Open Courses

Understanding the organisational strategy and its operating environment

• What are the short, medium and long term aims of your organisation?
• Creating tomorrows organisational strategy (Divergent vs convergent thinking)
• Understanding the drivers to your organisations success, and the barriers
• Business planning context -  Input - Throughput - Output Model

Understanding and Evaluating Customer Centricity

• Understand what customer centricity is and evaluate its importance in today’s competitive environment
• Evaluate the need for a customer-relationship focus
• Define what customer experience encompasses
• Appraise the critical success factors for delivering and enabling customer-centricity
• Apply learnings to your organisation and identify potential improvements and any related challenges in creating a more customer-centric organisation

Planning the Customer-Centric Organisation

• Identify the key steps in designing a customer-centric strategy
• Appraise what customer identification means and how it can be executed
• Assess the need for, and basis of, customer differentiation
• Understand consumer needs and needs differentiation
• Understand the importance of consumer personas and develop key consumer personas for your organisation

Implementing and Assessing your Customer Centricity Plan

• Appraise the role of customer interaction and customisation when building your customer-centric strategy
• Identify the role of touchpoints between organisation and consumer
• Learn how to create a customer journey map, identifying different stages, key activities and motivations within each stage, and potential improvements needed
• Assess the importance of seamless omnichannel marketing as part of the customer journey
• Identify how to measure the success of a customer-centric approach