• Dates / Location: New Dates Pending, Available In-House

Managers and key decision makers are charged with achieving ever-greater customer-retention and loyalty levels. This seminar details how companies effectively roll out customer-focused initiatives throughout their organizations. It highlights the step-by-step processes and key milestones companies use to transform a corporate culture from product-focused to customer-focused, allowing leading companies to attract, nurture, and retain highly profitable customer relationships.

The principles and practices outlined in this seminar will enable participants to transform their conceptual customer-focused initiatives into a multi-faceted, practical approach to retaining and maintaining valuable customer relationships through the following best practices:

• Identify points in the business strategy where customer-focus can deliver maximum value.
  
• Prioritize customer-focused initiatives based on potential for early wins and immediate positive impact on business.
  
• Set goals based first on leading indicators of customer satisfaction and then on customer retention and profitability.
  
• Measure performance and communicate results to ensure accountability and support.

You should attend this seminar...

...if you are a senior manager or professional wanting to learn an integrated customer-focus development process.

Learn to:

• Move from a product-focused corporate / departmental / team culture to one that focuses squarely on the customer.
  
• Set well-supported customer focus goals & prioritize customer focus initiatives to achieve desired objectives.
  
• Identify & select appropriate strategies for achieving your customer focus objectives, along with performance metrics.
  
• Lead and build support for customer focus improvement initiatives.

Seminar Outline

Customer-focused Strategy Basics

What is strategy?

Define what is meant by the term “strategy.”

Describe the purpose of strategy and identify some key success factors.

What is a customer focus?

Identify and define three focus strategies.

Describe what is meant by a “customer focus” and identify some key characteristics.

Assess corporate-level customer focus.

What are the advantages of customer-focused strategy?

Cite the evidence supporting the value of customer-focused strategy.

Identify and list exactly how a customer focus can enhance performance.

What are the critical issues in customer-focused strategy?

Recognize common blocks to customer focus.

Development: Getting Started in Customer Focus

How customer-focused are you now?

Assess your customer focus by breaking down individual attributes and analyzing performance.

How customer-focused are your competitors?

Analyze and evaluate your competitors’ customer focus strategy, strengths, and weaknesses.

How do your customers view your customer focus?

Describe what is meant by “customer loyalty” and identify key implications.

Assess your customers’ view of your customer focus.

Priorities and Goals

Identify what does and what does not need to be done to strengthen your customer focus.

Create targeted customer focus improvement goals.

Implementation & Evaluation

Customer-Focused Strategy Programs

Identify the key components in a successful customer focus improvement initiative, including outcomes, key success factors, objectives, perspective, resources, research, customer education, processes, incentives, ROI

The Right Mindset

Guard against disconnects between customer focus initiatives and customers.

Metrics

Describe how to establish clear channels that will communicate everything that is important to the customer to the organization.

Leadership

Leadership in a Customer-Focused Culture

Examine your own relevant skills and develop a plan for how to improve your ability to lead customer focus improvement initiatives.

Seminar Leader

Dale D. Fodness, Ph.D.

• Principal, Business Decision Resources

• Asst. Professor & Program Director, Marketing

  • University of Dallas Graduate School of Management

• Visiting Professor of Marketing

  • Helsinki School of Economics & Business Administration

Dale’s 20+ year business and marketing career has been enriched by the active integration of both academic and practitioner interests. His academic life ensures that his business insights are technologically and conceptually leading-edge. His daily involvement in business serves as a constant reminder that business solutions must be practical, as well as creative.

Dale consults extensively with clients in communications/telecommunications, computers/electronics, consumer goods, entertainment, healthcare, travel/tourism/hospitality, and e-business. Current and recent clients include Microsoft, Cisco Systems, and AMR. He has conducted recent seminars and corporate training sessions in Brazil, Hong Kong, Venezuela, Malaysia, Singapore, Shanghai, Seoul, Mexico, Finland, and Canada.

Do you have questions on the content or coverage of these seminars? Feel free to call Dale, your seminar leader, to learn more. His direct line is (817) 919-4533. Email him at info@bdrglobal.com.

• Dates / Location: New Dates Pending, Available In-House