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Building Customer-Centric Organisations


To be truly customer-centric and market-driven, a company or organisation (profit or nonprofit) should develop the capability to sense and respond to the changing needs of customers in the market. This, then, is the basic premise of this newest addition to our suite of marketing programmes - Building Customer-centric Organisations - which focuses on the idea that customer focus must extend to the entire organisation across all its major functions for it to be successful.

This programme helps participants to foster a customer-centric approach within their organisation, one that responds to changes in the marketplace. By the end of the programme participants will understand how to obtain customer insights through customer analysis that would help in the creation of a superior value proposition.

Participants will critically assess how to remain customer-centric by organising the firm around the objectives of its customer strategy in a way that aligns various functions (e.g. operations & marketing) as well as tactics (i.e. marketing mix) with the over-arching strategic vision.

Through knowledge sharing and action-based learning the participant should be able to obtain a fundamental understanding of how to build and sustain a customer-centric organisation.


  • Frameworks to develop and remain customer-centric
  • Understand how firms maintain or lose their customer focus
  • How to derive customer insights from consumer behaviour to create effective value propositions
  • How to develop customer empathy
  • How to avoid pain points for customers
  • Customer relationship management and customer lifetime value
  • Organisational design for strategic alignment
  • Customer-centric B2B organisations


  • How to build a disciplined approach to the analysis of marketing situations that will expand your marketing decision making skills
  • How to take a multi-functional approach to align organisation with customer strategy that will expand your ability to work across the organisation
  • Quantitative tools for measuring customer preferences (e.g. conjoint preference measurement), customer relationship management, (e.g. customer lifetime value), customer feedback (satisfaction and loyalty measurement), and service and operations (incorporating proper performance metrics into firm decision making and strategy)

This programme counts towards the Cambridge Judge Business School General Management Certificate of Achievement. On completing the GMCA you will be eligible to become an associate member of Cambridge Judge Business School's global network of graduates and business-focused University of Cambridge alumni, faculty and staff.

Who should attend

This programme is designed for senior executives, marketing professionals and entrepreneurs wanting to enhance their knowledge of customer focused leadership and the impact of customer insights on decision making and strategy. Learn how to take a multi-functional approach to align organisation with customer strategy that will expand your ability to work across the organisation.

Academic programme director


Ahmed Khwaja

Reader in Marketing

PhD (University of Minnesota)

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Faculty & speakers

Eden Yin

Eden Yin

University Senior Lecturer in Marketing

PhD (University of Southern California)

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Dates & fees

Dates Duration Fees *
Dates tbc 2 days £2,300 + VAT

VAT is charged at the prevailing rate, which is currently 20%; e.g. £2,300 + 20% = £2,760.

* Fees include instruction, materials, lunch and breaks. Preferential rates may be available for groups, University of Cambridge alumni and members of the School's Alumni Association. Please note prices pre-registration are subject to change.

For information regarding payment terms, cancellation rights, transfer policies and fees, please see our terms & conditions documents:

Terms & Conditions for Self-funded Applicants (pdf, 233KB) (updated 31 January 2018)
Terms & Conditions for Organisation-funded Applicants (pdf, 250KB) (updated 31 January 2018)

Registration closes at midday two working days before the programme start date.

Participants are expected to attend the full programme.

If you have any questions or would like to have a chat about this programme and how it could benefit you or your organisation, please get in touch with the programme advisor:

Elodie Cameron

Marketing & Business Development Manager
Tel: +44 (0)7879 116925

Elodie Cameron

Version 1 (10 September 2018)



Register your interest

Upcoming dates for this programme have not yet been confirmed. Register your interest in this programme and we'll let you know when the dates are finalised.

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