One important way of promoting customer centricity is by supporting our clients in capability building among their leadership and staff. To this end, the WATC Academy provides bespoke training and coaching as well as a number of standardised learning bursts.
This page provides a list of some popular learning opportunities. Please get in touch with us if you are interested in one of them or if you would like to discuss training or coaching sessions that are tailored specifically to your needs.
- “Customer Centricity” Series: Essentials on Customer Centricity for executives of any industry (4 modules)
- “Change Management” Series: Key concepts & skills for agents of change in any industry (3 modules)
- “Customer Valuation” Training: Highly interactive, intensive training sessions for executives in B2B markets
- “Listening to Win”: Assessment & advancement of listening skills for executives of all industries
- “Essential Management” Series: A universal set of management skills for executives of any industry (5 modules)
- “Thinking Commercially in Life Sciences” Series: Commercial fundamentals for biotech start-ups (5 modules)
Interested? Contact us for more information.
Customer Centricity Series: How to make your company more customer-centric?
Experience tells us that the more customer-centric a company is the more profitable it will be. It will be more successful in acquiring new customers, excel at cross-selling and increasing share of wallet, have more loyal customers and receive more positive word of mouth. The “Customer Centricity” Series of four Learning Bursts provides an overview of essential frameworks and tools that support participants in moving their organisation towards customer centricity.
1. CUSTOMER CENTRICITY
Challenge: While few organisations have a shortage of aspiration of becoming customer-centric, many lack the framework, tools, and alignment for getting there.
Development Focus: Understand what it means to be customer-centric and what it takes to achieve Customer Centricity.
Key Curriculum Components: Customer Centricity Canvas, Customer Centricity Playbook, Customer Centricity Roadmap
2. CUSTOMER VALUATION
Challenge: Focusing scarce resources on the right individual customers or customer segments is a key to profitability demands knowledge of their value potential.
Development Focus: Get an overview of the various ways to determining customer value and enable your company to build its ideal customer valuation model.
Key Curriculum Components: The concepts of mutual value creation and customer value, approaches for customer valuation, hands-on case study
3. CUSTOMER EXPERIENCE/JOURNEY MANAGEMENT
Challenge: Managing customer experiences and journeys builds the foundation of successful customer relationships and hence of a company’s success.
Development Focus: Learn how to explore your customers’ journeys and how to identify ways to shape them to both parties’ advantage.
Key Curriculum Components: Key concepts, customer insights generation and co-creation, customer journey mapping, key success factors in execution
4. NET PROMOTER SCORE (NPS)
Challenge: NPS is a proven concept for focusing an organisation on the customer, driving change and measuring success. However, its application is often flawed.
Development Focus: Learn about Net Promoter Score, understand its advantages and challenges and reflect on its potential benefits for your company.
Key Curriculum Components: The case for NPS, alternative approaches and their pros/cons, success requirements, execution considerations
Change Management Series: How to successfully lead your organisation through transformation?
Organisations of all kinds face an ever-increasing need for being able to adapt to changes in their environment. They also experience that the pace at which these developments are required is continuously growing. Being good at leading organisations through transformation has become an important success driver and differentiator. This series of three learning bursts covers the essential frameworks, capabilities and tools that enable participants to become active leaders of change.
1. CHANGE MANAGEMENT
Challenge: The need for change has become a constant in business life rather than occurring from time to time. This makes skills in leading organisations through transformation more important than ever before at any level in the organisation.
Development Focus: Analyse your organisation’s capacity for changing, learn how to lead through change processes and master the success requirements of transformation.
Key Curriculum Components: Change management concepts, psychological factors, success requirements, change process, self-reflection exercises
2. ORGANISATIONAL CULTURE
Challenge: Few practitioners would question that an organisation’s culture has a strong influence on its success. Nevertheless, many managers feel uncomfortable when it comes to reading their company’s culture and even more so when they are expected to shape it.
Development Focus: Experience the importance of culture for a company’s success, learn analysing your organisation’s culture and reflect on the challenges and success factors of cultural change.
Key Curriculum Components: Cultural analysis approach, target culture definition process, success requirements, self-reflection exercises
3. LEADERSHIP
Challenge: What does it mean to be an effective leader? Do you have what it takes to be one? Not every senior person in a company needs to be a leader, but organisations need leadership. This learning burst is meant for people on every level who want to go beyond management and bring the willingness to question their own position in the organisation.
Development Focus: Get clarity about the important difference between leadership and management, analyse the leader in yourself and get exposed to the wealth of experience of an inspirational speaker and coach.
Key Curriculum Components: The nature and concept of leadership, success requirements, inspirational real-life case examples, self-reflection exercises
Customer Valuation Training: How to determine the value of your customers and where to allocate scarce resources?
Allocating an organisation’s scarce resources to the right individual customers or customer segments is a key to profitability and growth. However, to make the right resource allocation calls sales-oriented decision-makers require a very good understanding of a customer’s or customer group’s value in comparison to other potential customers. Many companies are overwhelmed with gathering the necessary information and choosing the right valuation methodology for their organisation.
This intensive and highly interactive Customer Valuation Training provides the methodological knowledge and an opportunity for hands-on application of several valuation techniques in a low-risk environment.
TARGET AUDIENCE
This training is meant for market-oriented executives who need to make strategic and operational decisions about which customers or customer groups to allocate scarce sales and marketing resources to. This includes, among others, leaders and key staff within the Sales, Marketing and Strategy functions. The course accommodates participants from organisations with different expertise and maturity levels in the realm of valuation techniques.
