This course is part of the Customer Centricity with Professor Jagdish Sheth Specialization

Jagdish Sheth

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Customer Centricity with Professor Jagdish Sheth SpecializationUniversity System of Georgia

About this Course

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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.

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Coursera Labs

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Course 1 of 4 in the

Customer Centricity with Professor Jagdish Sheth Specialization

Beginner Level

At least two years of work experience and a graduate level education is recommended.

Approx. 10 hours to complete

English

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Skills you will gain

2. Understand the cumulative value of customer loyalty
3. Understand how processes and legacy systems are key obstacles to implementing customer centricity
1. Understand the economic value of 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

Flexible deadlines

Reset deadlines in accordance to your schedule.

Shareable Certificate

Earn a Certificate upon completion

100% online

Start instantly and learn at your own schedule.

Coursera Labs

Includes hands on learning projects.

Learn more about Coursera Labs

Course 1 of 4 in the

Customer Centricity with Professor Jagdish Sheth Specialization

Beginner Level

At least two years of work experience and a graduate level education is recommended.

Approx. 10 hours to complete

English

Could your company benefit from training employees on in-demand skills?

Try Coursera for Business

Instructor

Jagdish Sheth

379 Learners

4 Courses

Offered by

University System of Georgia

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Syllabus - What you will learn from this course

Week1

Week 1

2 hours to complete

Introduction to Customer Centricity

2 hours to complete

12 videos (Total 39 min), 3 readings, 2 quizzes

12 videos

Course Intro25sThe Evolution of Marketing4mThe Strategic Advantage of Customer Centricity4mThree Different Roles of the Customer3mBecoming the Customer's Choice3mCEO Advice: Doug Shipman on the Importance of Customer Centricity1mAnticipating Future Customer Expectations4mIntegrate Marketing with Customer Centricity4mUnderstanding Customer Motivations3mCustomer Service and Support4mCEO Advice: Dick Anderson on Customer Satisfaction1mGive the Customer Multiple Reasons to Buy3m

3 readings

About this course10mAbout the Assignments5mDiscussion Forum Guidleines10m

2 practice exercises

Module 1 Practice Quiz30mModule 1 Summative Quiz30m

Week2

Week 2

2 hours to complete

Implementing Customer Centricity

2 hours to complete

20 videos (Total 59 min)

20 videos

How to Implement Customer Centricity - Introduction2mWhy Customer Centricity is a Necessity (part 1)2mWhy Customer Centricity is a Necessity (part 2)1mExpert Advice: Dr. Ken Bernhardt on Customer Loyalty2mProper Accounting Within a Customer Centric Company4mWhy It's Difficult to Implement Customer Centricity4m#1 of the Nine Initiatives to Implement Customer Centricity3m#2 of the Nine Initiatives to Implement Customer Centricity2m#3 of the Nine Initiatives to Implement Customer Centricity3m#4 of the Nine Initiatives to Implement Customer Centricity1m#5 of the Nine Initiatives to Implement Customer Centricity1m#6 of the Nine Initiatives to Implement Customer Centricity4m#7 of the Nine Initiatives to Implement Customer Centricity2m#8 of the Nine Initiatives to Implement Customer Centricity4m#9 of the Nine Initiatives to Implement Customer Centricity2mCEO Advice: William Pate on the Role of the Chief Marketing Officer1mSeven Issues Implementing Customer Centricity (part 1)3mSeven Issues Implementing Customer Centricity (part 2)4mCEO Advice: Dick Anderson on Difficulties Implementing Customer Centricity1mExpert Advice: Dr. Ken Bernhardt on Difficulties Implementing Customer Centricity2m

2 practice exercises

Module 2 Practice Quiz30mModule 2 Summative Quiz30m

Week3

Week 3

6 hours to complete

How to Create Value for Customers

6 hours to complete

42 videos (Total 193 min), 1 reading, 3 quizzes

42 videos

1 - Introduction: Creating Performance & Price Value4m2 - Growing Importance of CRM Systems2m3 - Consumer Centricity vs. Product Marketing7mCEO Advice: Dick Anderson on Customer Centric Marketing1m4 - Competition Drives Growth4m5 - One-to-One Marketing4mCEO Advice: William Pate on One-to-One Marketing1m6 - The 20:80 Ratio7m7 - Finding Profitable Customers4m8 - Outsourcing Selected Customers2m9 - Customer Loyalty Limitations7mCEO Advice: Doug Shipman on Maximizing Customer Loyalty2m10 - Understanding Price Sensitivity4m11 - Customer Relationship Management3m12 - David Almost Always Wins3m13 - Introduction: Understanding Customers4m14 - Product Quality Is Not Enough3m15 - Customer Orientation Wins!3m16 - Who Is a Customer?5m17 - Satisfying All Three Roles4m18 - Creating the Win-Win-Win!6mCEO Advice: Doug Shipman on Which is Most Important: Performance, Price, or Service2m1 - Introduction: Creating Service Value4m2 - Service Value: The Model2m3 - How Quality Impacts Performance Value3m4 - How Quality Impacts Service Value3m5 - The Quality Win-Win5m6 - The Importance of Differentiation5m7 - The Growing Importance of Innovation6m8 - Price Value via Target Closing4m9 - The Intel Example6m10 - The Importance of Mass Customization8m11 - Demand-Driven Manufacturing8m12 - Global Sourcing7m13 - Service Value: Frontline Information Systems4m14 - Service Value: Universal Access4m15 - Service Value: Easy To Do Business3m16 - Service Value: Relational Nurture6m17 - Service Value: Concluding Comments4mInterview - 13mInterview - 23mInterview - 33m

1 reading

Competitive Advantages Through Customer Satisfaction20m

2 practice exercises

Module 3 Practice Quiz30mModule 3 Summative Quiz30m

About the Customer Centricity with Professor Jagdish Sheth Specialization

This is a master class in Customer Centricity. Professor Jagdish Sheth, 2020 Padma Bhushan Award winner for Literature and Education, guides you through proven strategies and practical steps for implementing customer centricity practices into your business. Professor Sheth shares wisdom and insight from decades of experience, years of research, and recommendations from multiple senior industry leaders to help grow your business and cut costs by keeping the customers you have by creating a customer centric culture.

Frequently Asked Questions

When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.

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Customer Centricity as Competitive Advantage - Jagdish Sheth

About this Course

Skills you will gain