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Building a Customer-Centric Organization: How to Effectively Engage With Today’s Customer

Brands – both big and small – must hold sacred the importance of being a customer-centric organization if they are to succeed. Today’s customers are much more powerful, sophisticated, demanding and adaptive to new channels and technologies – this directly impacts how they choose to communicate with, and what they expect from, the brands with which they engage. In this course, we:

  • Discuss what it means to be a customer-centric organization.
  • Take a look at how companies can make the shift to becoming more customer-focused and explore leaderships role in making it happen.
  • Better understand what it really means to have a customer-centric culture and establish key metrics to determine if you are moving the needle and experiencing success.
  • Identify if you and your company are prepared to compete and succeed in today’s customer-centric business climate.

This course can be applied to the Business Acumen Certificate.


Kurt Lingel

Kurt is the executive vice president and a partner at Celtic Inc. Celtic is a full-service advertising and PR firm headquartered in Milwaukee’s Third Ward. For more than 25 years, Celtic has been successfully building and marketing brands for organizations, ... read more

Who Should Attend

Professionals at any level – leadership, management or nonmanagement – who are interested in learning how their companies and individual skills can become more customer-centered. This course is beneficial to anyone who leads a company, department or themselves.

Benefits and Learning Outcomes

  • Define what it means to be a customer-centric organization and its importance in today’s competitive, business climate
  • Answer the question – just how customer-centric are you and/or your organization today?
  • Identify how brands shift to become more customer-centric and the challenges that come with it
  • Understand leadership’s role in spearheading, executing and keeping a customer-centric culture and how everyone in the organization must follow
  • Understand the power of today’s customer, how they consume their messaging, and how best to market to them
  • Learn how to build a basic customer-centric road map
  • Understand the importance of measurement behind customer-centric initiatives – i.e., are we being successful?

Course Outline/Topics

  • What is a customer-centric strategy?
    • Just how customer-centric are you and your organization?
    • How would your customers answer that same question?
  • Implementing a customer-centric culture
    • Define
    • Communicate
    • Hire, train, fire
    • Everyone must participate, believe and be empowered
  • Build a customer journey map and understand why it’s important
    • Often visual, such maps help to outline the type of experience customers will have with your brand from initial touchpoint and hopefully into ongoing brand loyalty
    • Helps businesses build customer empathy, with the hope of better understanding customer pains, how they can improve the customer experience, and define what customers/prospective customers expect in order to become brand loyal
    • Understand how (and where best) to communicate with customers in order to maximize their engagement experience
      • Where are the eyes and voices of your customers?
      • In order to best listen, serve and if need fix, you must know the channels they are tapping into. Specifically, how do we market to best intercept and properly engage these audiences?
    • Celebrate the wins
      • Everyone gains from customer satisfaction
    • Defend the culture
      • Make the customer-centric culture your mission
      • Real monetary returns are at stake
    • Measure
      • Set KPIs (Key Performance Indicators)
      • Be specific when predetermining how a successful customer centric-culture will be viewed
      • Continuous measurement of goals – what’s working?

Dates and locations to be announced.