Detailed Programme

This 3-day programme helps you develop the necessary insights for gaining competitive advantage in the market. We discuss theoretical concepts and insights as well as case studies, techniques and practical examples to bring theory to life and better understand the power of putting the customer in the centre of your organisation. Top-level faculty − representing a mix of professors and expert practitioners − guide you through this programme. You also share experiences with your fellow participants and practitioners, who share their business cases with you.

The programme 'Driving Growth through Customer Centricity' consists of 5 modules:

Module 1: Customer-driven innovation

  • How to connect to your customers during the innovation process
  • Developing products and services for the wider customer needs                                            
  • Co-creation best practices from product and service industries

Module 2: Better customer understanding 

  • A 360 degree customer view? Where do you start?
  • From customer data to customer insights: improving marketing decision-making
  • Personalising communication and marketing campaigns using predictive analytics

Module 3: Customer Journey Thinking

  • Learn and exercise the essential questions and approaches to conceptualise your business from a customer decision journey perspective
  • Gain insights into customer psychology that offer deep-dive perspectives for applying your customer journey thinking, and that can enable you to be a game-changer in your customer approach
  • Learn how digital technologies can be used to generate ‘value for the customer’ and ‘value for the company’ simultaneously
  • Experience how digital technology can be used to create a competitive advantage in ‘how’ you bring a given product/service to the customer
  • Be inspired by real-life examples of successful customer journey approaches driven by Artificial Intelligence (AI), Big Data, Augmented Reality, etc.

Module 4: A customer & innovation-focussed culture

  • How to identify & overcome cognitive cultural patterns in organisations
  • How to turn boredom, resistance and protection into customer curiosity, awareness and thrill
  • How to fly on the wings of surprise, discontinuity and intuition

Module 5: Capturing value through innovative pricing

  • Defining a pricing strategy in line with your company objectives
  • Maximising the value of the interaction with your customers
  • How start-up pricing can inspire established companies

A learning experience like no other

When you come to Vlerick, you step away from your usual routine and gain a wider perspective. You discover how to tackle challenges, turn your knowledge into action and apply your skills in your workplace. You learn from faculty who are experts in their fields – and from a diverse group of peers. All these things help you become a confident, skilled professional, ready to succeed in business – and in life.

Vlerick Learning Experience

Drive real change in your organisation

A learning experience with real impact on your operations? A management programme tailored to the specific needs of your business? Contact us and discover how we can design and deliver customised programmes for your team that add genuine value to your organisation.

Need help?

Contact our Programme Advisor
Programme Advisor
Tel + 32 9 210 98 84
[email protected]
Find the programme most relevant for you!

Download our programme calendar

Meet Us

Info Sessions & Open Days
11 Feb
Drop In on our Ghent Campus
Category: General Info Sessions

20 Feb
Experience Vlerick Evening
Category: General Info Sessions

10 Mar
Drop In on our Leuven Campus
Category: General Info Sessions

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