Customer-led

Strategy
Length Find out what it takes to succeed in the
3 days
market: how the power of customer insights
Dates can drive your strategy, identify marketing
2014 opportunities and help create a customer-
28-30 Apr, 8-10 Dec
centric organisation
Fee
£2,950 +VAT Programme overview
including all residential costs
This three day programme is designed to help people from any function understand
their customers and markets, in order to build strategies on customer insight. We all
To find out more acknowledge the importance of customers but in practice, many companies place
call our Programme greater strategic emphasis on competitor analysis or their own technologies and
Advisors miss opportunities to gain competitive advantage through a close connection with
customers. This programme addresses this challenge with tools, techniques and best
T: +44 (0)1442 841026 practices.
E: info@ashridge.org.uk
www.ashridge.org.uk/cls Your profile
You are a manager of any business discipline who wants to know how deeper
understanding of customers can help achieve your business objectives. This learning
is relevant for business-to-business and consumer sectors, service and manufacturing,
private, not-for-profit and public sector organisations, in short, for any organisation that
serves customers!

Benefits to you and your organisation

You will leave with a real understanding of how to create a customer-centric
organisation, clarity of organisational focus through the value proposition, and more
effective ways to differentiate your organisation from your competitors. Specifically,
you will assess the current level of customer-focus in your organisation and identify
opportunities to become more customer-centric. You will also gain insights into how
technology is being used to help build relationships and secure growth. Working on
the Value Proposition will help to create clarity of organisational purpose and develop
applicable ideas for differentiating your organisation from your competitors.

Registered as Ashridge (Bonar Law Memorial) Trust.

Charity number 311096
 Our approach Programme coverage
You will hit the ground running on this short, impactful • Customer-led strategy:
programme, having already completed some practical preparatory – how customer insight delineates directions for profitable
work before your arrival at Ashridge. Then, with a mix of taught growth
input by faculty and industry experts you will tackle challenges,
• Customers - the fundamentals:
address current business issues and participate in group
– what customer insights are and how to exploit them before
exercises to generate an appreciation of opportunities for your
your competitors identify them
organisation.
– applying the tools, models and techniques to turn insights into
We offer you short, sharp, lively illustrations of the best practices a business return
in customer-led strategic thinking. We use proven tools and
– engaging lessons from best practice
techniques enriched with relevant examples to get you thinking
and to inspire you to apply these insights to your own situation. • Insight Generation:
Ashridge has a practical orientation and we expect participants to – qualitative and quantitative perspectives in discovering
leave with specific action plans that they can begin to implement customer understanding
immediately. Tutors follow-up six weeks after the programme with – hypothesis development and testing
a webinar to review actions and support further progress.
• Focus on the future:
– drivers of customer loyalty and their ramifications for customer
understanding
– building customer relationships

• Planning for results:

- your own practical action plan to take ideas to implementation
“An excellent introduction to basic - six-week follow-up with further support.
marketing principles in understanding
the customer – ideal for anyone
looking for greater insight into learning
how to get close to their customers.”
Marketing Director, Artex Limited.

“Customers count. Everyone

repeats this. Yet how many
A dvance d

managers truly leverage customer

insight in their strategy process? Take your
e
m

an
learning further
M

You can increase profits by

m

ag a
e m e n t P ro g r
Customer-led Strategy
Paul Griffith Tony Cram listening to customers, and this is a module of
the Advanced Management Programme.
programme shows you how.” To find out more visit www.ashridge.org.uk/amp

Open Enrolment Programmes, Ashridge Business School, Registered as Ashridge (Bonar Law Memorial) Trust.
Berkhamsted, Hertfordshire  HP4 1NS, United Kingdom. Charity number 311096