Course: Customer Centricity as Competitive Advantage - Jagdish Sheth
Modules:
Course Intro, 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 - 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
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, 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, 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, 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