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!
Requirements
  • 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
Introduction
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
    00:08:00
  • Assess your current level of customer centricity
    00:09:00
  • Get everyone in the company behind the initiative
    00:14:00
  • Make the customer visible within the organization
    00:08:00
Choosing your target customer
4 Downloadable workbooks / resources 01:02:00 Hours
  • Identifying your ideal category users
    00:25:00
  • How to run an actionable customer segmentation
    00:18:00
  • Sources of customer information and understanding
    00:11:00
  • How to calculate the lifetime value of your customers
    00:08:00
Customer connections
3 Downloadable workbooks / resources 00:38:00 Hours
  • Customer connections
    00:14:00
  • Sharing customer connection experiences and learnings
    00:12:00
  • Online customer understanding
    00:12:00
Partnering with your customers
6 Downloadable workbooks / resources 01:29:00 Hours
  • How to invite customers into your business
    00:07:00
  • Identifying your customer needs Part I
    00:15:00
  • Identifying your customer needs Part II
    00:29:00
  • Using or creating online customer panels
    00:12:00
  • Inviting your customers in-house
    00:19:00
  • summary-of-customer-session.mp4
    00:07:00
Upgrade your company's mission and vision statements.
4 Downloadable workbooks / resources 01:12:00 Hours
  • Introduction to the company Session
    00:07:00
  • Getting everyone behind the initiative
    00:16:00
  • Review of company vision and mission statements
    00:33:00
  • Review of strategy development, plans and actions
    00:16:00
Prepare your company's future
4 Downloadable workbooks / resources 00:30:00 Hours
  • Trend following
    00:10:00
  • Market positioning on trends
    00:07:00
  • Developing competitive advantage with scenario planning
    00:09:00
  • Summary of company Session
    00:04:00
Customer-centric innovation
5 Downloadable workbooks / resources 00:38:00 Hours
  • Introduction to products & services
    00:04:00
  • Review of best-in-class innovation process
    00:12:00
  • Making R&D more customer-centric
    00:05:00
  • Including poly-sensorial elements
    00:10:00
  • Adding service elements
    00:07:00
Upgrading your innovation process
5 Downloadable workbooks / resources 00:45:00 Hours
  • Co-creation with customers
    00:07:00
  • Product testing best practices
    00:07:00
  • Customer-centric packaging
    00:09:00
  • Brand extensions
    00:09:00
  • Innovation levers
    00:13:00
Building and measuring brand image and equity.
5 Downloadable workbooks / resources 00:36:00 Hours
  • Understanding brand image & equity
    00:13:00
  • Brand image strengths & weaknesses
    00:07:00
  • Brand image by customer journey stages
    00:05:00
  • Brand image in communications
    00:04:00
  • Brand & company images
    00:07:00
Evaluating your progress towards more customer centricity.
4 Downloadable workbooks / resources 00:32:00 Hours
  • Identifying KPIs
    00:09:00
  • Evaluate your performance
    00:11:00
  • Comparing KPIs
    00:06:00
  • Summary of Products & Services section
    00:06:00
Information management
5 Downloadable workbooks / resources 00:41:00 Hours
  • Process evaluation
    00:07:00
  • Information integration
    00:07:00
  • Comparing data from multiple sources
    00:09:00
  • The essentials of Executive dashboards
    00:10:00
  • Actionable Insight development
    00:08:00
Knowledge sharing
6 Downloadable workbooks / resources 00:39:00 Hours
  • What & how to share information
    00:08:00
  • Prepare Interesting presentations
    00:06:00
  • More impactful presentations
    00:07:00
  • Storytelling
    00:08:00
  • Information sharing
    00:06:00
  • Summary of processes section
    00:04:00
Conclusions and Next Steps
2 Downloadable workbooks / resources 00:13:00 Hours
  • Conclusion of this Training
    00:07:00
  • Conclusions and Courses to complement this one
    00:06:00
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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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$199.00
Includes:
  • 10:00:00 Hours On demand videos
  • 59 Downloadable workbooks / resources
  • Access on desktop, mobile and tv
  • Lifetime access
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