Customer X

Programme Overview 

Get ahead and stay ahead in a competitive and digital world with this new approach to strategy.

Reimagine brands and customer journeys and discover how to win customers at speed, scale and lower costs. Learn tools, tactics and techniques from real-life global examples across multiple industries.

What does the programme offer you?

• Sense new movements and strategic currents impacting consumer values and choices
• Define the new space you want to occupy and own, with potential for additive scaling
• Accumulate a set of tools to ensure a competitive advantage
• Move beyond profit to scalable value using a new model to create and spread wealth
• Understand what works, and what doesn’t, in selling new ideas inside and outside your organisation

Programme details

The course explores a 4-step process to convert unique ideas into new offerings, making markets into movements that create scale.

1. Shake up and disrupt the status quo
2. Shape up and frame the emerging future
3. Speed up and make things happen faster
4. Scale-up and stay ahead

Who is this programme designed for?

• Anyone reinventing a business, business division or subsidiary who wants to scale an existing or new customer base fast and sustainably, by going beyond beyond the typical strategy approach
• Business-owners, C-suite leaders and leadership teams, SVPs, VPs and functional heads
• Customer Experience, Marketing, Innovation and Strategy Leaders, and Commercial Managers

Programme delivery

The course combines theory, case studies and hands-on tools, and is blended between two days in classroom and two 3-hour online follow-ups on real business application and action learning.

Lecturers:

David Erixon

David is an Adjunct Lecturer on Trinity Business School executive programmes. He founded Hyper Island and EY Doberman, and helped scale businesses including Vodafone (Global), Yota (RU) and 22Seven (SA). He has worked on customer centricity, disruptive innovation, digital marketing and business transformation projects across the FMCG, telecom, financial services, entertainment, luxury goods and retail sectors. He is currently the Marketing Director of NatWest Group (UK).

Sandra Vandermerwe

Prof. Sandra Vandermerwe was chair at Imperial College 1996 to 2006 and Professor of Marketing and International Services at IMD Lausanne Switzerland 1986-1996, teaching on MBA and senior executive programs. She has written several books and award winning
case studies. She works with startups, senior management and boards on Disruptive Customer Centric Innovation and Transformation globally, with clients such as IBM, Volvo, Barclays, Unilever, Suse, Harley Davidson, UK Trade and Industry, Pfizer, Gartners, Baxter
Healthcare and LexisNexis. She is extraordinary Professor at Gordon Institute of Business Science (SA)

Ronika Chakrabarti

Ronika Chakrabarti is an Associate Professor of Marketing at Trinity Business School, where she teaches marketing strategy, design thinking and marketing and “design consultancy for good”. She has been a visiting scholar at Kellogg School of Management, Northwestern University and Cambridge Judge Business School, University of Cambridge.
Ronika has co-chaired international conferences and ethnographic immersion workshops in Tanzania, India and the United States. She also works in the area of Sustainability and Business Markets.