IIM Calcutta

Creating a Customer-Oriented Organization
Program Director: Prof. Anjan Rai Chaudhuri
January 29-31, 2006
Tata Hall, IIM Calcutta
Program Fees: Rs. 15,000 INR

Introduction: "There is only one valid definition of business purpose - to create a customer. What the business thinks it produces is not of importance. What the customer thinks he is buying, what he considers `value’ is decisive. It determines what a business is, what it produces and whether it will prosper... " So wrote Peter Drucker in his path-breaking book on management 50 years back. Today Drucker’s statement rings more true than ever. Faced with a complex business environment, with increasingly discerning buyers and intense competition, companies are realizing that understanding customers has become the key to generating market share and profits. However, in spite of realizing this many organizations find it difficult to actually create a customer-centric organization, as they are unable to implement the necessary changes within the organization.

Creating a customer-oriented organization addresses the gap between what is required to be customer-oriented and what actually happens in most organizations. Undoubtedly the time and effort required is not small, but the benefits of bridging this gap are huge.

For: This course has been designed for senior managers who recognize the importance of customer orientation and wish to act as change agents creating customer-oriented organizations.

Program Content: