CHIEF CUSTOMER OFFICER

Transcription

1 Developing Leaders and Professionals for Business and Society Training Program CHIEF CUSTOMER OFFICER

2 PACE INSTITUTE OF MANAGEMENT Dear Prospective CCO Program s Candidate, PACE Institute of Management (PACE) is a leading institute of management for business leaders and managers in Vietnam. Our mission is to contribute to shaping a new business society in Vietnam by developing leadership capacity, professional capability and ethical standards for individuals, organizations and community. To realize this mission, PACE has consistently taken great efforts in researching and designing a wide range of training programs meeting international standards and serving the learning requirements of the business community in Vietnam. To date, PACE has implemented more than 110 training programs for business leaders and managers. More than 80,000 entrepreneurs, directors, and executives from local and foreign enterprises and government agencies have attended PACE training programs. In addition, PACE has successfully organized national and international seminars on economics, business, management, leadership and education, thereby connecting Vietnam with the world s great minds, especially management thinkers, economic scholars and experts. Recent examples are the national seminar themed Core Business Ideology of Vietnamese Entrepreneurs (2006); the international seminar, New Marketing for the New Age (2007) presented by Philip Kotler, the father of the world s modern marketing; the international seminar, Global Competitiveness and Competitive Advantage of Vietnam (2008), presented by Michael E. Porter, the father of the modern strategy field; the international seminar, Searching for Solutions & Opportunities in a Time of Difficulty and Crisis (2009), presented by Professor Paul R. Krugman, the 2008 Nobel Laureate in Economics; Today s Competitiveness and Corporate Strategy (2010) by Michael E. Porter; Unleashing Human Capacity (2011) by Dave Ulrich, the most influential authority on Human Resource Management; and annual ceremonies and seminars, namely Honoring Entrepreneurs Business Learning, which have been held on the occasion of Vietnam s Entrepreneur s Day in October since Furthermore, PACE has established the Business Leaders Bookshelf, editing a number of valuable titles to serve the business community. PACE also selects, publishes and recommends many classic and influential business books. Among them are the Essential Drucker (Peter Drucker), Competitive Advantage (Michael Porter), Kotler on Marketing (Philip Kotler), Globalization and Its Discontents (Joseph E. Stiglitz), On Becoming A Leader (Warren Bennis), Good to Great (Jim Collins), The Return of Depression Economics (Paul Krugman), The Future of Human Resource Management (Mike Losey, Dave Ulrich and Sue Meisinger) and many others. More importantly, PACE is collaborating with other organizations and individuals to implement and develop non-profit education projects on a large scale. Among them are the Institute of Potential Leaders (IPL) ( to recruit and develop potential young talents to become high-performance business leaders for Vietnam s tomorrow; the Life Management Program (LMP) to provide a foundation helping participants to become better managers for their own lives; the SachHay project (www. SachHay.org), serving as a meeting place where Vietnamese readers worldwide can share and gain knowledge by searching for and recommending good books; and other ongoing not-for-profit educational projects. In this brochure, we are pleased to introduce you to one of PACE s most highly-regarded programs, the Chief Customer Officer (CCO Program). For further information, please visit our website or contact our office at (84-8) Respectfully, The PACE Board.

