Customer Centricity

Introduction

Although an increasing number of organizations recognize the importance of putting the customer at the center—driven by intensifying competition, more demanding customers, and rapid technological development—the understanding and implementation of customer-centric business management are often fragmented and inconsistent.

Simplified, customer-centric thinking can be described as starting from customers’ needs when an organization develops, communicates, and delivers its products and services. The goal is to create valuable and loyal customers who perceive their relationship with the supplier and the brand as important.

The opposite is a product- or production-oriented approach, in which the company’s own products and production processes are at the center. Here, the objective is to develop profitable products through differentiation and/or high volume, enabling the organization to achieve strong margins.

A key question is whether customers have different needs that can be grouped into distinctive segments, and whether the company can leverage these differences by developing attractive products and long-term customer relationships.

Course content

• Introduction to Customer Centricity
• Customer segmentation and measurement
• Customer segmentation and organizational design
• Competitive dynamics
• Customer data analysis and predictions
• Top management structure and performance

Disclaimer

This is an excerpt from the complete course description for the course. If you are an active student at BI, you can find the complete course descriptions with information on eg. learning goals, learning process, curriculum and exam at portal.bi.no. We reserve the right to make changes to this description.