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Description |
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Customer-centricity is not just a marketing story. In fact, in customer-centric companies, everybody is customer-oriented, not only marketing, sales and the “official” service departments. Only the companies that consider the customer-centricity concept as part of its organisational DNA are likely to constantly create product and service value that resonates better with customers, and ensure survival and growth in the furious market competition. |
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Objective |
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The programme aims to help the participants understand that a customer-centric organisation requires a very good collaboration among all its functions, and that the top priority for the development of customer-centric organisation is to build a customer-centric organisational culture. In addition, in order to provide transferable lessons for the participants, some cases in point about the customer-centric organisations in different industries will be analysed. |
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Participants |
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This programme is aimed at senior lever managers who are responsible for creating customer-centric organization. And another target will be the managers driving the “front line”-interface with customers-service managers, sales managers, CRM managers, call centre managers, etc…. However, the programme will miss a lot if we’re not including managers of support functions, such as IT, logistics, accounting who also have to be, to some extent, at the service of people serving the customer. |
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Benefits |
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The programme will help participants:
- Learn from companies which have achieved a high level of customer satisfaction through customer-centricity
- Show that customer centricity is a multi-functional posture, not just a marketing gimmick
- Present to participants the various levels of ambition which do exist in the quest for customer centricity
- Be clear on what does it take to build outstanding service: achieving excellence requires a perfect coordination between marketing, human resources and operations and technology
- Make participants aware that moving from product to service orientation is not an incremental step but a metamorphosis
- Stimulate participants’ “mindstretching” through the study of successful customer orientations which have modified the “rules of the game”
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Coverage |
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- Key characteristics of customer-centric organisations
- Creating customer value
- Building an outstanding customer-centric culture
- Customer service and customer-centric
- Strategic service vision
- From “product orientation” to “service orientation”
- Innovation of customer orientation
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Schedule |
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Day 1
- morning
- Key characteristics of customer-centric organisations
- Customer centricity as a feeder of outstanding customer value
- afternoon
- Reflexion themes on customer centricity in the participants’ companies
- What does it take to build an outstanding customer-centric culture
Day 2
- morning
- Customer service, the natural companion of customer centricity
- afternoon
- Building a strategic service vision
Day 3
- morning
- Migrating from product to service orientation
- Reflexion themes on customer service in the participants’ companies
- afternoon
- Innovating on customer orientation by “thinking out of the box”
- Wrap-up
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Faculty |
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Professor Charles Waldman, Programme Director |
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Venue |
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- Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)
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Admissions |
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Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or
Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.
Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.
Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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