liVe virtual program

Leading Customer-Centric Strategies

Boost growth. Become a customer-focused powerhouse.

liVe virtual program

Leading Customer-Centric Strategies

Boost growth. Become a customer-focused powerhouse.

Location liVe virtual

Length 9 weeks including 3 weeks immersive learning

Fee CHF 7,900

Next program starts 6 February 2023

How to become more valuable to your clients

Your goal is to be customer centric. Your future relies on meeting your customers’ needs and desires through your products and services. Yet despite the theory, many companies fail to meet expectations.

So how do you become a customer-focused powerhouse that is hyper-relevant and valuable to your clients? The answer lies in leveraging and integrating three key business dimensions: your strategic marketing, digital transformation and leadership.

You bring your own critical business challenge to the program and apply these different perspectives to your challenge. Guided by expert faculty and supported by peers, you will learn how to achieve alignment and integration across these different functional areas. You will leave with personalized, actionable takeaways to enable deeper customer connection, boosted growth and improved business performance.

Work on your own challenge

Work on your own business challenge and assess the customer-centric maturity of your organization.

Get frameworks and tools

Get strategic frameworks and practical tools to improve on three dimensions.

Develop your leadership skills

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

Learn to redesign customer experience

Discover how to use digital transformation to redesign the experience.

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.

Recent participants include: Director, Strategy & Business Development, Head of Transformation & Digitalization, Senior Client Engagement Manager, Digital Marketing Lead, Director of Client Success, Global Head of partnerships
Industry areas include: healthcare, logistics, supply chain, finance & insurance, manufacturing, IT, automotive

Years Of Experience

Average Age

+10

Industries

+20

Nationalities

Assess your professional profile

Want to know if this is the right program for you? Have your profile analyzed by a Program Advisor, who will provide you with personalized guidance for your career.

Assess your profile

The learning at Leading Customer-Centric Strategies is very applicable and energizing. The case studies and faculty are inspiring.

Hans Nasemann Managing Director APAC, Blanco, Singapore

Your approach to customer-centricity perfectly addresses the challenges I’m currently facing in my organization. I can’t wait to share the learnings with my leadership team.

Nilesh Koul Sr President Marketing – Business Development & Strategic Initiatives, Hindalco Industries, India

This program leaves you motivated and inspired. The balance is right between the different topics. Thanks for a great experience, IMD!

Els van Herewegen Director, IDS Solutions & Digital Strategy, BD Integrated Diagnostic solutions, EMEA

Experience the program

Managing the complexity of customer centricity.

The importance of digital leadership.

Unlocking the full mystery.

Professor Frederic 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.

Professor Katharina Lange

Affiliate Professor of Leadership

Katharina joined IMD as Affiliate 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.

Professor Didier Bonnet

Professor of Strategy and Digital Transformation

Didier Bonnet focuses on digital economics, digital strategy, disruptive innovation, and the process of large-scale digital transformation for global corporations. A globally recognized thought leader on digital transformation, he was a precursor in anticipating the scale and impact of the digital revolution that is now sweeping through our economies. He is also the author of a bestselling book that makes the provocative argument that the next phase of digital technology adoption will make everything that’s happened so far look like a prelude.

Your learning journey

Leading Customer-Centric Strategies provides you with a three-stage approach to increase your firm’s customer-centricity over nine weeks. The program is fully liVe virtual, offering you IMD’s latest, interactive learning experience, accessible from anywhere in the world.

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. You will evaluate areas such as:

How actively you engage with customers
End-to end customer experience
Customer loyalty
Digital transformation as a source of value
Customer data and data integration across channels

With our help, you will then formulate an individualized, customer-centricity challenge.

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.

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

Examples of customer-centric challenges

See key learnings from recent customer-centric projects.

Medtech

Financial services

Manufacturing

Company	International medical technology company – 50,000+ employees
Customer-centric challenge	● Understand the customer’s full diagnostic pathway ● Identify gaps and address potential solutions ● Develop a winning, end-to-end journey for the customer
Actions	● Mobilized resources internally to engage all relevant departments ● Set up a team of experts to map out a customer blueprint with avatars ● Ran working sessions with sales, customer service and clinical teams to build collaboration and gain insights
Key learnings	● Don’t just focus on fixing current gaps. It’s critical to keep the bigger vision in mind ● No-one has the full view internally. Understand how departments interact and impact each other to reduce pain points ● Working with experts on different customer touch points unlocks powerful new insights
What’s next ?	● Feed this initiative into the annual strategy ● Share and adapt learnings for other priority initiatives

Company	International brokerage and financial services group – 15,000+ employees
Customer-centric challenge	● How to enhance digital offering to customers ● Identify customer pain points ● Encourage higher digital engagement
Actions	● Established a customer-focused team to include sales, head of business and clients ● Mapped out internal customers as well as external ones to identify all needs ● Held focus groups and individual conversations with external customers – with a view to learning rather than “selling”
Key learnings	● Customer likes using several providers. Focus on key strengths rather than trying to deliver all products to the customer ● Embed better relationships with smaller customers to focus on the bigger potential ● Clearly display full customer offering so information is more easily accessible
What’s next ?	● Enhance key offerings to build competitive advantage ● Remove barriers to entry for smaller customers

Company	Tool and hardware manufacturer. European headquarters -1,000 employees
Customer-centric challenge	● Identify the real “job to be done” for the end user ● Develop the relationship of trusted adviser rather than simply a tool supplier ● Simplify product offering
Actions	● Set up a network of experts, including a strategy team to clarify what it means to sell online ● Developed a “product selector” filter to collect data insights and better direct the customer ● Enhanced e-commerce and content marketing teams to develop an accurate customer narrative
Key learnings	● Internal buy-in is obtained much more rapidly once you have real customer insights ● Introducing new Gen-Z employees brings access to the latest technologies and methodologies to improve digital presence ● Creating a differentiated, service-based online offering avoids channel conflicts with existing business
What’s next ?	● Continue customer storytelling around the jobs to be done ● Build a network of experts to test new products in small market environments

IMD liVe. Fully-immersive programs for executives.

This program is a liVe virtual learning experience, allowing you to have a fulfilling and fully immersive learning experience from anywhere in the world via state-of-the-art technology. Enjoy real-time, highly interactive and engaging participation. Connect with our world-class faculty and globally based peers through built-in collaboration tools for maximum interaction.

Discover IMD liVe virtual programs. Real Learning. Real Impact. One click away.

Next start & fee

Dates

6 Feb – 20 Apr 2023

Location

liVe virtual

Length

9 weeks including 3 weeks immersive learning

Price

CHF 7,900

Apply