The Customer-Focused Organization: Leading Transformation

Create a sustainable customer-focused strategy

Customers are more empowered than ever before, due to a global marketplace, social networks and the rise of mobile. As a result, the pace of business is changing how businesses are led, develop strategy and build their customer focus. Ultimately, it is those who rise to the challenge and create a robust customer-centric strategy that succeed.

In this program, Kellogg’s world-class faculty and practitioners will show you the approaches to leading with less formal authority, managing ecosystems, developing innovations, gaining a deeper understanding of customer strategy, achieving growth through greater focus, building meaningful brands and creating extraordinary total customer experiences.

Gregory Carpenter / Academic Director

Who Should Attend

  • General managers and organizational leaders who are responsible for the cultural development and transformation of a customer-focused organization
  • Senior leaders in marketing, sales, strategic planning and operations
  • Customer experience, engagement, and perception management leaders

Key Benefits

  • Understanding the growing influence of customer focus on organizational success
  • Learning to overcome obstacles to creating a truly customer-focused organizational culture
  • Gaining a deeper and shared understanding of customers
  • Creating innovative value, compelling differentiation and focus in global markets
  • Managing ecosystems to deliver customer value
  • Creating superior customer experiences
  • Leading organizational change to achieve the rewards of customer focus

Program Content

Customer-Focused Culture and Leadership

  • The beliefs and cultural values of truly customer-focused organizations
  • The power of customers to create organizational purpose
  • Leading organizational renewal, fostering innovation and change
  • The role of leadership in inspiring people and unleashing potential

Growth through Customer-Focus

  • Understanding overlooked value in consumer and business markets
  • The challenge of achieving focus in global markets
  • Identifying opportunities for growth and differentiation
  • Developing compelling value propositions that deliver value and differentiation

Building Brands with Meaning

  • Understanding how the customer experience affects the competitive value of a brand
  • Assessing specific strengths and weaknesses of the customer experience
  • Identifying opportunities for improvement and innovation
  • Creating brands that are differentiated by authentic meaning

Delivering Value to Customers

  • Creating powerful customer experiences
  • Managing the ecosystem to create value for buyers
  • Aligning the organizational structure and incentives

Faculty

Gregory Carpenter - Academic Director; James Farley/Booz Allen Hamilton Professor of Marketing Strategy; Director of the Center for Market Leadership; Faculty Director, Kellogg Markets and Customers Initiative (KMCI)

Julie Hennessy - Clinical Professor of Marketing; Associate Chair of the Marketing Department

Sanjay Khosla - Senior Fellow and Adjunct Professor of Marketing

Eric Leininger - Clinical Professor of Executive Education

Thomas O'Toole - Senior Fellow and Clinical Professor of Marketing, Kellogg School of Management

Joel K. Shapiro - Clinical Associate Professor and Executive Director for the Program on Data Analytics at Kellogg

Jim Stengel - Senior Fellow and Adjunct Professor with the Kellogg Markets & Customers Initiative

CPE Credits

Continuing Education Credit
This program is registered with the National Association of State Boards of Accountancy and is recommended for 22.5 CPE credits.

Continuing Professional Education Information
The Kellogg School of Management, Northwestern University is registered with the National Association of State Boards of Accountancy (NASBA) as a sponsor of continuing professional education on the National Registry of CPE Sponsors. State boards of accountancy have final authority on the acceptance of individual courses for CPE credit. Complaints regarding registered sponsors may be submitted to the National Registry of CPE Sponsors through its website: www.nasbaregistry.org.

All Kellogg programs that qualify for CPE credits do not have pre-requisites. Advanced readings and case preparation is required. A packet of course materials is emailed to all participants before the program begins.

All Kellogg programs are group-live or internet-based. Program level: Advanced. For more information regarding administrative policies such as complaints and refunds, please contact our office at 847-467-7000.

What Participants Say

“Information, inspiration, the latest management trends, and the tried and tested--that's why I come to the Kellogg Executive Program, and that's what I get every time.”
Marcom Manager, Radiometer

“Very practical and relevant, and a necessary tool for the 21st century marketing manager seeking an exceptional customer-focused experience.”
Regional Manager, Business Banking (North Region), Fidelity Bank PLC

Personal Consultation

Please email or call us if you would like a personal consultation

2019 Sessions

May 13-16, 2019

Start: May 13 at 1:00 PM

End: May 16 at 12:00 PM

Evanston campus

$8,100

Fee includes lodging and most meals

October 28-31, 2019

Start: October 28 at 1:00 PM

End: October 31 at 12:00 PM

Evanston campus

$8,100

Fee includes lodging and most meals

Kellogg School of Management

James L. Allen Center
2169 Campus Drive, Evanston, IL 60208
Directions
847.467.6018