Translate policy on customer-focused culture into procedures that hold up under day-to-day pressure.
Building a Customer-Focused Culture Across the Entire Organisation
An applied course in customer-focused culture built around the decisions practitioners actually face.
📍 Cairo🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Buyers now complete much of their decision on customer-focused culture before speaking to anyone. Discounting solves a problem in this strand of marketing and commercial practice today and creates a larger one next quarter. Benchmarking exercises repeatedly place the wider marketing and commercial practice agenda among the areas with the widest performance spread. The outcome is a practitioner who can hold a position on customer-focused culture and revise it on evidence. The method assumes participants will be challenged on their handling of this area of marketing and commercial practice and prepares them for it. It establishes a shared vocabulary for this aspect of marketing and commercial practice so that teams can disagree productively about it. The difficulty is not agreeing that customer-focused culture matters — it is deciding what to stop doing to make room for it. The content is relevant to those who own this area of marketing and commercial practice and to those who are held accountable for its results. It closes by agreeing the smallest change to this aspect of marketing and commercial practice that would make a visible difference.
Expected Learning Outcomes
Structure pricing for customer-focused culture to reflect value rather than cost.
Set acceptance criteria for customer-focused culture before work begins rather than after.
Build the sales process for customer-focused culture so it is repeatable across the team.
Plan expansion of customer-focused culture into new segments or markets deliberately.
Set the attribution model for customer-focused culture and understand its limits.
Build a concise go-to-market plan for customer-focused culture that colleagues can follow without further explanation.
Who Should Attend
Team leaders and supervisors who put customer-focused culture into practice day to day.
Commercial analysts measuring performance of customer-focused culture.
Business partners who must understand customer-focused culture well enough to challenge it.
Account managers responsible for retention within customer-focused culture.
Founders and owner-managers running customer-focused culture personally.
Retail and channel managers executing customer-focused culture in the field.
Course Modules
Customer-focused culture: pricing, value and discount control
2 sessions · 8 pointsSession 1Qualifying out of customer-focused culture early and without guilt
- Record what was learned when customer-focused culture did not go as planned.
- Establish what evidence demonstrates customer-focused culture is under control.
- Set objectives for customer-focused culture in revenue terms with a timeframe.
- Test creative for customer-focused culture at small scale before full commitment.
Session 2The handover between marketing and sales in customer-focused culture
- Reduce the variation in how customer-focused culture is carried out between teams.
- Prepare the summary of customer-focused culture that senior management will read.
- Describe the buyer for customer-focused culture specifically enough to name who is excluded.
- Build the internal briefing that explains customer-focused culture to those affected.
Customer-focused culture: qualification and pipeline discipline
2 sessions · 8 pointsSession 1Where customer-focused culture typically breaks, and why
- Record the rationale for each significant choice made about customer-focused culture.
- Confirm that those complying with customer-focused culture understand why it exists.
- Plan the sequence in which improvements to customer-focused culture will be introduced.
- Build the report on customer-focused culture that answers whether to spend more or less.
Session 2The paperwork for customer-focused culture that is actually needed
- Script the three most common objections in customer-focused culture and the responses.
- Agree what will be standardised in customer-focused culture and what will not.
- Document the sales process for customer-focused culture so a new joiner can follow it.
- Compare cost of acquisition against value in customer-focused culture.
Customer-focused culture: objection handling and negotiation
2 sessions · 8 pointsSession 1Handling the objection to customer-focused culture that ends most conversations
- Build the content that answers the buyer's real question about customer-focused culture.
- Rank the weaknesses in customer-focused culture by consequence rather than by ease of fixing.
- Draft the minimum viable go-to-market plan for customer-focused culture.
- Define qualification criteria that disqualify quickly in customer-focused culture.
Session 2Defining the audience for customer-focused culture narrowly enough to matter
- Design the retention action triggered when a customer of customer-focused culture goes quiet.
- Select channels for customer-focused culture based on evidence, then cut the rest.
- Map the handovers in customer-focused culture between functions and secure them.
- Choose the next segment for customer-focused culture and state why it is next.
Customer-focused culture: retention, loyalty and lifetime value
2 sessions · 8 pointsSession 1Keeping customer-focused culture alive after the initial push
- Decide what will be stopped to create capacity for customer-focused culture.
- Identify the data already collected that bears on customer-focused culture.
- Set out the decisions in customer-focused culture that require sign-off and by whom.
- Agree the attribution model for customer-focused culture and state its known limits.
Session 2Choosing channels for customer-focused culture on evidence
- Close out actions on customer-focused culture rather than leaving them open indefinitely.
- Structure pricing for customer-focused culture against perceived value.
- Set the discount authority for customer-focused culture and require justification.
- Write the positioning claim for customer-focused culture and test whether a competitor could say it too.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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