FORMAT
This intensive and highly interactive training combines lecture elements with ample opportunity for hands-on group work. It has been designed in a way that allows participants not only to hear about various valuation models, but also to apply this newly acquired knowledge on real-life CRM data. The group work part and the discussion of its results therefore constitute a large proportion of the course.
TRAINING HIGHLIGHTS
The Customer Valuation Training leads participants from the basics of valuation to the theory and practicalities of a variety of different methodologies. It allows attendees to experience the presented valuation models first-hand and reflecting on their respective merits for their own organisation. The main highlights include:
- Determinants and components of customer value
- Five different types of customer valuation techniques
- Intensive, quantitative group work based on a case study with real CRM data
- Reflection on the ideal methodology for your organisation
- Optional: After the training, our experts can be employed for individual coaching sessions for evaluating, defining, building up or evolving your company’s own customer valuation methodology
Listening to Win: Do you know what poor listening is costing your organisation?
60% of all management challenges are related to inadequate listening. 74% of what we hear we misinterpret, misunderstand, or change. This course offers the world’s first statistically validated listening assessment and consultations for individuals and teams, to elevate performance.
TEST AND ADVANCE YOUR LISTENING SKILLS
The Listening to Win Learning Burst causes a breakthrough in your ability to listen and communicate effectively and creates an opening for a powerful new conversation about your organisation’s strategy—the integrated set of choices you as leader make to build market positioning that is both unique and valuable.
THE PROGRAMME WILL PROVIDE YOU THE OPPORTUNITY TO:
- Discover your dominant listening habits
- See how your habits simultaneously help you succeed and limit your success
- Identify how best to work with others on your teams, and how to create high performing teams for rapid strategy implementation
The programme conversation draws on your own expertise and judgement — individually and collectively — as well as on proprietary content, frameworks, tools, and case studies. As a result of this program you will be left with a clear sense of what’s next for your own strategic listening development.
Essential Management Series: A universal set of management skills
1. SETTING DIRECTION
Challenge: Product-/operationally-focused firms are easy to imitate and struggle to sustain growth across multiple time periods.
Development Focus: Learn how leaders make critical direction-setting choices for their firms to create value across multiple time periods.
Key Curriculum Components: Purpose, mission, vision, values, culture
2. THINKING STRATEGICALLY
Challenge: Despite heavy research and investments, strategy remains abstract; hard to define, to communicate, and to implement.
Development Focus: Learn how to increase your ability to think and act strategically; leading to clear articulation of strategy choices.
Key Curriculum Components: Strategy development, consistent framework and language to articulate strategy clearly, understanding of your current strategic positioning and degree of differentiation from competitor
3. BEING MARKET-ORIENTED
Challenge: Most firms aim to be “customer-centric” but It is not enough – firms must consider all marketplace forces in a given market.
Development Focus: Learn about the three specific “key behaviours” that distinguish great market-driven firms from the competition.
Key Curriculum Components: Market Intelligence, Understanding the Marketplace, Market Insights for Plans and Activation Strategy
4. ACHIEVING ORGANIC GROWTH
Challenge: Having a great positioning and value proposition alone is not enough to reliably generate above average growth in the market.
Development Focus: Learn a proven approach to activate high-yield customer behaviors and achieve extraordinary organic growth.
Key Curriculum Components: Buying process, propensity-based segmentation, customer narratives, behavior change, value proposition, disproportionate investment
5. DRIVING PERFORMANCE
Challenge: To continuously deliver strong business results, organizations need the ability to rapidly diagnose and enhance performance.
Development Focus: Learn an approach to systematically look for opportunities drive business performance improvements.
Key Curriculum Components: Define issues, assess and prioritize drivers, selectively analyze, synthesize findings and communicate
Thinking Commercially in Life Sciences: Gain an understanding of commercial fundamentals to help you build firm value and maximize chances of success for your asset(s)
1. STRATEGIC CHOICES
Challenge: Most early-stage firms have not yet articulated a clear direction, the strategy is abstract; hard to define and to communicate.
Development Focus: Learn how to make critical direction setting choices for their firms to be able to create value and clearly articulate a strategy.
Key Curriculum Components: Mission, Vision, purpose, strategy, objectives
2. MARKET OPPORTUNITY
Challenge: Despite heavy research into the disease area and clinical unmet need, firms often have only a high-level marketplace view.
Development Focus: Firms should have a strong point-of-view on the total and addressable market, patient populations, and the competitive landscape.
Key Curriculum Components: Addressable market, patient waterfall, competitive landscape and positioning
3. MARKET ACCESS
Challenge: The failure to account for market access early during R&D can lead to issues at launch that will be challenging to overcome.
Development Focus: Management needs to integrate payer insights and pricing and reimbursement considerations for key markets into plans and Target Product Profiles (TPPs)
Key Curriculum Components: Payor insights, pricing and comparators, reimbursement considerations
4. CUSTOMER INSIGHTS
Challenge: Early-stage firms tend to focus on KOLs and trial design but often have a limited commercial view of their customers.
Development Focus: Teams should generate customer insights into treatment, buying behavior, competitive positioning, in addition to trial design.
Key Curriculum Components: Insights generation, key decision makers, patient journey
5. FORECAST AND LAUNCH PLANNING
Challenge: It is often difficult to convince investors and other stakeholders what it’s worth and the probability of commercial success.
Development Focus: Firms need robust thinking on the commercial model and P&L forecasts to gain insights into the total opportunity and fair value.
Key Curriculum Components: Commercial model, P&L forecast, launch planning
