Program Overview

For the past few decades, customer satisfaction has been the mantra by which firms have tried to manage the relationship between their products and customers. The course would explain the pit-falls of measuring and relying on customer satisfaction alone to improve customer loyalty. Firms that are able to delight their customers by leveraging design are able to develop tremendous long-term competitive advantage. A novel and methodical approach based on “delight by design” decision-making framework would be discussed in detail for superior business performance. The benefits of this approach for product development and marketing strategy would be explained.

Who Attends

Senior managers and key employees in engineering, marketing and sales organizations responsible for developing product requirements, customer satisfaction and customer loyalty.

Impact & Benefits

  • Gain a command of hedonics for long-term competitive advantage
  • Understand the key decision-making framework that leads to superior business performance
  • Learn how to innovate customer satisfaction into customer delight
  • Learn cutting-edge concepts and strategies for gaining customer loyalty


Ravi Chitturi, Ph.D.