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Strategic Customer focus

Introduction

There is a distinctive need for practitioners of marketing to know how well the three dimensions (customer satisfaction, loyalty and
relationships) can be linked to formulate not only successful strategies, but to sustain such
strategies. Customer Focus relates to the process of strategic selection of customers, relevance of customer value to strategic
customers and how the three dimensions depend on the strategic focus on customers. It is to be noted that more than planning and
implementing a CRM programme, marketers need to know how customer satisfaction and
relationships will impact their organization. This programme will address such perspectives

Objectives

* To understand the fundamental concepts of customer value,customer satisfaction,
loyalty, migration and relationships
and also appreciate the linkages

* To understand that the linkage between satisfaction, loyalty/migration and relationship does not exist within the narrow
domain of marketing, while appreciating the usefulness of marketing mix elements

Contents/Pedagogy

Module-I will highlight the need for marketers to create value as an organization beyond the traditional approach of using just the
marketing mix. Module-II will address the linkages that exist between marketing mix elements and organizational capabilities and
internal networks within the organization in a changing environment. The importance of
customer satisfaction, long-term strategic perspectives for the organization and the focus for developing customer relationships
would be discussed. Module-III will focus on pricing, customer needs, in an intensely competitive market and building relationships. This module will also deal with operational
aspects of satisfaction, the basics of CRM and the linkages between strategic perspectives and the success of CRM.

Note: The programme does not differentiate between consumer/industrial products and services, as its objective is to provide conceptual directions.

Target Participants Profile:

Senior level managers with 10-15 years experience in any aspect of sales/marketing/product/ brand management and who have not had an exposure to concepts related to customer
value. Senior managers from other functional areas who may be involved in policy formulation with regard to marketing and who
would like to have a strong interdisciplinary
focus with regard to marketing.

Programme Charges:

Residential: Rs.34,000/-
Non-residential: Rs.33,000/-

S Ramesh Kumar

Two or More Day Programme

Bangalore

From 03-Sep-2010 To 04-Sep-2010

Indian Institute of Management Bangalore

A 100-acre oasis in south Bangalore, the Indian Institute of Management Bangalore (IIMB), with its all-stone architecture, lush verdant woods and landscaped gardens provides an idyllic environment to engage in management studies, academics and learning. IIMB has world-class infrastructure that facilitates excellence in teaching, research, consulting and other professional activities.

Located in India’s high technology capital, IIMB is in close proximity to some of the leading corporate houses in the country, ranging from information technology to consumer product companies, giving it the added advantage of integrating classroom knowledge with practical experience.

Established in 1973, the Institute has since then built on its base of highly accomplished faculty, world class infrastructure and motivated student body to emerge as one of the premier institutes for management education and research promoting managerial excellence in the country. IIMB strives to achieve excellence through partnerships with industry, and leading academic institutions, the world over. IIMB's mission is to "build leaders through holistic, transformative and innovative education."

Indian Institute of Management Bangalore
Bannerghatta Road, Bangalore, India
Pin Code: 560 076
Phone Number: +91-80-26582450 / 26993996
Fax Number: +91-80-26584050 / 26584004 / 26584181 / 26581602
E-mail: info@iimb.ernet.in
web:- http://www.iimb.ernet.in/