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11 November 2022

Creating a customer-centric organisation

Category: MASTER COURSE

Develop the techniques within your organisation to improve customer focus, ensuring customer-centricity underpins business processes. This course explores the role of customer experience before, during and after the point of sale, helping drive a competitive advantage and profitability.

Who should attend?
This course is aimed at people who want to develop and adapt marketing or operational strategies in a digital and globalised commercial environment, where competing for consumer loyalty is paramount. 

What you will gain
Following this course, you will be able to:

  • Appraise the importance of customer experience for the success of the organisation
  • Design and implement a customer journey mapping process, persona creation and measurement metrics
  • Identify how to create a seamless omni-channel customer journey
  • Evaluate success factors for achieving customer-centricity

Programme outline
The course is delivered as follows:

  • One hour of pre-course work to introduce the course and online resources
  • 3 x two-hour live sessions, approximately one week apart
  • Six hours of self-study, between sessions

Session 1
Organisations need to embrace the value of being customer-centric and consider how they will adapt to be truly customer-facing. Becoming customer-oriented is a long-term journey. While it may be difficult to do, the payoff can be huge. The question is not how much it will cost to become a customer-centric enterprise, but how much will it cost otherwise. By the end of this live session, you should be able to:

  • Understand what customer centricity is and evaluate its importance in today’s competitive environment
  • Evaluate the need for a customer-relationship focus
  • Define what customer experience encompasses
  • Appraise the critical success factors for delivering and enabling customer-centricity
  • Apply learnings to your organisation and identify potential improvements and any related challenges in creating a more customer-centric organisation

Session 2
This unit will develop your understanding of customer-centric strategy to build profitable and long-lasting customer relationships. There is a focus on gaining insight about your customers through customer identification and differentiation. There is also an introduction to the concept of consumer personas as a tool to help develop customer understanding and identification. By the end of this live session, you should be able to:

  • Identify the key steps in designing a customer-centric strategy
  • Appraise what customer identification means and how it can be executed
  • Assess the need for, and basis of, customer differentiation
  • Understand consumer needs and needs differentiation
  • Understand the importance of consumer personas and develop key consumer personas for your organisation

Session 3
Customer interaction and customisation make up the final stages of a customer-centric strategy. These are visible to the customer and make up the customer experience. Using Customer Journey Mapping you will develop an understanding of the need to manage all customer touchpoints. This unit also considers the need for, and ways of measuring, successful customer experience management. By the end of this live session, you should be able to:

  • Appraise the role of customer interaction and customisation when building your customer-centric strategy
  • Identify the role of touchpoints between organisation and consumer
  • Learn how to create a customer journey map, identifying different stages, key activities and motivations within each stage, and potential improvements needed
  • Assess the importance of seamless omnichannel marketing as part of the customer journey
  • Identify how to measure the success of a customer-centric approach

Dates and timings

Session 1 Session 2 Session 3
11th November 2022
10:00 to 12:00 (GMT)
18th November 2022
10:00 to 12:00 (GMT)
25th November 2022
10:00 to 12:00 (GMT)

6 CPD hours (where applicable).

CIMA work in partnership with BPP Professional Education to offer CPD training courses

Booking Information

Date Location Price
11 November 2022 - 10:00 Online Live - morning course 11, 18 & 25 Nov Price: GBP 666.00
Member price: £599. Plus VAT on all prices.

Creating a customer-centric organisation

CIMA members and students should log in to MY CIMA before booking to receive the appropriate discount.

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In-house training 
We can develop tailored training programmes to enhance the finance and business skills of staff across your organisation. To discuss how we can meet your learning and development needs please email us.

Find out more 
If you have any queries please email cima@bpp.com or phone us on: +44 (0)3300 603400.

The venue for this course will be confirmed 14 days before the scheduled date. 

CIMA work in partnership with BPP Professional Education to offer CPD training courses.  

This course will be delivered by BPP Professional Education Limited (“BPP”).  Accordingly, when you sign up for this course, CIMA will pass on the contact details you have provided to BPP so that they can contact you to complete your booking and process payment.  BPP will process any personal information it collects about you in accordance with its privacy policy, which is available at: https://www.bpp.com/professional-education/privacy

The information provided to BPP will not be used by BPP for marketing purposes.

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