3 World-Class Solutions for Global Competitiveness Training Program CHIEF CUSTOMER OFFICER

4 PACE INSTITUTE OF MANAGEMENT CCO - CHIEF CUSTOMER OFFICER What is the ultimate product of a company? According to Peter Drucker, father of modern business management, the answer is to create customers. In other words, an enterprise cannot survive without customers. Therefore, in any company, the most important leader who is directly responsible for creating customers is the Chief Customer Officer (CCO). Usually known as Sales & Marketing Directors or Managers, nowadays, heads of sales departments are also entitled Chief Customer Officer (CCO). The key responsibility of a CCO is to manage an effective customer and sales management system in accordance with the company s business strategy and the directions set by the CEO. Customer- and sales-related activities often include different functions such as marketing, trade marketing, sales and distribution and after-sales services. Realizing there have been changes in the area of sales and marketing, as well as the business environment of Vietnam, PACE has researched, designed, and compiled a new training program for the CCO. The CCO has grown into a very important position in a wide variety of businesses. In many companies, the CCO is the next most important position after the CEO. It is also a profession with considerable training and specific professional requirements. Together with a training program for Sales Supervisors, this CCO program aims to contribute to developing a competent, professional force in the business community of Vietnam where one can become a successful business growth leader. The program s trainers are experts with strong expertise and experience in sales and marketing, as well as deep insight into the global and local business environments. The influence of our instructorsreaches even beyond their PACE classes byadvancingthe marketing and sales management practices used in the Vietnamese business community. The complete CCO program is designed to accommodate busy executive schedules with day and evening classes. Four-month and sixmonth programs are offered for participants convenience.

5 PROGRAM OBJECTIVES TARGET PARTICIPANTS Business Development Directors and other executives in the departments of sales and marketing. Sales supervisors at different levels - Area Sales Manager (ASM), Regional Sales Manager (RSM), National Sales manager (NSM), Sales Director (SD), who are working for local and foreign enterprises. Executives who wish to become professional Chief Customer Officers (CCO) in the future. PROGRAM OBJECTIVES After successfully completing this program you will be able to: Understand the functional and positioning changes of a CCO Understand the new trend in sales management in the world: a CCO needs to manage not his sales and his sales team only, but also his/her customers. Understand the new trend in marketing management in the world: building a trademark doesn t mean polishing products brand name or executing costly or noisypr. A trademark is the outcome and impact of what a company did, does and will do and communicates them well to the society. Comprehend the essential thinking and knowledge a CCO must have, such as: building and implementing business strategy, marketing activities, managing sales, building a distribution network, aftersales services management, customer care and managing trade supporting activities. Improve the leadership and management in sales & marketing teams to achieve the goals of the sales department and the whole enterprise. World-Class Solutions for Global Competitiveness

6 PROGRAM CONTENT No. SUBJECT Session Hours On Becoming a CCO - Roles, mission and responsibilities of a CCO - The journey and requirements for becoming a professional CCO Business Strategy - Corporate strategy and business strategy - Developing marketing strategy - Executing business strategy and evaluating the implementation of the planned business strategy Developing a Department of Sales and Marketing - Building an organizational structure relevant to the company mission and goals - Process and policies of a Sales and Marketing Department - KPI and report systems Branding & Marketing for a CCO - Marketing and marketing management - Branding and branding management - Relationships of marketing and sales Sales forecasting & planning - Market shares and hypotheses - Predicting market shares and sales revenue - Establishing sales plans - Managing sales plans Customer care - Customer - companion - partner - Sales culture and customer care - After-sales policies Building a distribution system - Understand a distribution system (consumption, manufacturing and service industries) - Vital principles in building an effective distribution syste Trade marketing - Core principles in trade marketing - Developing trade marketing policies - Techniques and tools in executing trade marketing plans Team management - Sales people and a sales team - Skills of leading and managing a sales team Coaching and training a sales team - Coaching and training sales teams in current business environment - Processes and key principles in training sales staff - Evaluating and providing feedback of coaching and training results Seminars for CCOs Dialogues and exchange of ideas and experience with leading marketing experts in Vietnam and abroad 12 Life Management and Self-Leadership 13 Final exam Graduation ceremony 1 3 TOTAL PROGRAM COMPLETION Program completion requires taking a final examination. This final evaluation will be assessed as one of the factors for awarding a certificate of completion. World-Class Solutions for Global Competitiveness

7 Head office: PACE Building 341 Nguyen Trai Street, District 1, HCMC Phone: +84 (8) Hanoi office: International Center 17 Ngo Quyen Street, Hoan Kiem, Hanoi Phone: +84 (4) Website: