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Customer Centricity as Competitive Advantage - Jagdish Sheth
  • Level Foundation
  • Duration 11 hours
  • Course by Kennesaw State University
  • Offered by

About

This course suggests why companies should be customer centric. Customer centricity provides a number of competitive advantages including revenue growth and cost reduction. The key concept is customer lifetime value (CLV) For example, a typical household spends more than $500,000 over 15 years at nearby grocery stores. Customer centricity is important, but most organizations struggle to implement it properly. This is due to internal operations, processes, and most importantly, cost accounting systems. Since the industrial age, the cost accounting focus has been very product centric, and there needs to be a shift customer centric accounting. This course, taught by Professor Jagdish Sheth, 2020 Padma Bhushan Award winner for Literature and Education, offers videos, articles, and recommendations from senior industry leaders on how to successfully implement customer centricity.

Modules

Course Information

    • 1 Videos
    • 3 Readings
    • 1 Discussion
Show info about module content

1 Discussions

  • Meet and Greet

1 Videos

  • Course Intro

3 Readings

  • About this course
  • About the Assignments
  • Discussion Forum Guidleines

What Is Customer Centricity?

    • 11 Videos
    • 1 Discussion
    • 2 Assignment
Show info about module content

2 Assignment

  • Module 1 Practice Quiz
  • Module 1 Summative Quiz

1 Discussions

  • General Customer Centricity Discussion

11 Videos

  • The Evolution of Marketing
  • The Strategic Advantage of Customer Centricity
  • Three Different Roles of the Customer
  • Becoming the Customer's Choice
  • CEO Advice: Doug Shipman on the Importance of Customer Centricity
  • Anticipating Future Customer Expectations
  • Integrate Marketing with Customer Centricity
  • Understanding Customer Motivations
  • Customer Service and Support
  • CEO Advice: Dick Anderson on Customer Satisfaction
  • Give the Customer Multiple Reasons to Buy

How to Implement Customer Centricity

    • 20 Videos
    • 2 Assignment
Show info about module content

2 Assignment

  • Module 2 Practice Quiz
  • Module 2 Summative Quiz

20 Videos

  • How to Implement Customer Centricity - Introduction
  • Why Customer Centricity is a Necessity (part 1)
  • Why Customer Centricity is a Necessity (part 2)
  • Expert Advice: Dr. Ken Bernhardt on Customer Loyalty
  • Proper Accounting Within a Customer Centric Company
  • Why It's Difficult to Implement Customer Centricity
  • #1 of the Nine Initiatives to Implement Customer Centricity
  • #2 of the Nine Initiatives to Implement Customer Centricity
  • #3 of the Nine Initiatives to Implement Customer Centricity
  • #4 of the Nine Initiatives to Implement Customer Centricity
  • #5 of the Nine Initiatives to Implement Customer Centricity
  • #6 of the Nine Initiatives to Implement Customer Centricity
  • #7 of the Nine Initiatives to Implement Customer Centricity
  • #8 of the Nine Initiatives to Implement Customer Centricity
  • #9 of the Nine Initiatives to Implement Customer Centricity
  • CEO Advice: William Pate on the Role of the Chief Marketing Officer
  • Seven Issues Implementing Customer Centricity (part 1)
  • Seven Issues Implementing Customer Centricity (part 2)
  • CEO Advice: Dick Anderson on Difficulties Implementing Customer Centricity
  • Expert Advice: Dr. Ken Bernhardt on Difficulties Implementing Customer Centricity

How to Create Value for Customers (Part 1)

    • 12 Videos
Show info about module content

12 Videos

  • 1 - Introduction: Creating Performance & Price Value
  • 2 - Growing Importance of CRM Systems
  • 3 - Consumer Centricity vs. Product Marketing
  • CEO Advice: Dick Anderson on Customer Centric Marketing
  • 4 - Competition Drives Growth
  • 5 - One-to-One Marketing
  • CEO Advice: William Pate on One-to-One Marketing
  • 6 - The 20:80 Ratio
  • 7 - Finding Profitable Customers
  • 8 - Outsourcing Selected Customers
  • 9 - Customer Loyalty Limitations
  • CEO Advice: Doug Shipman on Maximizing Customer Loyalty

How to Create Value for Customers (Part 2)

    • 10 Videos
Show info about module content

10 Videos

  • 10 - Understanding Price Sensitivity
  • 11 - Customer Relationship Management
  • 12 - David Almost Always Wins
  • 13 - Introduction: Understanding Customers
  • 14 - Product Quality Is Not Enough
  • 15 - Customer Orientation Wins!
  • 16 - Who Is a Customer?
  • 17 - Satisfying All Three Roles
  • 18 - Creating the Win-Win-Win!
  • CEO Advice: Doug Shipman on Which is Most Important: Performance, Price, or Service

How to Create Value for Customers (Part 3)

    • 9 Videos
Show info about module content

9 Videos

  • 1 - Introduction: Creating Service Value
  • 2 - Service Value: The Model
  • 3 - How Quality Impacts Performance Value
  • 4 - How Quality Impacts Service Value
  • 5 - The Quality Win-Win
  • 6 - The Importance of Differentiation
  • 7 - The Growing Importance of Innovation
  • 8 - Price Value via Target Closing
  • 9 - The Intel Example

How to Create Value for Customers (Part 4)

    • 11 Videos
    • 1 Readings
    • 2 Assignment
Show info about module content

2 Assignment

  • Module 3 Practice Quiz
  • Module 3 Summative Quiz

11 Videos

  • 10 - The Importance of Mass Customization
  • 11 - Demand-Driven Manufacturing
  • 12 - Global Sourcing
  • 13 - Service Value: Frontline Information Systems
  • 14 - Service Value: Universal Access
  • 15 - Service Value: Easy To Do Business
  • 16 - Service Value: Relational Nurture
  • 17 - Service Value: Concluding Comments
  • Interview - 1
  • Interview - 2
  • Interview - 3

1 Readings

  • Competitive Advantages Through Customer Satisfaction

Final Project (Peer Reviewed)

    • 1 PeerReview
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1 Peer Review

  • Submit Your Project Here

Auto Summary

Discover how customer centricity can be a powerful competitive advantage in this foundational Business & Management course led by Padma Bhushan Award winner, Professor Jagdish Sheth. Explore the concept of customer lifetime value and learn strategies to shift from product-centric to customer-centric operations. The course features engaging videos, insightful articles, and expert recommendations to help you implement these practices effectively. Available on Coursera, it offers a flexible starter subscription and spans 660 minutes, making it ideal for professionals aiming to enhance their business acumen.

Jagdish Sheth
Instructor

Jagdish Sheth