Customer Centricity as Competitive Advantage - Jagdish Sheth

The business case for customer centricity

This course argues that companies should put the customer at the center of their strategy, and that doing so brings advantages such as revenue growth and cost reduction. Its organizing idea is customer lifetime value, which shifts attention from single sales to the relationship across years.

Why it is harder than it sounds

Most organizations struggle to implement customer centricity properly. The course points to internal operations, processes and cost accounting systems as the usual obstacles, which makes it a useful lens for leaders who want to understand why good intentions stall.

Who should take it

• Managers who need to justify customer-focused investment
• Analysts who track retention and customer insights
• Anyone studying how organizational structure affects customer outcomes

Approach it as a business argument rather than a customer service how-to. Its strongest value is in helping you see the internal systems that determine whether customer focus is real.