PROGRAM OVERVIEW

The stagnation of consumption and the proliferation of highly heterogeneous and diverse customer needs are forcing executives today to refocus their product and service portfolios and respond to their client's needs or risk losing them to the competition.

Yet, for any organization to be able to manage this changing dynamic all aspects of the business must be aligned with the goal of understanding customers, revamping their product and service offerings to match the target customer-value proposition, while redesigning organizational culture, incentives systems and processes accordingly.

Today's executives must develop a holistic view of the principles around which organizations can redesign themselves to tap into the benefits of customer-centricity and gain insight into the issues and solutions associated to such vast organizational change processes.

Building a Customer-Centric Organization is a challenging three-day international executive program designed to help executives build their own winning customer-centric strategy and outperform their competition.

WHO THE PROGRAM IS DESIGNED FOR

This program has been designed for business executives who strive to transform their companies into customer-driven organizations. The program equips participants from both marketing and non-marketing functions, and B2C or B2B settings, who require a solid understanding of how customer-centricity is best utilized to deliver profitability to their organizations.

The program is targeted at, but not limited to, Managing Directors and General Managers, as well as to executives with responsibility in:

• Marketing
• Business Development
• Operations and Systems
• Innovation / New Product Development
• Customer Satisfaction / Quality
• Human Resource Directors

PROGRAM CONTENT

The program features several thought-provoking modules that address numerous issues of concern. Topics to be discussed include:

Strategic capabilities for customer-centricity
Building a customer-centric organization is appealing but also difficult because it involves profound changes in virtually all the value-adding processes of a firm. Yet the payoff can be enormous. This module examines the fundamental capabilities that a company has to develop in order to become more customer-centric, and offers a comprehensive view of the scope and content of the organizational changes associated to customer-centricity. Special attention will be devoted to the issues associated to connecting front-end and back-end areas of the firm for a fast and efficient adaptation to customer needs.

Placing the customer at the center of the innovation process
A key challenge in new product and service development (NPSD) is to match new designs to customer preferences. The growing heterogeneity of demand, the advent of "long tail markets", exploding product and service complexities and the rise of the creative consumer are making this task more difficult than ever. This module will explore new strategies to navigate NPSD more efficiently by utilizing the firm's periphery for innovation.

Focusing on the individual customer relationship
Delivering what customers' value provides competitive advantage in today's business arena. No matter in which sector it finds itself competing in each company needs to focus on the customer's point of view not only to improve the customer experience, but also to increase the customer's contribution to the business. This module will explore how to determine the value of each individual customer for your business and how to retain the ones that offer the highest value, as well as, switching costs associated with their loss.

BUILDING A CUSTOMER-CENTRIC ORGANIZATION

WEDNESDAY, OCTOBER 21, 2009

08.45                Program Welcome

9.00 - 10.30       Customer Centricity: Which capabilities for your Organization? - Prof. Fabrizio Salvador

10.30 - 11.00     Coffee Break

11.00 - 12.30     Class Practicum - Prof. Fabrizio Salvador

12.30 - 14.00     Total Product Assortment Productivity - Prof. Fabrizio Salvador

14.00 - 15.00     Lunch Break

15.00 - 16:30     Product Configuration and the Solutions Space Principle - Prof. Fabrizio Salvador

16.30 - 18.00     Organization Change Issues - Prof. Fabrizio Salvador

THURSDAY, OCTOBER 22, 2009

9:00 - 10:30      The Challenge of Intimacy with a Key Customer - Prof. Martin Boehm

10:30 - 11:00    Coffee Break

11:00 - 12:30    Discovering Customer Satisfaction - Prof. Martin Boehm

12:30 - 14:00    Creating Lasting Customer Experiences - Prof. Martin Boehm

14:00 - 15:00    Lunch Break

15:00 - 16:30    Retaining Customers through Loyalty Programs - Prof. Martin Boehm

16:30 - 18:00    Customer Lifetime Value and Firm Value - Prof. Martin Boehm

18.00                Networking Activity

FRIDAY, OCTOBER 23, 2009

9.00 - 10.30       Program Re-cap and Overview for the Day - Challenging your Assumptions on Innovation - Two Problems to Overcome in Order to Increase Efficiency in the NPD Process - Prof. Frank Piller

10.30 - 11.00     Coffee Break

11.00 - 12.30     Tools and Methods to Solve the Local Search Bias: Broadcasting of Problems Instead of Seeking for Solutions - Prof. Frank Piller

12.30 - 14.00     Practicing Open Innovation: Group work and case exercise - Prof. Frank Piller

14.00 - 15.30     Lunch Break

15.30 - 17.00     Tools and Methods to Solve the Sticky Information Problem: Utilizing Input from Customers and Lead Users & What to do on Monday Morning: Agenda for Action - Prof. Frank Piller           

The program has been designed and will be taught by IE Business School renowned faculty members who incorporate the latest customer management tools, drawing from their unique consulting, research, and teaching experiences.

FABRIZIO SALVADOR . Operations Management Professor
Professor of Operations Management. IE Business School, Spain.
Professor, MIT Zaragoza Logistics Center, USA.
Research Associate, MIT Center for Logistics and Transportation, USA.
PhD in Operations Management, University of Padova, Italy. 

MARTIN BOEHM. Marketing Professor
Professor of Marketing. IE Business School, Spain.
PhD in Marketing, Frankfurt University, Germany.
MBA, Australian Graduate School of Entrepreneurship, Australia.

FRANK PILLER. Innovation Management Professor
Visiting Professor of Innovation Management. IE Business School, Spain.
Professor of Innovation Management. RWTH Aachen University, Germany.
Co-Director, MIT Smart Customization Group, USA.
PhD in Operations Management, Technische Universitaet Muenchen, Germany.

ADMISSION

Dates: 21, 22, and 23 of October, 2009
Fee: 3.800 € 

APPLICATION PROCESS 
Candidates may apply online by clicking on the following link: Appy Now

PROGRAM FEE    
The program fee of 3.800 € covers tuition, course materials, all coffee breaks and lunches and an extracurricular networking activity.

Fees do not include accommodation. If you wish, we would be happy to make a reservation for you at one of the hotels within walking distance of our premises and with which we have special agreements.

Payment is due within 30 days of the invoice date or upon receipt of the invoice if admission is within 30 days prior to the start of the program. Cancellation policies are outlined in the information provided to applicants upon admission.

FOR FURTHER INFORMATION, please contact:

Karen Hobbs
International Executive Programs Manager
María de Molina, 27
Madrid 28006 - Spain

Karen.Hobbs@ie.edu
Tel.: +34 91 568 96 69
Fax: +34 91 563 26 32
www.execed.ie.edu/internationalprograms