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Executive Education Course on Connected Strategy: Maximizing Customer Engagement

What if there was a way to turn episodic transactions with customers into long-term, continuous relationships and simultaneously drive dramatic business growth? Experts Nicolaj Siggelkow and Christian Terwiesch show how connected strategies can reveal new sources of competitive advantage.

Wharton Online logo (white background)

Executive Education Course on Connected Strategy: Maximizing Customer Engagement

What if there was a way to turn episodic transactions with customers into long-term, continuous relationships and simultaneously drive dramatic business growth? Experts Nicolaj Siggelkow and Christian Terwiesch show how connected strategies can reveal new sources of competitive advantage.

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About This Course:

  • University: Wharton University

  • Price: $3,599

  • Length: 6 Weeks

  • Effort: 3-5 Hours Per Week

  • Language: English

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Pricing:
$3,599

Length:
6 Weeks

Effort:
3-5 Hours Per Week

Language:
English

Course Overview:

With the emergence of technologies that further our connections and touchpoints with our customers, there is an elevated opportunity for maximizing impact for customers, and in turn directly impacting business growth for your organization. The technology is there, but few still have the tools and strategies to maximize the potential of this connectivity with customers. Without these tools today, companies risk being left behind by their competitors and losing customers who increasingly expect companies to understand who they are and what they need across their digital identities.

Building upon their best-selling book, "Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage" (named one of the Best Books of 2020 by Bloomberg), strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, they identify the four pathways–respond-to-desire, curated offering, coach behavior, and automatic execution—for turning episodic interactions into continuous relationships. They show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

A Different Approach:

  • Live Sessions with the instructors: Held on Tuesdays @9am EST each week for 90-120 minutes, these interactive discussions will center around real-time issues that the business world is facing, with a heavy focus on strategies specific to the COVID-19 pandemic (sessions will also be recorded for you to reference). The last 30-45 minutes of each session will be devoted to Q&A with the instructors.
  • Gain a valuable toolkit for overhauling and improving your omnichannel customer engagement efforts to create continuous customer relationships and further your organization’s competitive advantage

  • Leverage in-depth case studies of companies in your industry to apply your skills and learn from other companies that have succeeded in maximizing connections and engagement with customers (those industries covered include healthcare, financial services, mobility, retail, entertainment, nonprofit, and education)

  • Develop an actionable connected strategy plan for your organization, with direct feedback and coaching from the instructors and industry thought leaders

Course Curriculum

Week 0: Getting Started

  • Course Information
  • Course Policies
  • Key Dates
  • Faculty and Staff Introductions
  • Learner Introductions

Week 1: Overview of Connected Strategy Framework

  • Disruption in Sleep Medicine
  • Three Horizons of Innovation
  • Introduction to the Connected Strategy Framework
  • The Magic of Connectivity: Disney
  • Connected Strategy Framework: 2 Case Studies
  • Connected Relationships and Connected Delivery Model
  • The Fundamental Promise of Connected Strategies
  • Value and Value Proposition
  • The Efficient Frontier

Create a Connected Strategy for your Organization

  • Step 1: Mapping the Current Customer Journey

Week 2: Connected Customers and Customization

  • Five Different Customer Experiences
  • Connected Customer Experience Example
  • The Customer Journey

Create a Connected Strategy for your Organization

  • Step 2: Identify WTP Drivers and Customer Pain Points
  • Step 3: Capture the Information Flow
  • Step 4: Identify the Deeper Needs of the Customer

Week 3: Repeat Dimension and Customer Pain Points

  • Repeat to Push Out the Frontier
  • Repeat and Competitive Advantage

Create a Connected Strategy for your Organization

  • Step 5: Understanding the Relationships with Customer Across Repeated Experience 
  • Step 6: Identify New Opportunities to Reduce Customer Pain Points 

Week 4: Information Gathering and Data Protection Policies

  • The Connected Producer
  • The Connected Retailer
  • The Connected Market Maker, and the Crowd Orchestrator
  • Peer to Peer Network Creators
  • The Connected Strategy Matrix

Create a Connected Strategy for your Organization

  • Step 7: Utilize Information Gathered from Repeated Interactions 
  • Step 8: Assess Your Data- Protection Policies 

Week 5: Connected Strategy Matrix and Revenue Models

  • The Connected Toothbrush
  • The Revenue Model: 5 Principles
  • Building Connected Delivery Models: Overview

