The Age of Customer-Centered Marketing


Irena Jakimova, 22-23.12.2016, M6 Educational Centre

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Workshop Overview

The idea of customer-first is not new but brands need to constantly refresh their approach to meet consumers’ changing demands. User-generated content and emotive storytelling are rising to the fore, while customer-focused challenger brands continue to disrupt the market.
Brands are adapting and transforming, internally and externally, to become increasingly customer-centric. Whether it is content, internal transformation or getting customers involved in the brand story, putting the consumer first is vital to successful marketing.
This customer-centric approach has given rise to major trends in marketing, including disruption, emotive storytelling, user-generated content and diversity.
Being customer-centric is arguably not new but the process is constantly changing, so it is not just the brand promise that needs to be taken into account. Digital tools allow marketers to make campaigns, products and services more relevant and timely for consumers but the proliferation of this content also means that consumers’ attention is in high demand.
Research shows that customer-centric companies were 60% more profitable compared to companies that were not focused on the customer.
This Workshop is aimed at bringing this concept and its successful application closer to companies.

Who Should Attend

Marketing Managers, Brand Managers, SME Owners/Managers

How will you benefit?

· You will be acquainted with the essence of the topic of Customer-centered Marketing as well as with the importance and impact it has in nowadays business strategy making
· You will be able to make the difference between “organization-centered” and “customer-centered” on the one hand, as well as between “customer-centered” and “customer-focused” approaches
· You will be able to learn how to detect and overcome the main challenges in becoming a truly customer-centric organization
· You will be able to understand and better use nowadays trends in Customer-centered marketing

Day 1 (22.12.2016)

11:00 – 11:30 Registration

11:30 – 13:00 Module 1: How to Create a Customer-Centric Strategy
- What is customer-centric?
- What does it mean to be a customer-centric company?
- The challenges of becoming a customer-centric company/ organization
- Best practices for becoming a customer-centric company

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2: How to Recognize the Customer of Today
- The Psychology of the Customer of Today
- The trends
- What does the Customer of today feel, think, do…
- Customer-centric messages
- Case Studies/Interactive Exercise

Day 2 (23.12.2016)

11:00 – 11:30 Registration

11:30 – 13:00 Module 1: The Major Trends in Customer-Centric Marketing
- Disruption of brands
- Emotive storytelling
- Case Studies/Interactive Exercise

13:00 – 13:15 Coffee Break

13:15 – 14:45 Module 2: The Major Trends in Customer-Centric Marketing
- User-generated content
- Diversity
- Case Studies/Interactive Exercise
- Wrap-up & Conclusions


Irena Jakimova
Irena Jakimova is founder, certified trainer, coach and business consultant at Inspirit Coaching.
She has over 20 years of professional experience in the field of marketing and communications. During her professional career she worked for Idea Plus DDB, McCann Erickson, The Coca-Cola Company, United Nations and UNDP. She has an extensive experience working in various industries (advertising, PR, training and consulting, FMCG, finances and insurance, tourism and hospitality).
Ms. Jakimova has a Bachelor’s degree in Marketing. She also holds an MBA with distinction in General Management from the University of Sheffield. In addition to her formal education, she is certified trainer for adults (Ministry of Education), NLP coach, SDI facilitator, Master trainer in Tourism and Hospitality (SHL).


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