IIM Calcutta MDP | Customer Service Strategy: Profiting through Value Creation, Loyalty & Relationship

 A passion for customer satisfaction is one way a market-oriented company builds superior profits. Companies with a strong market orientation see current and potential customers as key sources of profitability, cash flow, and earnings. Customers, products and assets are all important parts of business and business success. Products will come and go; assets will be purchased and consumed, but the customer is the only enduring asset a company has. Keeping in mind that the customer is the only source of positive cash flow, it is the responsibility of the company to understand how customers affect a business and profitability.



  • To identify key issues, challenges, and opportunities to enhance the value proposition to the customers.
  • To establish the connectivity between market orientation, customer satisfaction, market based management and profitability and design the strategies to make this happen.
  • To verify the hypothesis that customer service can be a profit center.
  • To identify the main drivers of customer delight and design a strategy to deliver them; and
  • To understand the main pillars of Customer Relationship Management (CRM).


All executives/ managers who are in charge of customer service /sales or marketing functions.



  • Customer orientation of business and managing customer loyalty
  • Customer analysis and value creation
  • Customer satisfaction and dissatisfaction: concept and value
  • Customer focus and profitability
  • Profit impact of customer retention
  • Customer service – profit centre and not cost centre
  • Building and managing life-long relationship with the customers



This non-residential programme will be conducted at The Orchid Hotel, 70-C, Nehru Road, Adjacent to Domestic Airport, Vile Parle (East), Mumbai 400 099. Tel: (91 22) 2616 4040 (Toll Free in India) 1-800-22-5432


Programme director :

Prof. Prafulla Agnihotri



Rs. 26000 INR


Contact Details:
Manager (CMDP)
Indian Institute of Management Calcutta
Joka, diamond Harbour Road
Kolkata 700 104
Telephone 2467 9189, 2467 8300-04
Email: mgrmdp@iimcal.ac.in
Fax : 91-33-2467-9189 (Tata hall)