppliers, partners and each other
Method—how one organizes to achieve customer focus

Leading and Managing the Change to Customer Focus

Determining the degree of involvement
Sequencing the change steps
Using the customer to inspire employees to change

The Nature of a Truly Customer Focused Organization—The Goal

Aligning 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
Making the target customer the focus of every decision
Evaluating the progress one's company is making toward customer focus

The Nature of a Customer Focused Strategy

Effective segmentation, targeting and positioning
Selecting customer to whom the organization can deliver a valued experience
Co-developing the value offering with the customer

Understanding the Customer Experience

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

Implementing a Customer Focused Strategy

Effective segmentation, targeting and positioning
Selecting customers to whom the organization can deliver a valued experience
Co-developing the value offering with the customer

Robert Dewar - Academic Director; Associate Professor of Management & Organizations

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

Gregory Carpenter - James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

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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The Customer Focused Organization: Leadership, Strategy, and Implementation

Manage the Total Customer Experience

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