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Creating Customer Value

Scott Keplinger, Principal & Partner, The Asymmetria Group

Andrew Norman, Ph.D., Associate Professor of Marketing

In today’s hyper-competitive and highly informed marketplace, clearly defined value propositions that attract and retain profitable customers have never been more important.  This course provides participants the foundational concepts and pragmatic approaches to do so across business models and industries.

Course Objectives:

  • Clarify and inform attendees on the importance of creating, maintaining, and increasing customer value within a competitive marketplace
  • Relate customer value creation to various types of customers and paths to market/business models
  • Explain types of customer value that can be created and various methods to do so within the customer value chain

Who should attend?

This course is designed for those who have an active interest, role, or responsibility for growing and sustaining profitable revenue. Common attendees include:

  • New- to mid-career professionals in customer-facing and/or demand-generating functions (e.g., product development, marketing, sales, customer service, customer experience, etc.)
  • Mid-career professionals seeking to shift or expand their expertise (e.g., finance, accounting, operations, IT, etc.)
  • Experienced professionals seeking a refresh or more contemporary view of customer value and its importance (e.g., general management, strategy, etc.)