Create a Connected Strategy for your Organization

  • Step 1: Use the Connected Strategy Matrix to Map Activities 
  • Step 2: Use the Connected Strategy Matrix to Create New Ideas 
  • Step 3: Analyze your Existing Revenue Model and Consider Alternatives 

Week 6: Deconstructing Your Connected Strategy and Course Conclusion

  • Deconstructing Your Connected Strategy
  • Classification Trees and Selection Tables
  • Bottom-Up Innovation
  • Why Talk About Disruption
  • The Case of Imaging
  • The Innovators Dilemma
  • Connectivity and Disruption

Create a Connected Strategy for your Organization

  • Step 4: Deconstruct Your Connected Strategy into Technological Subfunctions 
  • Step 5: Find Technological Solutions for Each Subfunction 
  • Step 6: Identify New Technological Solutions and How Those Might Enable Innovations 

Meet Your Instructors:

Nicolaj Siggelkow

Nicolaj Siggelkow

David M. Knott Professor of Management at The Wharton School of the University of Pennsylvania

Nicolaj Siggelkow is the David M. Knott Professor of Management at the Wharton School, University of Pennsylvania. He is a Co-Director of the Mack Institute for Innovation Management and the former Department Chair of Wharton’s Management Department. He is the coauthor of CONNECTED STRATEGIES: Building Continuous Customer Relationships for Competitive Advantage. Professor Siggelkow studied Economics at Stanford University and received a Ph.D. in Business Economics from Harvard University. Having spearheaded groundbreaking research on strategy, Professor Siggelkow has been named a Fellow of the Strategic Management Society, the world’s leading association of strategy researchers. He has been the recipient of more than 30 MBA and Undergraduate Excellence in Teaching Awards, including Wharton’s and Penn’s highest honors of its kind. Professor Siggelkow is the Academic Director of several executive education programs at Wharton and has been involved in many custom programs for organizations, teaching strategy and managerial decision making. He has run strategy workshops for Fortune 500 organizations and small firms alike, helping develop and analyze their strategies.

Christian Terwiesch

Christian Terwiesch

Andrew M. Heller Professor at The Wharton School of the University of Pennsylvania

Christian Terwiesch is the Andrew M. Heller Professor at the Wharton School of the University of Pennsylvania. He is a Professor in and the chair of Wharton’s Operations, Information, and Decisions department, co-director of Penn’s Mack Institute for Innovation Management, and also holds a faculty appointment In Penn’s Perelman School of Medicine. His research on Operations Management and on Innovation Management appears in many of the leading academic journals ranging from Management Science to The New England Journal of Medicine. He is an award winning teacher with extensive experience in MBA teaching and executive education.

Professor Terwiesch is the co-author of Matching Supply with Demand, a widely used text-book in Operations Management that is now in its third edition. Based on this book, Professor Terwiesch has launched the first Massive Open Online Course (MOOC) in business on Coursera. By now, well over half a million students enrolled in the course.

His first management book, Innovation Tournaments, was published by Harvard Business School Press. The novel, process-based approach to innovation outlined in the book was featured by BusinessWeek, the Financial Times, and the Sloan Management Review and has led to innovation tournaments in organizations around the world. His latest book, Connected Strategies, combines his expertise in the fields of operations, innovation, and strategy to help companies take advantage of digital technology leading to new business models. The book has been featured as the cover story of the Harvard Business Review and has been shortlisted for the prestigious Thinkers 50 award (the “Oscar of Management”) and has been featured by Bloomberg / BusinessWeek as one of the best books in 2020.

Professor Terwiesch has researched with and consulted for various organizations. From small start-ups to Fortune 500 companies, he has helped companies become more innovative, often by implementing innovation tournament events and by helping to restructure their innovation portfolio. He holds a doctoral degree from INSEAD and a Diploma from the University of Mannheim.

What You'll Learn:

In this cohort-based experience, through group projects and business-oriented application activities, executives will be able to:

  • Identify and define connected strategies, their potential, and value proposition.
  • Analyze customer experiences to understand the customer journey.
  • Leverage positive feedback loops with customers to create effective customization strategies.
  • Identify connected relationships in your firm to improve your connected strategy.
  • Create connection architecture and implement connected customer relationship strategies
  • Create a Connected Customer Relationship and Connected Delivery strategies for an organization of your choice
  • Analyze the process of how a connected strategy is created
  • Envision, plan, and develop a connected strategy that you can directly apply in the future for your own organization.

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