Developing a Customer Centric Organisation

Developing a Customer Centric Organisation

24 - 25 June, Wellington  |  15 - 16 July, Auckland

About

COURSE OBJECTIVE
Develop a roadmap for your organisation to transform into a profitable customer centric organisation

“If you want to be challenged join me on this course. If you’re really serious about changing the culture and focus of your organisation you’ll get more than your money’s worth. We’ll look at what being customer-centric really means and what it doesn’t. Why there are so many New Zealand companies that might say they are and their customers will attest they’re not. We’ll also look at the need for rethinking how you do business from top to bottom and how you can achieve a win-win situation for your firm, your customers and most importantly your shareholders. And by doing so you’ll create a truly sustainable competitive advantage that will be almost impossible to beat.” - Tom Agee

Is your organisation a truly customer centric organisation?

The business world has long identified customer service as a crucial differentiator for long term sustainable success. However, excellent customer service goes beyond maintaining a pleasant level of service at the front line or just keeping customers satisfied.

Customer centricity is an all-encompassing approach that requires an organisation to reorient their entire operating model around the customer – which means organisations may even have to make dramatic internal organisation changes and evolve from keeping customers satisfied to impressing customers.
 
Developing a Customer Centric Organisation is a practical course that examines and assesses the big picture of customer centricity whilst helping you to develop the capability to become more customer centric. You will emerge from the course with valuable insights and perspectives in leveraging a customer centric strategy to increase your profitability in the long term.

7 GREAT REASONS TO ATTEND
1. Understand why and how customer centricity is more important than customer satisfaction
2. Increase business opportunities and profitability with customer centric strategy
3. Establish how a customer-centric strategy can increase profitability and shareholder value?
4. Find out how you can optimise customer-centric systems and processes cost effectively
5. Identify who your internal and external customers are and make necessary organisational changes to improve the situation
6. Overcome the disconnection between the concept of customer-centricity and financial accounting system
7. Gain buy-in from top management

Outline

Day One

Stepping Up to Customer-Centrics

• What is a customer-centric organisation?
• From pushing products to winning customers – relationship marketing
• What’s in it for you? What’s in it for the customer?
• Assessing how customer-centric your organisation is
• Identifying cultural changes necessary to ensure customer focus

Designing a Customer-Centric Organisation
A framework for analysing customer-centric marketing.
• Re-orienting the entire operating model around the customer
• Understanding the four stages of customer focus
• Building competitive advantage with “Wow” factors that customers value
• Developing systems, metrics and processes to monitor the consistency and success of its customer-centric strategy

Leveraging a Customer-Centric Strategy to Increase Profitability
• Aligning the operating model with a defined and quantified customer segmentation strategy – not all customers are equal
• How can a customer-centric strategy increase profitability and shareholder value?
• Customer retention strategy: increasing customer loyalty and ROI
• Understanding and calculating Customer Lifetime Value

Making Internal Organisational Changes: Walking the Talk
• The role of external customers, employees and partners
• Turning the organisational chart on its head
• “Moments of truth” that recreate your brand thousands of times a day
• Rethinking reward systems in customer-centric organisations
• The vital role of HR in building a customer-centric organisation

Day Two

Building Blocks of a Customer-Centric Organisation

• Customer experience as a strategic management tool.
• Making systems and processes more customer friendly whilst minimising costs and adding value
• Collaborating across organisational silos: across functions, product & service lines; integrating marketing and non-marketing functions
• Transforming an existing organisation using the sequential approach

Using the Full Power of Customer Insight
• Analysing the seven dimensions of your customers’ buying behaviour.
• Using research and technology to gather vital data
• Tailoring your service levels, pricing, and product development to better meet customer needs and ultimately profitability
• Achieving more efficient deployment of firm-wide resources

Measuring and Managing Customer-Centricity
• Customer profitability as a strategic management tool
• Key metrics in customer-centric organisations that would stand up to an external audit
• The disconnection between the concept of customer-centricity and financial accounting system - soft vs. hard measures
• “The Service-Profit Chain” and “Zero Defections” – getting bean counters on board

Avoiding Implementation Pitfalls
• Understanding that this is neither simply a marketing initiative nor a quick fix for poor customer ratings and or sagging sales
• Getting the CEO and top management on board from the start and are personally committed to implementing its strategies
• Developing cross functional teams to foster communication, co-ordination and cooperation
• Ensuring that staff at all levels “own” the programme and take responsibility for its success
• Never promising staff or customers anything you cannot deliver on
• Measuring the right things, i.e. both soft and hard measures to track results over time

Facilitator

Tom Agee, Senior Lecturer, Dept of Marketing, University of Auckland

Tom Agee is one of New Zealand’s best known marketing educators, writers, speakers and consultants.

For more than a decade Tom has consistently been one of the top rated lecturers in the Graduate Programmes of the University’s Business School teaching a range of marketing topics, including service marketing to managers representing a broad cross section of New Zealand enterprises. He established AUT University’s degree in Marketing and New Zealand’s first degree qualifications in Advertising. He has taught on their Henley MBA programme, Otago University’s Executive MBA and joined the University of Auckland in 1993 as a senior lecturer in the Department of Marketing.

Tom is a popular conference speaker and workshop presenter on customer service. He has presented to a broad spectrum of New Zealand organisations including and is a prolific writer, widely read by New Zealand marketing practitioners. His column “One Consumer’s Opinion” has appeared regularly in NZ Marketing Magazine since 1989 with more than 200 articles to his credit, a large portion focusing on customer service issues. In fact, his article “So you want to have a customer-centric organisation?” appeared in the November/December 2007 issue of NZ Marketing Association’s member magazine, DLB.
 
He has served on the judging panels of the annual Marketing Awards, Advertising Agency of the Year and Pharmacy Today Awards. In July 2004 he was inducted into the New Zealand Marketing Hall of Fame for his long-term contribution to marketing in this country - only the fourth person to be so honoured.

Tom Agee is also facilitating:

In-house Training

Find out more about running Developing a Customer Centric Organisation , in-house at your organisation:

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Prices and Registration

DatesLocationStandard priceEarly bird price* 
24 - 25 JuneWellington$1995 + GST$1895 + GST
(EB Date: 6 May)
Register
15 - 16 JulyAuckland$1995 + GST$1895 + GST
(EB Date: 6 May)
Register

* Early bird price available when you register and pay before the dates listed.

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