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strategic customer focus iimb

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					Program:                   Strategic Customer Focus
Program Director(s):       S. Ramesh Kumar
Dates:                     10-11 September 2009
Program Charges:           Residential: Rs.36,000/-            Non-residential: Rs.34,000/-

Introduction
Introduction: Marketers struggle to enhance the satisfaction of customers only to find that they migrate to
competitors. Research drawn from marketing literature has shown that investments in customer relationship
management (CRM), has also not been profitable to most companies. There are also several loyalty-based
concepts, which are being attempted by marketers in isolation without the back up support of several other
relevant and related strategies. There is a distinctive need for practitioners of marketing to know how well these
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.

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: The program will have the three modules-the first module will highlight the need for
marketers to create value as an organization beyond the traditional approach of using just the
marketing mix. The second module will address the linkages that exist between marketing mix elements
and organizational capabilities and internal networks within the organization in a changing environment.
This module will bring into focus the importance of customer satisfaction, long- term strategic
perspectives for the organization and the focus for developing customer relationships before planning
any kind of CRM initiative. The third module will focus on pricing, customer needs, organizational
capabilities in an intensely competitive market and building relationships. The third module will deal
with operational aspects of satisfaction, why CRM can fail, the basics of CRM and the linkages between
strategic perspectives and the success of CRM. It is to be noted that more than planning and
implementing a CRM program, marketers need to know how customer satisfaction and relationships will
impact their organization. This program will address such perspectives

Participant Profile

        Senior level managers who have about 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.
       Note: The program does not differentiate between consumer/industrial products and services, as its
        objective is to provide conceptual directions (except for one planned module of the program). There will
        be case situations from consumer products/ industrial products and services .



        CERTIFICATE OF PARTICIPATION
    


        A certificate of participation will be awarded to the participants by IIMB

        Registration

        Duly completed nominations in the enclosed form along with a crossed demand draft drawn in
        favour of the "Indian Institute of Management Bangalore", may please be sent to:
The Administrative Officer (EEP)
        Indian Institute of Management Bangalore
        Bannerghatta Road, Bangalore 560 076
        Phone: 080 – 26993742/3264/3475
        Fax: 080 - 26584004/26584050
        E-mail: openpro@iimb.ernet.in
        Website: http://www.iimb.ernet.in

Once registration is accepted, cancellation will not be permitted and no refund request will generally be
entertained, but substitution of participants will be considered.