Customer Focus

As the internet enabled price comparison, aggregators, and worldwide distribution at every fingertip, organizations have struggled to emerge from mass commercialization through renewed customer focus. However, a myriad of CRM systems and analytics are not useful without a firm-wide strategy of customer orientation and focus. After completing “Understanding Customer Value and Strategy”, these courses can be taken individually or combined to earn a Certificate in Customer-Focus Strategy.

Understanding Customer Value & Firm Strategy

Upcoming Dates: TBD

Instructor: Vikas Mittal, Ph.D.
Tuition: $3,750

Great products without a value proposition are doomed to fail. Fulfilling customer needs requires and understanding of audience targeting, positioning points of difference, and communication of value through a mix of tactics. Participants will leave with the ability to perform basic qualitative and quantitative analytics of a customer centric strategy.

Module Learning Objectives:

  • Learn to focus firm resources in a profitable manner
  • Learn how to write a positioning statement that can focus a firm’s strategy to fulfill customer needs and extract customer value.
  • Understand the elements of delivering a positioning statement-based value to customers

Communicating Customer Value  

Upcoming Dates: TBD

Instructor: Ajay Kalra, Ph.D.
Tuition: $1,250

When customers are aware of a firm’s offerings, they can form positive opinions that lead to purchase decisions.  Studying the means-ends chain and the hierarchy of effect leads participants to an optimal communication strategy that resonates with consumers.

Module Learning Objectives:

  • Learn to use the means-ends-chain to understand and communicate value
  • Develop communication strategies that resonate with customers
  • Understand the hierarchy-of-effects for communication success

Capturing Customer Value through Strategic Pricing 

Upcoming Dates: TBD
Instructor: Utpal Dholakia, Ph.D.
Tuition: $1,250

This course highlights the dual role of creativity and analytics in value creation and profitability. 

Participants will capitalize on perceived value through pricing strategies and drive return on marketing investments through the ability to evaluate and allocate costs.

Module Learning Objectives:

  • Understand how to develop pricing strategies based on customer value perceptions
  • Gain an understanding of behavioral elements of strategic pricing
  • Learn how to create and analyze pricing

Customer Analytics to Measure and Communicate Customer Value

Upcoming Dates: TBD

Instructor: Bob Westbrook
Tuition: $1,250

Strategic marketing decisions are best made after calculations of lifetime value and an understanding of customer satisfaction. After refining the target customer segments, participants will create performance charts to identify untapped benefits and additional opportunity.
Module Learning Objectives:

  • Develop an understanding of measuring, monetizing, and maximizing customer lifetime value
  • Learn to create importance performance charts to identify areas of importance
  • Learn to use customer satisfaction surveys to identify attributes and benefits that should become strategic priorities
Defining Value for New Products and Technology Commercialization

Upcoming Dates: TBD

Instructor: Amit Pazgal, Ph.D.
Tuition: $1,250

Take the customer’s perspective when determining potential opportunity for a more accurate view of the market. Exploring the product-commercialization process will lead participants to better estimates of demand and longer life cycle.

Module Learning Objectives:

  • Understand how to measure values from a customer’s point of view
  • Study how to estimate demand for new products using intentions surveys
  • Learn customer input in the product-commercialization process
To register, please call the Executive Education Office at 713-348-6060.