The Business AcceleratorTM

The success roadmap for putting your customers at the heart of your business, for faster growth & profitability.

Intermediate 0(0 Ratings) 1 Students enrolled English
Created by Denyse Drummond-Dunn
Last updated Tue, 05-Jul-2022
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Course overview

Do you want your brands to grow faster and more profitably? Are you tired of working long hours marketing your brands and yet still don’t see the desired results of increased sales and market share? If so, then there's a strong chance that you don’t know your customers (consumers, clients) deeply enough!

If this is your case, then you are lucky to have found this Masterclass, because it will help you to get your business back to growing again. In this training, I'm going to take you on a journey to improved customer-centricity, with a detailed roadmap for you to follow, which will accelerate real growth in your brands faster than you ever thought possible.

There has been considerable research done to prove that the return on a customer-first strategy is significant; just look at some of these stats:

  • Brands with superior customer experience make 5 to 7 times the revenue of those who lag in CEX (Source: Retail Customer Experience)
  • Customer-centric companies are 60% more profitable than companies that don’t focus on customers. (Source: Super Office)
  • Companies that lead in customer experience outperform laggards by nearly 80%. (Source: Forrester)
  • Companies with initiatives to improve their CEX see employee engagement increase by 20% on average. (Source: McKinsey)
  • Offering a high-quality customer experience can lower the cost of serving customers by up to 33%. (Source: Deloitte)
  • 89% of consumers have stopped doing business with a company after experiencing poor customer service. (Source: RightNow)
  • 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations. (Source: CEI Survey)
  • Customers are likely to spend 140% more after a positive experience than customers who report negative experiences. (Deloitte)

NOTE: I use the word customer for the people that buy and use your products and services. If you prefer to use the word consumer or client, then just replace customer with that term in your mind.

Here is what you are going to gain from enrolling in the Masterclass

This training starts out by explaining what a customer-first strategy is, why it is so important to adopt in today’s digital world and explains the features of its fours foundational areas. We will then dig into the details of each of these four areas, the customer, the company, their brands and processes.

We’ll start by identifying, understanding and connecting with your ideal target group of customers. Then we’ll review how your organisation needs to change in order to adopt a customer-first strategy, an objective that should be owned by every employee. You'll see how brand building is clearly impacted when you think customer-first, as well as how the internal processes you use to develop, innovate and market your brands can be greatly improved.

You will benefit from numerous tips and tools that I have gathered over my many years of working with some of the best marketing teams around the globe, including household names such as Coca-Cola, Unilever and Carlsberg. I'll share numerous examples from these companies, as well as from many others, to bring your learnings to life. Your brands will be dynamized and your sales and profits accelerated by a deeper understanding of exactly what your target customers want and how to give it to them.

What you will learn?

