Customer Acquisition and Retention Strategies

Course Contents

Module 1- The “Why” of Strategy

Introduction

• • How strategy has been traditionally thought about. How it has changed over time. Truths and myths. Studies and statistics.
  • Huge percentage of strategies fail. Why?
  • The dynamics of the business world compared to inert company structures

 The strategy process

• • Why it’s important to have a process to follow.
  • Making strategy live – the strategy playbook

Finding your organization’s why

• • • The limitations of mission and vision statements
    • Why clarity of purpose is the best foundation for strategy
    • Lessons from different types of organization
    • Practical exercise: how, what and why

Module 2 – Aligning Strategy To Customer Value

Customer Outcomes

• • Who are our customers and what do they really want?
  • What business are we truly in?
  • Understanding the principles of customer innovation

 The value disciplines approach

• • Customer intimacy versus product leadership versus operational excellence
  • Why you have to choose!

Mapping the strategy

• • Customer intimacy versus product leadership versus operational excellence
  • Why you have to choose!

Mapping the strategy

• • Concepts driving Blue Ocean strategy – advantages and limitations
  • Understanding the Outcome-driven Strategy Canvas

Module 3 – Practical Implications of Strategy Implementation

Competitive landscape

• • Who are our current competitors?
  • Who are our future competitors?
  • Disruptive competition – myths and realities

 Current capability

• • How to use the “voice of the customer” to establish current capability
  • Understanding the Organizational Readiness Competency Assessment

The basis of change

• • Determining core capabilities
  • Determining new capabilities
  • Option evaluation

Strategic trajectory

• • Introducing the concept of “trajectory” and how it applies to strategy
  • Current and future internal and external forces

Module 4 – Managing Change To Deliver Customer Value

Stakeholder management

• • Why traditional approaches don’t work
  • the different types of stakeholders:
    • Societal (includes regulators)
    • Owners
    • Employees
    • Customers
    • Suppliers

 Outcome-driven change blueprint

• • Understanding outcome-based thinking and its application to strategy
  • Understand how outcome-driven innovation creates competitive superiority

The “unbalanced scorecard”

• • Building on Kaplan and Norton’s work to create a customer-centric scorecard that aligns strategy to the customer to process to people to technology

Business planning

• • How to build a business plan that’s powerful, innovative, outcome-aligned, easy to understand and drives change

Module 5 – Effective Strategy Implementation

Building capability into the organization

• • The “learning organization”
  • FAST leadership
  • Engaged and productive people

Consolidating thinking, methods and techniques

• • The Strategy Playbook
  • Recap key lessons learned