Aligning the dimensions of customer-centricity for growth

Would your customers say that you are truly customer-centric? Much like solving a Rubik’s Cube® *, the key to genuine customer centricity is aligning multiple business dimensions.

In today’s hyper competitive environment, customer-centricity has become a must-have to survive and thrive. And yet, the vast majority of firms fall short of consistently meeting their customers’ expectations.

Effective customer-centricity relies upon the seamless interplay and alignment of cross-functional business dimensions – the Rubik’s Cube of customer-centricity: strategic marketing, digital transformation, and leadership.

In this program you will learn how the different pieces connect, how to achieve alignment across these key dimensions, and how to pragmatically deliver true customer-centricity to set your business apart.


Gain a deep understanding of the three different facets of customer-centricity


Get strategic frameworks and practical tools to improve on each dimension

leadership behaviors

Develop the specific leadership behaviors for effective customer-centricity across your organization

Digital transformation

Discover how to use digital transformation to redesign the experience

Integrate all dimensions

Understand how to integrate all three dimensions: strategic marketing, digital transformation and leadership

Your personalized learning journey

Leading Customer Centric Strategies is a fully liVe virtual program, offering you IMD’s latest, interactive learning experience, accessible from anywhere in the world.

Three-stage program to increase your firm’s customer-centricity over 9 weeks: 
1. Tailored Onboarding: Over the first 3 weeks, while at work, you will take a deep dive into your organization and assess the maturity of your firm’s customer-centricity. With our help, you will then formulate an individualized “customer-centricity challenge”.

2. Immersive Learning: Using the latest interactive and immersive learning technologies, the program delivers 24 hours of Virtual liVe learning over the course of 3 weeks. You will understand the crucial linkages between each
dimension of customer-centricity, digitization, and leadership.

3. Transformative Landing: We ensure the program translates into impact and results once you are back full-time at work. You will practice these learned principles, and apply them directly to your business, supported by coaching and group debriefing. Depending on your challenge you will end the program either with a specific change to implement, an experiment to set-up or a convincing proposal.

Work on your customer-centric challenge
Peer to peer learning in small group settings
Coaching and group debriefing
Tracked progress with personalized feedback
You and your class

You are a manager with at least 10 years of experience, looking to steer your organizations towards improved customer-centricity as a means to deliver better growth outcomes. You have leadership responsibility, and experience in a market-facing function with external customers.

Your class is carefully selected to ensure an impactful experience with a diverse group of global peers. Your network of peers will become a trusted resource as you continue to leverage learnings after the program.

Benefit from faculty expertise and research

Frédéric Dalsace - Professor of Marketing and Strategy

Frédéric Dalsace is a Professor of Marketing and Strategy at IMD. Prior to that, he spent 16 years as a Professor at HEC Paris, where he held the Social Business / Enterprise and Poverty Chair presided by Nobel Laureate Prof. Muhammad Yunus. Prior to his academic life, Frédéric accumulated more than 10 years of experience in the business world, both with industrial companies (Michelin and CarnaudMetalbox), and as a strategy consultant with McKinsey & Company.

Katharina Lange - Professor of Leadership

Katharina Lange joined IMD as Professor of Leadership in September 2019. She has taught executives globally, specializing in self-leadership and cross-cultural team leadership in times of Change.

Before joining IMD, Katharina led the Office of Executive Development at Singapore Management University (SMU). Being at SMU since 2013, she directed Open Programs such as ALPINE (Asia Leaders Program in Infrastructure) or the J&J Hospital Management Program. For Custom Programs, she designed, directed and taught for clients such as Maersk, UTC Carrier, Otis, Sumitomo, Mondelez, Barclays, Johnson & Johnson, Sanofi-Aventis, Bayer, Infineon, Shangri-La, IBM, Pernod Ricard and the Abu Dhabi Distribution Company (UAE).

Didier Bonnet - Affiliate Professor of Strategy and Digital Transformation

Didier Bonnet areas of expertise cover digital economics, digital strategy, innovation and the process of large-scale digital transformation for global corporations. He is also a strategy consultant and EVP with Capgemini Invent, where he leads the digital transformation practice. He has more than 30 years' experience in strategy development and business transformation for global clients and has worked in over 15 countries.

Next start & fee
9 weeks including 3 weeks immersive learning

liVe virtual

CHF 7,900


liVe virtual

CHF 7,900

*RUBIK’S CUBE® is a registered trademark owned by Rubik’s Brand Ltd. This trademark is quoted for educational
purpose only and is not intended to suggest sponsorship or endorsement by Rubik’s Brand Ltd.


IMD complies with applicable laws and regulations, including with respect to international sanctions that may be imposed on individuals and countries. This policy applies to all applications for IMD programs from individuals or organizations, and any commercial or non-commercial partnerships.

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