  • Assess your current level of customer-centricity and identify the most profitable opportunities for improvement.
  • Prioritise any changes that are needed in your business, in order to fully adopt a customer-first strategy.
  • Identify the exact category in which each of your brands is competing. This may surprise you, but customers often see your category and competition differently from the way you do.
  • Pinpoint the precise group of category customers who are the easiest and most profitable for you to target.
  • Connect and partner with your customers for increased understanding and accelerated innovation.
  • Build bigger, better, bolder brands that easily attract customers with the precise solutions they are seeking.
  • Understand how to measure, adapt and communicate your brand’s image and personality so that it resonates with your ideal customers.
  • Prepare your organisation for the future opportunities and risks that are most likely to present themselves in the coming years.
  • Increase the ROI (return on investment) of your information investments, whether in commissioning market research studies or buying external reports.
  • and much, much more!
  • A passion for people and a keen interest in understanding your customers and making them the heart of your business
  • A basic understanding of marketing, brand management and customer experience management is helpful, but is not required.
  • An appreciation of the basic concepts behind market research and data analysis; again these can be helpful but are not essential.
Curriculum for this course
59 Downloadable workbooks / resources 10:00:00 Hours
1 Downloadable workbooks / resources 00:12:00 Hours
  • Welcome to your Customer-first Strategy Journey
    Preview 00:12:00
Introduction to customer-first strategies
1 Downloadable workbooks / resources 00:14:00 Hours
  • What adopting a customer-first strategy is all about
    Preview 00:14:00
Your journey to customer-centricity
4 Downloadable workbooks / resources 00:39:00 Hours
  • Foundations of a customer-first strategy
  • Assess your current level of customer centricity
  • Get everyone in the company behind the initiative
  • Make the customer visible within the organization
Choosing your target customer
4 Downloadable workbooks / resources 01:02:00 Hours
  • Identifying your ideal category users
  • How to run an actionable customer segmentation
  • Sources of customer information and understanding
  • How to calculate the lifetime value of your customers
Customer connections
3 Downloadable workbooks / resources 00:38:00 Hours
  • Customer connections
  • Sharing customer connection experiences and learnings
  • Online customer understanding
Partnering with your customers
6 Downloadable workbooks / resources 01:29:00 Hours
  • How to invite customers into your business
  • Identifying your customer needs Part I
  • Identifying your customer needs Part II
  • Using or creating online customer panels
  • Inviting your customers in-house
  • summary-of-customer-session.mp4
Upgrade your company's mission and vision statements.
4 Downloadable workbooks / resources 01:12:00 Hours
  • Introduction to the company Session
  • Getting everyone behind the initiative
  • Review of company vision and mission statements
  • Review of strategy development, plans and actions
Prepare your company's future
4 Downloadable workbooks / resources 00:30:00 Hours
  • Trend following
  • Market positioning on trends
  • Developing competitive advantage with scenario planning
  • Summary of company Session
Customer-centric innovation
5 Downloadable workbooks / resources 00:38:00 Hours
  • Introduction to products & services
  • Review of best-in-class innovation process
  • Making R&D more customer-centric
  • Including poly-sensorial elements
  • Adding service elements
Upgrading your innovation process
5 Downloadable workbooks / resources 00:45:00 Hours
  • Co-creation with customers
  • Product testing best practices
  • Customer-centric packaging
  • Brand extensions
  • Innovation levers
Building and measuring brand image and equity.
5 Downloadable workbooks / resources 00:36:00 Hours
  • Understanding brand image & equity
  • Brand image strengths & weaknesses
  • Brand image by customer journey stages
  • Brand image in communications
  • Brand & company images
Evaluating your progress towards more customer centricity.
4 Downloadable workbooks / resources 00:32:00 Hours
  • Identifying KPIs
  • Evaluate your performance
  • Comparing KPIs
  • Summary of Products & Services section
Information management
5 Downloadable workbooks / resources 00:41:00 Hours
  • Process evaluation
  • Information integration
  • Comparing data from multiple sources
  • The essentials of Executive dashboards
  • Actionable Insight development
Knowledge sharing
6 Downloadable workbooks / resources 00:39:00 Hours
  • What & how to share information
  • Prepare Interesting presentations
  • More impactful presentations
  • Storytelling
  • Information sharing
  • Summary of processes section
Conclusions and Next Steps
2 Downloadable workbooks / resources 00:13:00 Hours
  • Conclusion of this Training
  • Conclusions and Courses to complement this one
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About your instructor

Denyse Drummond-Dunn

Masterclass Instructor President & Business Growth Catalyst If you've never met me before, my name is Denyse Drummond-Dunn. I'm a Business Growth Catalyst, helping companies grow faster & more profitably through deeper customer understanding and engagement. My career of more than 30 years includes senior global executive roles with Nestlé, Gillette & Philip Morris International, working in over 125 countries. But for the past ten years I've become a full-time coach, trainer and speaking, sharing my expertise with those willing and ready to upgrade their knowledge and results. I’m a new-age marketer, combining creativity with technical expertise & cultural sensitivity. Living in the heart of Europe in Switzerland, I’ve always worked globally. This has provided me with a unique perspective to help organisations large and small, understand the importance of customer centricity, no matter where in the world they might be. This proves itself to be particularly powerful when looking to innovate or to roll-out successful brands to other markets. I hold a BSc (Hons) in Computer Science & diplomas in Organisational Leadership & Innovation from IMD in Switzerland and the LBS in the UK. Besides my multinational executive clients whom I adore, I’m passionate about animals (I have two cats, Maddie and Pearl), flying (I’m a twin-engine pilot), underwater diving (I’m a PADI Dive-master) and technology. (I’m a Geek too!)

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  • 10:00:00 Hours On demand videos
  • 59 Downloadable workbooks / resources
  • Access on desktop, mobile and tv
  • Lifetime access
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