You are here

Customer-Centric Strategies for Profitable Growth

Customer Centric Strategies for Profitable Growth

Overview

Transitioning from product centricity to customer centricity requires more than just rewriting a vision statement. Getting it right requires you to focus on developing strong relationships with the right customers instead of purely developing and marketing the right products.

During Customer-Centric Strategies, executives participate in interactive discussions and lectures, and use case studies to learn practical tools that identify and improve customer relationships for sustained value. The three-day program allows participants to tackle topics such as investing in relationships, segmenting customers based on profitability, customer-centric business metrics, and designing effective loyalty programs.

For a complete program schedule download the agenda.

Please Contact Us

Please contact our Learning Solutions Specialists at 212-854-3395 for a personal conversation to learn more.

Benefits

In Customer-Centric Strategies you learn the strategies you need to acquire, develop, and retain your customers.

"This program examines how a company can grow organically through building long-lasting relationships with its customers. As you progress in the program, you will start to grasp the concepts, strategies, metrics, and organizational capabilities that are needed to successfully grow through customer centricity."
–Kamel Jedidi, faculty director

Summary of benefits

  • Learn how investing in customer relationships will drive shareholder value for your organization
  • Gain practical methods for estimating the financial value of a customer relationship
  • Learn how to segment customers based on profitability and tailor your products and services to these segments
  • Obtain customer-centric business metrics, such as share-of-wallet, churn, silent migration, and cost-per-acquisition, and their uses and misuses
  • Discover how you can design effective loyalty programs that will measurably improve customer retention
  • Study the five principles of innovation and continuous learning, and the key organizational building blocks to implement this discipline to drive customer loyalty and growth

Upon completion of this program, you will earn three days towards a Certificate in Business Excellence. Learn more.

Curriculum

This three-day program introduces you to the key principles of customer centricity, exposes you to best practices that have evolved in this field, and helps you explore ways to integrate this discipline within your organization.


Day 1

Introduction and Overview of Customer-Centric Strategies

  • Customer centricity: Reality vs. hype
  • Integrative view of the discipline
  • Product vs. customer-centric organizations
  • Key building blocks of customer centricity

Transforming Harrah's

  • How Harrah's transformed its gaming business
  • Key building blocks of Harrah's Customer Centric Organization

Customers as Assets

  • Customers are the source of revenue for any operating business. This session provides a basic discussion of how to value customers, the "algebra" behind revenue growth, and shows how CLV links to stock price and shareholder value.

Customer Acquisition, Development and Retention

  • Exploring, demystifying, and developing a critical eye for key CRM metrics
  • Identifying good prospects and customer acquisition
  • Customer development through up-selling and cross-selling
  • Managing customer attrition and retention


Day 2

The Behavioral Economics of Incentives

  • Behavioral economics principles of choice, motivation, and incentives
  • Industry best practices and research findings on the optimal design of loyalty programs
  • Tools for customer acquisition, motivation, behavior change, and retention

The Jaboom! Loyalty Program Exercise

  • A team project to design a customer loyalty program
  • Apply the key concepts and tools from the "Behavioral Economics of Incentives" session
  • Key lessons for team projects
  • Framework for optimal design of loyalty programs


Day 3

Profitability-based Segmentation

  • Why it is important to segment customers based on their profitability
  • How to customize your strategies and programs for high, medium, and low-profit customer segments
  • How to measure customer profitability in a practical manner

Innovation and Continuous Learning

  • The five principles of innovation and continuous learning
  • What best practice companies across a range of industries are doing to harness the power of digital channels to boost innovation and continuous learning
  • Organizational requirements to implement innovation and continuous learning

For a complete program schedule download the agenda.

Audience & Testimonials

Executives with at least five years of professional experience engaged in general management, product management, marketing, sales, pricing, account management, CRM, customer service, or other customer-interfacing roles.

Alumni and up to four of their colleagues are eligible for a 25 percent tuition benefit for programs lasting up to seven days. More on the Alumni Tuition Benefit.

PROGRAM FINDER

Find the right program for you, a blend of scholarly research and practical approaches, delivered as only Columbia can deliver.

Find programs by date

Find programs by topic

Program Portfolio

2014 Catalog
 

Find the right program for you, delivered as only Columbia can deliver.


 

Learn about programs for
groups or organizations.

Earn Your Certificate

The Certificate in Business Excellence (CIBE) is awarded to participants who complete a total of 18 program days within a four-year period.

Learn more about the benefits of earning a CIBE.