The idea of ‘customer centricity’ is important not just for marketing and sales departments, but also to anyone working business-to-business in any sector. In B2B transactions, ‘the customer’ is probably an organisation – or a network of organisations – rather than an individual consumer. A new short executive education programme from Rotterdam School of Management, Erasmus University (RSM) will show the most effective approach to boosting such relationships. Customer-centric Strategy for B2B Markets is about understanding the dynamics of B2B markets to enhance value for customers and companies.

This strategic approach of improving customer knowledge and strengthening internal connections with customers is coming to every level and department, and it can help achieve a strong market position. The programme from RSM Executive Education comprises a two-day module and a one-day module, and enables participants to work on their own organisation’s internal improvement plan, with an online coaching session with RSM faculty between the two modules on campus.

At the end of the programme, participants will know how to enhance their organisation’s customer-centric mindset and will be ready to put their plan into action.

From the client’s perspective

Consultant Dr Marian Dingena teaches the programme. She specialises in strategic customer management, commercial innovation and change management, and explained: “Even though you may not directly be in touch with your company’s customers at every level and department, you may either add value to customer offerings or ‘delete value’, as seen from the client’s perspective.

“This programme will help you to not only understand the changing dynamics in B2B markets, but also to understand how you – from your own position in the organisation – can enhance value to customers.”

Enriched capabilities

Guest speaker Armand Bloem is managing digital advisor at Microsoft in Amsterdam. He argues that the digital customer journey should be the focus of any business and is instrumental for survival now and in the future. “A customer-centric approach will make you look at your business as a CEO. It really forces us to focus on culture, innovation, process improvements, resourcing, business cases, technology, competition, design thinking… I would not know a better way to enrich your own capability while improving the customer experience.”

The programme starts 15-16 October, virtual coaching is 23 November and the final module is 10 December. For more information, dates and fees, see

More information

Rotterdam School of Management, Erasmus University (RSM) is one of Europe’s top-ranked business schools. RSM provides ground-breaking research and education furthering excellence in all aspects of management and is based in the international port city of Rotterdam – a vital nexus of business, logistics and trade. RSM’s primary focus is on developing business leaders with international careers who can become a force for positive change by carrying their innovative mindset into a sustainable future. Our first-class range of bachelor, master, MBA, PhD and executive programmes encourage them to become critical, creative, caring and collaborative thinkers and doers.

For more information about RSM or this release, please contact Erika Harriford-McLaren, communications manager for RSM, on +31 10 408 2877 or by email at


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