Detailed Programme

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 using analytics and big data 

  • 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: How to create a customer & innovation-focussed organisation

  • 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

The Vlerick Difference

We have a unique approach to learning, which focuses on bringing theory to life, giving you the skills and insight you need to really make a difference. Spend time on our beautiful campuses, and you become part of one of the most active business communities in Europe, learning in a way that will help you to be a more effective and productive business leader throughout your career. Learning at Vlerick really is an experience far away from traditional classroom learning. You’ll work collaboratively with your faculty and fellow participants to bring your ideas to life in a robust and practical way.

Digital − the new normal in business − will also strengthen your learning process. Our online platform ‘Showpad’ and the use of a tablet grant you access to all of the learning materials anywhere, anytime, and enable you to go beyond note-taking: take pictures of the flipchart during a brainstorming exercise, record a video of a role play, participate in a quick poll, create a Wikipage together … and share them on the spot with your group.

Find out more

We facilitate your journey. You make the difference.

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
programmeadvisor@vlerick.com
Find the programme most relevant for you!

Our programme finder allows you to find the management programme that best fits your needs.

Find a Programme

Meet Us

Info Sessions & Open Days
23 Aug
Drop In on our Brussels Campus
Category: General Info Sessions

06 Sep
Drop In on our Ghent Campus
Category: General Info Sessions

16 Nov
Drop In on our Leuven Campus
Category: General Info Sessions

No. 1 for Executive Education

Related Articles

  1. Capture the value you deserve

    The latest collaborative piece of research undertaken by PwC and Vlerick focuses on how companies engaged in ‘B2B2C’ relationships manage the power game with their channel partners. It questions how suppliers can reinvent their relationship with channel partners to spur profitable growth.

  2. How can B2B organisations engage consumers through the use of digital technology?

    B2B organizations are increasingly considering the use of digital technology to engage end-consumers. However, capturing value from such engagements requires a different approach than mere interactions with business customers. The Consumer Engagement Framework includes six types of consumer engagement, and provides a useful basis for any B2B organization to assess its current consumer engagement initiatives as well as to identify how these efforts can be reinforced, supplemented or integrated to enhance the scope and impact of the organization’s digital initiatives.
All articles