LEADING CUSTOMER-CENTRIC GROWTH

Program Objectives Include:

ü Helping companies earn more profit by aligning their organization around a customer-centric strategy. According to research by Deloitte, customer-centric organizations are 60% more profitable compared to companies that are product-centric.

ü Increasing enterprise value by understanding high-value customers and creating strategies to address their needs. According to the Office of Consumer Affairs, acquiring new customers can cost 6-7x more than than keeping existing customers.

NEXT STEPS

1. EXO wants its customers’ opinions on the most valuable content for Leading Customer-

Centric Growth

2. Please vote on the top three most valuableitems

3. EXO will collect votes from a broad base of leading corporations, and apply votes to

the program development

4. Leading Customer-Centric Growth will be launched in fall 2017

This new program will enable leaders to develop customer-centric strategies that create high-quality growth.

ExecOnline, in collaboration with The Wharton School, will launch an advanced leadership development program on customer-centricity in fall 2017.

Who Should Register:This program is designed for managers, directors, and vice presidents across functions within your organization.

Rank the most relevant content for your business (top three):

LEADING CUSTOMER-CENTRIC GROWTH

CONTENT SUMMARY

1 Understanding your customers’ buying behavior

Learn methodologies to research individuals, groups, or organizations, and the process they use to select a product.

2 Understanding your function’s role in the market strategy Understanding how a leader’s function aligns with their organization’s overall marketing strategy.

3 Strategies to maximize customer engagement Developing a framework that enables a leader’s function to maximize customer engagement.

4 Position new products and services Understanding how to best position a product or service to customers.

5 Develop data-driven, go-to-market strategies Leveraging external and internal data to develop new products and services that match customers’ needs.

6 Build and leverage brand value Understanding your organization’s brand and how your function can provide support.

7 Understand marketing math essentials Understanding marketing investments, including the customer journey from acquisition to conversion.

8 Develop optimal pricing strategies Identifying pricing strategies to achieve desired business goals.

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Jagmohan S. RajuVice Dean, Wharton Executive Education

Professor of Marketing

Executive Director, Wharton Co-Sponsorship of Indian

School of Business

Professor Patti Williams' research examines ways consumers' emotional responsesinfluence consumption and persuasion. Her current research projects focus on howemotions influence consumer decisions and processes of persuasion; consumerresponses to emotional and attitudinal ambivalence; emotion regulation; and theemotions associated with social identities.

Williams' research has been published in top-tier academic journals, including theJournal of Consumer Research, the Journal of Marketing Research, and the Journal ofExperimental Psychology: Applied. She serves on the Editorial Review Boards for theJournal of Consumer Research, the Journal of Consumer Psychology, the Journal ofMarketing Research, and the Journal of Marketing.

Williams earned her PhD and MBA from the University of California, Los Angeles and herBA from Stanford University.

Professor Jagmohan S. Raju is director of the Wharton-Indian School of BusinessProgram. He also serves as the vice dean of the Wharton Executive Education program.Raju is internationally known for his research on pricing strategies, coupon programs,managing private labels, and sales force compensation. He consults extensively withcompanies around the world, including Wyeth Pharmaceuticals, Medtronic, WarnerHome Video, and Johnson and Johnson on designing pric ing strategies and developinglaunch plans for new products.

Raju's research has been published in top-tier academic journals, including ManagementScience, the Journal of Retailing, and Marketing Science. He also serves as the marketingeditor of Management Science and is the president of the INFORMS Society forMarketing Science.

Raju received his PhD, MA, and MS degrees from Stanford University, his MBA from theIndian Institute of Management, and his BTech from the Indian Institute of Technology,Delhi.

Patti WilliamsIra A. Lipman Associate Professor of Marketing

Professor Information

LEADING CUSTOMER-CENTRIC GROWTH