Customer Centricity as Competitive Advantage - Jagdish Sheth (Coursera)

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.

Course 1 of 4 in the Customer Centricity with Professor Jagdish Sheth Specialization.

Skills You Will Gain

1. Understand the economic value of customer centricity

2. Understand the cumulative value of customer loyalty

3. Understand how processes and legacy systems are key obstacles to implementing customer centricity

5. Understand why the role of chief customer officer must be created at the corporate level to coordinate and integrate activities across products and business units

4. Understand why a shift away the cost accounting system is crucial for creating a customer centric organization

Syllabus

WEEK 1

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.

WEEK 2

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.

WEEK 3

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.