A codified executive education custom client engagement process

Abstract

PurposeThis article describes the motivations for, and the process of, creating an executive education (EE) custom client engagement service template to foster closer, more effective working relationships between EE custom clients and service providers. The outcome of that endeavor is presented in the form of a robust, final, client engagement template along with a discussion of benefits gained from its use.Design/methodology/approachFrom a case study perspective, this paper chronicles the actual process one leading business school undertook in order to craft a robust EE custom client engagement process template. That task is linked to the key literature on EE, client service, reflective practice, and collaboration.FindingsThe EE custom client engagement process template presented was found to be robust and useful in working with custom EE clients.Practical implicationsThe EE custom client engagement process template presented is immediately and easily used by others interested in (1) a process for monitoring and improving existing custom EE client engagements, (2) guidance on building a world-class process for acquiring and serving custom EE clients, and/or (3) adapting it to other university-based service functions.Originality/valueThe specific, detailed, and comprehensive nature of the EE custom client engagement process template presented is a new addition to the literature pertaining to managing and serving custom EE client relationships.