Jan 16
Customer Focus - The Key to Profitability
20 Jan - 21 Jan
Tata Management Training Centre, 1, Mangaldas Road, Pune 411001
Companies operating in B2B businesses serve a complex set of customer roles (the buying centres)- influencers, purchasers, users and implementers — whose needs vary significantly, and thus need to understand the motivations of each. Apart from the diversity among buying centre members, B2B marketers also face high risk due to the large size of transactions and investments along with tough negotiations. The loss of one single customer can thus result in significant revenue loss for the company. To be successful, B2B companies therefore need to form strategic alliances and to invest in intense relationship building efforts with their clients. 

There is an increasing need for B2B companies to redefine value for customers, measure it, and provide solutions that help their customers win end-customers. This calls for 'Customer focus', a shift in mind set and realigning business systems such that the customer is at the core of all business functions, in order to deliver customer satisfaction.

B2B Marketers today need to assist their customers in one or more ways to manage and grow their businesses, and this in turn requires going beyond their direct customers' need to understand the end customers. Gaining this perspective will help a B2B marketer offer a more compelling value proposition, one that will help his/her customer serve the end customers better.
Programme Director
Dr. Richa Vyas
Programme Co-ordinator
Ms. Srividya Bhalerao

Developing customer focus calls for significant changes in the way companies function. They need to realign themselves to customers' requirements, break organizational silos and develop systems
and policies in every part of the organization to serve customers better. Traditional approaches may not deliver the value creation that both the business and customers seek today. Marketers thus
need to find new ways to provide better customer value that justifies a premium and builds customer loyalty. This program is therefore designed to help participants to-
  • Develop a good understanding of the concepts and frameworks of Customer
  • Focus in the context of business-to business markets
  • Develop critical analysis and problem solving abilities with respect to business market management.
  • Gain a first-hand understanding of working relationships within and between firms in business markets
  • based on superior customer focus
  • Develop customer focus to provide a 'Solution Strategy'
  • Develop an understanding of how social media can be used to enhance marketing practices
The program will be delivered through a combination of engaging methodologies – lectures; case discussions; exercises; and sessions to help participants understand how to put theory into practice. 
Faculty for this program include Professor D V R Seshadri of IIM Bangalore, who will help our participants understand relevant tools and frameworks, as well as industry stalwarts like Mr. Peeyush Gupta (Tata Steel) and others who have driven customer focus initiatives.
  • This program is designed keeping in mind the specific requirements of B2B companies. This includes middle management professionals who have already spent 8-12 years in product management, marketing, manufacturing and sales in such organizations.
  • The program director will be happy to guide individual companies on the suitability of potential participants for this program.

INR 42000/- plus applicable taxes; this is a residential program and the fee includes course tuition, cost of instructional material / program kit, food, & accommodation on double occupancy basis. Full program fee (plus applicable taxes) is payable against pro-forma invoice which will be sent upon receipt of nomination(s).

Cancellation Policy

Cancellation more than 20 days prior to the start of the program will be accepted at no charge. Cancellations 10-20 days prior to the program will be subject to a payment of 50% of the program fee
(plus applicable taxes), and cancellations received less than 10 days prior to the program start date will be subject to payment of 100% of the program fee (plus applicable taxes).
Please Note: All cancellations must be confirmed via email to the program coordinator.