Training on Customer Acquisition & Retention Strategies

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 organisation’s why

  • The limitations of mission and vision statements

  • Why clarity of purpose is the best foundation for strategy

  • Lessons from different types of organisations

• Practical Exercise: How, what, and why exercise to define your organization’s purpose

• Case Study: Successful organizations that transformed strategy execution by clarifying their “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

  • Concepts driving Blue Ocean strategy – advantages and limitations

  • Understanding the Outcome-driven Strategy Canvas

• Practical Exercise: Map your organization’s strategy against customer value priorities

• Case Study: Applying Blue Ocean and Outcome-Driven Strategy in real-world organizations

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

  • Using the “voice of the customer” to establish current capability

  • Organisational 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

• Practical Exercise: Evaluate your organization’s current capabilities vs. future requirements

• Case Study: A company that successfully aligned capabilities to strategic objectives

Module 4: Managing Change To Deliver Customer Value

• Stakeholder Management

  • Why traditional approaches don’t work

  • Different types of stakeholders: Societal (regulators), Owners, Employees, Customers, Suppliers

• Outcome-Driven Change Blueprint

  • Understanding outcome-based thinking and its application to strategy

  • Outcome-driven innovation for competitive superiority

• The “Unbalanced Scorecard”

  • Building a customer-centric scorecard aligning strategy to customer, process, people, and technology

• Business Planning

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

• Practical Exercise: Develop an outcome-driven change blueprint for a current organizational challenge

• Case Study: Implementing a customer-focused scorecard for improved performance

Module 5: Effective Strategy Implementation

• Building Capability into the Organisation

  • The “learning organisation”

  • FAST leadership

  • Engaged and productive people

• Consolidating Thinking, Methods and Techniques

  • The Strategy Playbook

  • Recap key lessons learned

• Practical Exercise: Create an actionable strategy playbook for your organization

• Case Study: Real-world example of a company embedding strategic capability and achieving measurable results