The objectives of this course are to enable the participants: (1) Better appreciate the importance of strategic (“out of the box”) thinking and customer-focused strategy; (2) Understand the essentials of strategy formulation and a proactive strategic orientation; (3) Apply a framework of customer-focused strategy formulation; (4) Understand best practices in customer affiliation and in attracting and retaining the right customers; and (5) Apply a framework for managing customer relationships. The key topics covered include: strategic mission and vision, aligning vision with strategy, planning for customer-based growth, formulating a customer-driven marketing strategy, understanding customer value and needs, customer segmentation, customer satisfaction and loyalty, profitable customer relationship management, and organizational change to customer orientation.