About this Course

Despite the recognition of the importance of customer centricity, majority of the companies that tried to be customer-centric have failed in the process. What are the driving forces behind the need for customer centricity? What are the strategic advantages of customer centricity? What is the essence of customer centricity? Why is a customer-centric culture so difficult to implement?

In this course, we will examine the role of marketing in anticipating, shaping and exceeding customer expectations. We will delve into the core of customer centricity and review the pillars of customer-centric marketing. We will answer the ultimate question – how do you become your customer's choice? And how do you continue to hold that position and retain your customers? A systematic analysis of the nine necessary steps in implementing a customer-centric culture will be presented.

Learning Outcomes:

• Design a customer-centric organisation for better customer retention
  
• Attain the strategic advantages of a customer-centric organisation
  
• Use customer-centricity marketing for profitability
  
• Become and remain your customer’s choice
  
• Anticipate, shape and exceed customer expectation to long-term customer retention
  
• Analyse customer profitability and retain profitable customers
  
• What to do with non-profitable Customers
  

Course Outline:

Rising of the Customer Centricity Organisation

• Progressing from Product-Centric to Segment-Centric to Customer-Centric
  
• What Is Customer-Centricity?
  
• The Strategic Advantage of Customer-Centricity
  
• Defining Customers
  

The Customer-Oriented Framework of Marketing

• Marketing: Pre-selling
  
• Sales: Selling
  
• Customer Service: Post-Selling
  

Becoming Your Customer's Choice

• Anticipating Customer Expectations
  
• Shaping Customer Expectations
  
• Exceeding Customer Expectations
  

The Pillars of Customer-Centric Marketing

• The Four A's of Marketing
  
• Education
  
• Activation
  
• Responsiveness
  
• Reinforcement
  
• Value-Added Offerings
  
• Retention
  

Why Is It So Difficult to Become Customer-Centric

• Analysing Customer Profitability
  
• Market Forces
  
• Cost Reduction as a Short-Term Fix
  

How to Become a Customer-Centric Organisation

• Nine Steps in Implementing Customer-Centric Culture
  
• Transformational Leadership
  
• Necessary Investments
  
• Overcoming Challenges
  

Who Will Benefit?

• Organisational executives
  
• Marketing managers
  
• Sales managers
  
• Customer service managers
  
• Entrepreneurs
  
• Professionals
  

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