In seeking sustainable and profitable growth, managers have a tendency first to look at internal issues and then at the competition. This programme is designed to turn this idea on its head by concentrating maximum effort on the customer. Lessons may well be learned from competitors’ experiences. The organisation may well require some restructuring. However, the driving force for growth must be a profound knowledge of your customers. Specific research projects, multiple client assignments and feedback from thousands of business managers have led to a practical programme that enables you to bring sustained growth to your own business environment.
Through Powering Growth, you will gain a whole new way of thinking that will allow you to create your own road map for growth.
The capacity to gain a deep and accurate yet intuitive understanding of your external and internal customers is the fundamental driver of customer-based growth. The programme will provide you with the skills to enable you to lead the customer discovery process.
What you offer the customer may not be obvious. There are different ways of judging value. You must go beyond the product or service. Some customers may require a deep involvement with your brand. Others may wish for a simple, efficient fulfilment of their needs. Emotions are key drivers and sometimes can sell by themselves. Discover the concepts of customer value, equity and engagement.
The deeper the understanding of customers that you develop, the more likely you will be to anticipate their needs, arrive at new products or services and even reduce your traditional marketing expenditure. Customer advocates will make a considerable contribution to your success and are often the most persuasive salespeople.
You will apply your learning through the DiG (Discovery Innovation and Growth) simulation, developed at INSEAD for courses in marketing, innovation, strategy and leadership. With a small team, you will manage a fictitious firm from 2021 to 2025. Pushed out of your comfort zone, you will learn to discover and test customer insights, innovate with new offers, improve the customer experience and implement market deployment activities.