Customer-Focused Organizations

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Customer-Focused Organizations

Customer-Focused Organizations

Barcelona, June 16-18, 2014


Listen to the voice of the market
We will understand the needs of customers and their perception of the service being offered by the company. We will also gain insights by delving into our clients’ behaviours and motivations in order to identify business opportunities.

Customer segmentation
Based on the analysis of real data, we will identify customer segments based on their activities and behaviours. We will go beyond demographic variables with the aim of offering a solution that best suits your customer’s needs.

Design of Customers Strategies
We will design the appropriate strategy to efficiently acquire new customers whilst still managing growth and retention of existing ones.

Design management systems: financial and non-financial indicators
Creating a customer-focused organisation implies that the frontline employees, those who are interacting directly with clients, have all the relevant information at their fingertips (production planning, profitability, inventory, aftermarket, payments, relevant notes, etc) which is far above what is offered by traditional CRM systems. We will examine how to measure customer profitability both in the short and in the long term.

Operations management and suppliers
We will look at optimizing processes, how can we organise ourselves to offer our customers the best products at the right time whilst providing outstanding service. We will do this by engaging and motivating our employees.


We will apply a very rich and engaging learning environment that will enable participants to disengage themselves from their daily lives in order to deepen their knowledge and improve their ability to solve problems. The challenges identified on the program will be addressed through lectures, real case studies, team work, individual analyses and reflection, all of which will be conducted in state-of-the-art learning facilities.


IESE Business School
Executive Education