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Developing and Executing a Customer-centric Strategy

Fee:

$1,995

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Provider:
AMA (American Management Association International)

Topic(s):
Customer Service & Sales > Customer Relations

Who Should Attend?
Decision-makers and leading executives across functional areas including senior VPs; VPs; directors of operations; strategic planning professionals; directors of sales, marketing and customer service

• Customer Service Excellence: How To Win and Keep Customers

Full Seminar Description

What’s your organization’s customer-centric IQ?

Without a customer-centric strategy and a high score on customer focus…your company is in danger of lowering its bottom line! Winning companies are those who have a strong customer-centric strategy and a growing level of customer loyalty. Not just a theory of good customer service…but a total organizational, customer-focused strategy built around customers’ needs. Why not join the winner’s circle by structuring a corporate plan that enhances the total customer experience!

Who Should Attend

The seminar is designed for decision makers and leading executives across functional areas including senior vice presidents, vice presidents, directors of operations, strategic planning professionals, directors of sales, marketing and customer service and all others involved in developing the total customer experience through the right customer-centric strategy.

How You Will Benefit

• Increase revenues from existing customers for greater corporate performance
• Sell products at higher margins, minimizing the commoditization of your goods and services
• Increase employee morale for better execution of strategy
• Reduce customer defections and tap into new customer segments
• Build short- and long-term customer-centric strategic plans
• Increase customer satisfaction, mind share, referrals and repeat business
• Gain a sustainable competitive advantage through your customer-centric strategy

What You Will Cover

• What is a customer-centric organization?
• Differentiating customer-centric companies from the rest of the pack
• Learning the basics of customer segmentation—what you love, what you keep and what you let go
• Employing an operational approach to building your action plan
• Developing people and processes to deliver a winning customer experience
• Achieving a “listening organization” by establishing and keeping a dialogue with customers
• Measurements for success—performance indices that ensure maximum revenue from customer centricity

Extended Description

Learning Objectives

• Define a Customer-Centric Strategy and Its Benefits
• Identify the Difference between a Product/Service Strategy and a Customer-Centric Strategy
• Understand the Complete Scope of Developing and Implementing a Customer-Centric Strategy
• Recognize Customer-Segmentation Methodologies as They Relate to Customer-Centric Strategic Planning
• Understand Customer-Experience Development Methodologies
• Identify the Required Changes within the Organization to Successfully Launch a Customer-Centric Strategy
• Link Your Customer-Centric Strategy to the Everyday Business Activities of Each of the Organization’s Departments
• Create Measurements and a Monitoring Plan to Ensure the Strategy’s Success
• Create an Action Plan to Develop a Customer-Centric Strategy

Reality Check—Our True Relationship with Customers

• Learn the Reasons for the Failure of Customer Initiatives and Why Customer Loyalty and Satisfaction Have Reached Their Lowest Levels
• Understand the Current Status of the Company-Customer Relationship
• Recognize the Conflict between Product Strategies and Customer Strategies
• Recognize the Central Importance of Customer Strategies
• Take the Company-Customer Aptitude Test to Assess the Current Situation

Customer-Centric Strategy Overview

• Define What a Customer-Centric Strategy Is
• Differentiate between Customer-Centric Companies and the Rest of the Pack
• Learn How to Set the Right Priorities to Become a Customer-Centric Organization
• Understand the Basic Architecture of a Customer-Centric Strategy
• Develop a Mission Statement and Corporate Objectives to Launch Customer-Centric Strategy

Developing Customer Experiences and Relationships

• Learn the Basics of Customer Segmentation
• Conduct a Relationship Analysis
• Define the Roles of Both Customer and Corporation
• Understand the Dynamics of Experiences and Relationships
• Map the Customer Experience
• Develop the Customer Experience

Organizational Development—Part 1

• Understand How Customer Experiences and Relationships Are Created
• Learn the Basics of Building an Experience-Based Organization
• Identify Characteristics of the Right People to Hire
• Understand the Principles of Training and Empowerment
• Recognize Organizational Processes That May Conflict with Implementing an Enterprise-Wide, Customer-Centric Strategy

Organizational Development—Part 2

• Create a Customer-Centric Performance Evaluation and Compensation Plan
• Gain Insight into Classical Pitfalls and How to Avoid Them
• Identify Processes That Conflict with Your Customer-Centric Strategy
• Learn What Tools Are Required to Successfully Implement the Strategy
• Identify a Team to Create the Cultural Change and Lead the Strategy

Delivering the Relationships—Customer Dialogue

• Build a Customer Dialogue
• Develop Listening Methods
• Develop a Customer Idea Management System
• Improve Methods to Provide Feedback to Customers
• Deal with Complaints and Negative Interactions
• Understand the Dynamic Nature of the Relationship
• Recognize the Trends That Can Alter the Relationship
• Identify Relationship Alternatives

Measurements for Success

• Develop Measurements to Justify a Customer-Centric Strategy
• Build a Customer-Experience Index
• Define the Metrics and Scorecards to Track the Success of the Strategy
• Apply Measurements to Each Department in the Organization
• Build Long-Term View into the Strategy
• Learn Best Practices of Customer-Experience Measurements

Starting Tomorrow—Action Plan

• Assess Your Current Position and Gaps in Your Desired Strategy
• Create an Action Plan for Tomorrow
• Learn How to Engage the Whole Organization
• Determine Where to Start

Sponsor Background:

• provide comprehensive, hands-on training that is of practical use when you return to the job
• focus on need-to-know specifics, relevant to the demands of global business today
• offer the expertise and personalized attention of top-ranking instructors
• facilitate your career development and business savvy

Whether you're looking for a solid foundation of business fundamentals or strategies to help you seize growth opportunities for your company, AMA offers expert instruction to help you:

• manage your priorities effectively
• cultivate more productive working relationships
• increase your on-the-job value
• align your skills with marketplace demands
• bring out the best in people, processes and yourself

Cancellation and Refund Policy

If you cannot attend a seminar you may contact AMA in advance to transfer to a future session, or can send someone to take your place. If you need to cancel your attendance, AMA will give you a complete refund if you cancel more than three weeks before your seminar begins. To cancel, simply call. If you cancel with less than three weeks' notice, you will be liable for the entire seminar fee, however you may request a courtesy transfer to use at any future AMA seminar of equal or lesser value. The courtesy transfer must be used within one year of the date of your originally scheduled seminar. In fairness to all attendees, if you do not attend a seminar session for which you are confirmed, and do not cancel with a minimum of three weeks’ notice as described above, you will be charged the entire seminar fee.

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