Customers have become increasingly demanding, and any failure to meet their needs can result in switching behaviour and loss of business.

At the same time, it has become more expensive to acquire customers, thus making retention that much more critical to achieve scale and maintain profitability.

Transforming Customer Experiences is a programme to help you differentiate your product and service offerings to deliver a unified customer experience that offers a unique and compelling proposition to your customers. Customer loyalty is the foundation for improved customer lifetime value which has a tremendous bearing on customer profitability.

Develop a strategic approach to acquiring and retaining your customers. Build a customer-centric organisation. Differentiate your customer service models. Go beyond surface-level customer friendliness and understand your customer’s real needs. Create and design customer-oriented value propositions. Understand the tradeoffs in designing your customer experiences. Be nimble in your approach to overcome market competition and disruptive strategies. Leverage technology to improve customer service. Identify areas of improving service frameworks and manage relationships across the customer life cycle.

Programme Start Date & Duration

March 2, 2022 | 3 weeks

Programme Fee

INR 85,000 + GST @ 18%

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What You Will Learn

  • Become aware of the hazards of continuing with an inside-out  approach to serving customers 
  • Understand the need for customer-centricity to compete in disruptive  environments
  • Appreciate the benefits of an outside-in focus as the founding principle of customer-centricity, and the strategic importance of a differentiated value proposition
  • Understand the key elements of a value proposition and their purpose
  • Construct a compelling, deliverable value proposition for your own offerings
  • Leverage the strategies for designing and delivering superior customer service 
  • Link the value proposition to financial metrics that matter to top management

Module 1

  • Implications of technological and digital disruption for market myopia and firm failure
  • Understanding customer centricity
  • The elements of a value proposition
  • Exercise on creating a customer centric and differentiated value proposition
  • Analysing trade-offs of embedding social benefits into value propositions.

Module 2

  • Learning and applying conjoint analysis to develop customer-centric offerings
  • Knowledge to engage from leveraging data and analytics to generate customer and market insights
  • Customer-centric strategies through acquisition, retention, and growth of customer relationships
  • Understanding and leveraging customer journeys

Module 3

  • Examining customer relationship health: Alternative metrics
  • Managing cost to serve and revenues from customers
  • Managing customer relationships across the customer life cycle
  • Managing unprofitable customer relationships


Learning Experience

Executive education reimagined for a new reality. This programme blends the best of the world-class on-campus experience with advanced online learning, taught by the best minds in executive education. You will gain skills to advance your leadership goals and map your career for future success.

Real-world application

Apply your new learnings and real-world skills in-between modules and emerge as a confident leader.

On-Campus Learning

Join distinguished faculty and diverse peer network for an inperson learning experience at our Hyderabad campus.

World-Class Faculty

Learn from world-class resident and visiting faculty from leading schools worldwide.

ISB Executive Network

Expand your professional network by gaining access to ISB’s learning community of senior executives and entrepreneurs and a variety of ISB research, information, and resources.

Research-Based Teaching

Learn at India’s most research-productive B-School. Gain from the advanced, up-to-date research conducted by world-class faculty at ISB.


Gain an official certificate awarded by the Centre for Executive Education at ISB, a formal recognition of professional learning and development.

Who should attend?

This programme is best suited for:

  • Senior executives from the marketing and allied functions of medium to large firms
  • Presidents and vice-presidents of smaller customer-oriented firms
  • Mid – level and senior managers
    •  Who are tasked with growth as a part of their business strategies
    •  Building or looking to improve their skills related to developing contemporary brands, managing, and growing existing brands, and/ or revitalizing fading brands 
    • From sales and marketing functions who want to sharpen their brand management skills 
    • From service-oriented industries who are looking to improve customer service scores and improving NPS 
    • Who play a key role in crafting customer growth strategies
  • Senior executives from product, operations, technology teams who wish to gain a deeper understanding of customer-centricity and the impact on profitability


Sundar Bharadwaj

Professor Sundar is the Coca-Cola Company Chair of Marketing at the University of Georgia’s Terry College of Business and a founder of MarCaps, a marketing capability solutions provider. He is also a Senior Research Fellow at CIE, Marketing. 

Programme FAQs

How is this programme relevant in this rapidly changing environment?

As the environment has become more digital, customer journeys have begun to traverse both digital and traditional environments seamlessly. This poses enormous challenges for firms as they have to address traditional as well as digital go-to-market strategies each with its set of requirements. This programme identifies those challenges and introduces alternative approaches to create value for customers and the firm.