What is the typical business profile of people who face these issues?

This workshop is for senior managers concerned with projecting and ensuring a return on investment in customer-centricity programmes.  They may be in finance, commercial roles, responsible for customer centricity across the organization, or involved in making a support function more customer-focused. Managers in business-to-business markets benefit as much as those in consumer-oriented businesses. They may come from manufacturing or service companies, as well as participants from non-commercial organizations. 

How will I benefit from participating in this workshop?

You will be better able to:

• Create a concrete implementation plan toward becoming a more customer-focused company
• Articulate your customer value proposition in a way others can understand and act on
• Implement new processes or adjust existing processes that deliver value to your customers
• Manage internal services to support customer-facing roles

What will I do in this workshop?

The Business Case for Profitable Customer Centricity 

• Customer Focus vs Profitable Customer Centricity
• Understanding what customers need, want and value
• Defining a clear Customer Value Proposition
• The benefits of Customer Satisfaction vs Customer Loyalty
• What is loyalty and how can you measure it?
• Calculating the lifetime value of a loyal customer
• Methodologies for measuring Customer Loyalty
• Net promoters as valuable loyal customers
• “Show me the Money” – Referral Economics, or how customer recommendations drive current and future revenues
• Analyzing and understanding feedback
• Segmenting customers
• Acting on the feedback

Mapping Customers: The Customer Journey 

• Understanding how your customers experience your company along their “journey” with your products and services: are you delighting them, or where are you giving them headaches?
• Knowing what is going inside your customer at every step of the journey – identifying drivers of purchasing and recommendation as well as revealing rational and emotional hot buttons
• What should the customer experience be at each step in the journey?
• How do you get your staff to want to “connect with” your customers and delight them?
• The impact of Social Networks on the customer journey: the purchasing cycle in the digital age. What are the digital tools and applications the customers are using, and where are your customer communities?
• Customer Segmentation – the traditional and the modern way

Where and what are the obstacles to achieving your vision? 

• Analyzing the obstacles
• Your processes – are you closing the loop? Where are the improvements?
• Your performance metrics – in conflict with customer centricity?
• The organization, your people and/or… yourself, possibly?
• Habits and biases - the way it has always been done in our industry/organization

Leading the Organization to Deliver  

• The MCE Leadership Model for Aligning People
• Strategy Commitment: involving people to deliver on your customer promises
• Cascading your customer strategy: communicating in a way people can understand, commit to, and act upon
• Performance Metrics for profitable customer centricity
• Structure, processes and process improvements in line with your customer journey and Referral Economics
• Leveraging your organizational structure for optimal delivery of your profitable customer centricity strategy
• Leadership behaviour – walking the talk and leading by example
• Corporate Culture – incorporating customer focus into your values and repeat behaviours

Planning for implementation 

• Communicating your customer plan to implement it effectively
• What makes a good business story? Crafting a convincing case for customer focus
• Building your specific customer plan
• Personal action planning and peer feedback