Customer Centricity as Competitive Advantage - Jagdish Sheth
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Customer Centricity as Competitive Advantage - Jagdish Sheth
This course is part of Customer Centricity with Professor Jagdish Sheth Specialization
Instructor: Jagdish Sheth
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Skills you'll gain
- Cost Accounting
- Customer Insights
- Loyalty Programs
- Customer Engagement
- Brand Loyalty
- Culture Transformation
- Customer Relationship Management
- Organizational Structure
- Consumer Behaviour
- Innovation
- Strategic Marketing
- Customer Advocacy
- Organizational Change
- Customer Analysis
- Market Share
- Customer experience strategy (CX)
- Customer Retention
- Value Propositions
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There are 3 modules in this course
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.
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.
What's included
12 videos3 readings2 assignments2 discussion prompts
12 videos•Total 39 minutes
- Course Intro•0 minutes
- The Evolution of Marketing•4 minutes
- The Strategic Advantage of Customer Centricity•4 minutes
- Three Different Roles of the Customer•3 minutes
- Becoming the Customer's Choice•4 minutes
- CEO Advice: Doug Shipman on the Importance of Customer Centricity•2 minutes
- Anticipating Future Customer Expectations•4 minutes
- Integrate Marketing with Customer Centricity•4 minutes
- Understanding Customer Motivations•3 minutes
- Customer Service and Support•4 minutes
- CEO Advice: Dick Anderson on Customer Satisfaction•2 minutes
- Give the Customer Multiple Reasons to Buy•4 minutes
3 readings•Total 25 minutes
- About this course•10 minutes
- About the Assignments•5 minutes
- Discussion Forum Guidleines•10 minutes
2 assignments•Total 60 minutes
- Module 1 Summative Quiz•30 minutes
- Module 1 Practice Quiz•30 minutes
2 discussion prompts•Total 20 minutes
- Meet and Greet•10 minutes
- General Customer Centricity Discussion•10 minutes
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.
What's included
20 videos2 assignments
20 videos•Total 59 minutes
- How to Implement Customer Centricity - Introduction•2 minutes
- Why Customer Centricity is a Necessity (part 1)•2 minutes
- Why Customer Centricity is a Necessity (part 2)•2 minutes
- Expert Advice: Dr. Ken Bernhardt on Customer Loyalty•3 minutes
- Proper Accounting Within a Customer Centric Company•4 minutes
- Why It's Difficult to Implement Customer Centricity•4 minutes
- #1 of the Nine Initiatives to Implement Customer Centricity•3 minutes
- #2 of the Nine Initiatives to Implement Customer Centricity•3 minutes
- #3 of the Nine Initiatives to Implement Customer Centricity•4 minutes
- #4 of the Nine Initiatives to Implement Customer Centricity•2 minutes
- #5 of the Nine Initiatives to Implement Customer Centricity•2 minutes
- #6 of the Nine Initiatives to Implement Customer Centricity•4 minutes
- #7 of the Nine Initiatives to Implement Customer Centricity•3 minutes
- #8 of the Nine Initiatives to Implement Customer Centricity•5 minutes
- #9 of the Nine Initiatives to Implement Customer Centricity•3 minutes
- CEO Advice: William Pate on the Role of the Chief Marketing Officer•1 minute
- Seven Issues Implementing Customer Centricity (part 1)•4 minutes
- Seven Issues Implementing Customer Centricity (part 2)•4 minutes
- CEO Advice: Dick Anderson on Difficulties Implementing Customer Centricity•2 minutes
- Expert Advice: Dr. Ken Bernhardt on Difficulties Implementing Customer Centricity•3 minutes
2 assignments•Total 60 minutes
- Module 2 Summative Quiz•30 minutes
- Module 2 Practice Quiz•30 minutes
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.
What's included
42 videos1 reading2 assignments1 peer review
42 videos•Total 193 minutes
- 1 - Introduction: Creating Performance & Price Value•4 minutes
- 2 - Growing Importance of CRM Systems•3 minutes
- 3 - Consumer Centricity vs. Product Marketing•8 minutes
- CEO Advice: Dick Anderson on Customer Centric Marketing•2 minutes
- 4 - Competition Drives Growth•4 minutes
- 5 - One-to-One Marketing•5 minutes
- CEO Advice: William Pate on One-to-One Marketing•1 minute
- 6 - The 20:80 Ratio•7 minutes
- 7 - Finding Profitable Customers•5 minutes
- 8 - Outsourcing Selected Customers•3 minutes
- 9 - Customer Loyalty Limitations•7 minutes
- CEO Advice: Doug Shipman on Maximizing Customer Loyalty•2 minutes
- 10 - Understanding Price Sensitivity•5 minutes
- 11 - Customer Relationship Management•4 minutes
- 12 - David Almost Always Wins•3 minutes
- 13 - Introduction: Understanding Customers•5 minutes
- 14 - Product Quality Is Not Enough•3 minutes
- 15 - Customer Orientation Wins!•4 minutes
- 16 - Who Is a Customer?•6 minutes
- 17 - Satisfying All Three Roles•5 minutes
- 18 - Creating the Win-Win-Win!•6 minutes
- CEO Advice: Doug Shipman on Which is Most Important: Performance, Price, or Service•3 minutes
- 1 - Introduction: Creating Service Value•4 minutes
- 2 - Service Value: The Model•3 minutes
- 3 - How Quality Impacts Performance Value•4 minutes
- 4 - How Quality Impacts Service Value•3 minutes
- 5 - The Quality Win-Win•6 minutes
- 6 - The Importance of Differentiation•5 minutes
- 7 - The Growing Importance of Innovation•7 minutes
- 8 - Price Value via Target Closing•4 minutes
- 9 - The Intel Example•6 minutes
- 10 - The Importance of Mass Customization•9 minutes
- 11 - Demand-Driven Manufacturing•8 minutes
- 12 - Global Sourcing•8 minutes
- 13 - Service Value: Frontline Information Systems•5 minutes
- 14 - Service Value: Universal Access•4 minutes
- 15 - Service Value: Easy To Do Business•3 minutes
- 16 - Service Value: Relational Nurture•6 minutes
- 17 - Service Value: Concluding Comments•5 minutes
- Interview - 1•4 minutes
- Interview - 2•4 minutes
- Interview - 3•4 minutes
1 reading•Total 20 minutes
- Competitive Advantages Through Customer Satisfaction•20 minutes
2 assignments•Total 60 minutes
- Module 3 Summative Quiz•30 minutes
- Module 3 Practice Quiz•30 minutes
1 peer review•Total 90 minutes
- Submit Your Project Here•90 minutes
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Reviewed on Jun 22, 2025
The course takes your mindset deep down on how to mainly maintain a customer.
Reviewed on Jun 3, 2025
Actually learnt a lot on customer service as great tool to sales and customer retention.
Reviewed on Oct 21, 2025
Great insights by Mr.Jagdish Sheth and would like to engage in more courses.
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