Customer Centricity as Competitive Advantage - Jagdish Sheth

Kennesaw State University via Coursera

Go to Course: https://www.coursera.org/learn/customercentricity

Syllabus

Introduction to Customer Centricity

With growing global competition and the commodification of products, it is important to develop and nurture customer loyalty. While loyalty programs such as airline frequent flyer programs are good, what is needed is the reorganization of the company from a product centric to a customer centric company.

Implementing Customer Centricity

Customer centricity, while very useful, is very hard to implement. Internal processes and turf wars create obstacles for reorganizing from a product centric to a customer centric organization.

How to Create Value for Customers

The purpose of business is to create real value for its customers. Customers seek three main values: performance value, price value, and service value. Therefore, if you offer a superior product at a price lower than the competition in a customer friendly manner, you will become a market leader.

Overview

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 sys

Skills

Leadership And Management Strategy and Operations

Reviews