Marketing
Build a customer-centric organization
When different units promise the customer different things, bring insight, culture, service and innovation together into one customer-centric operating system.
Your learning route
The program order
Complete the programs in order to finish the route. Each one brings short lessons, applied practice and a realistic business case together.
Plus and Pro members can create a verifiable Stratify certificate when the route is complete.
- Program 01
Understanding the customer
Foundational: you learn to build the knowledge leg of customer centricity. By the end of this program you can work out customer-perceived value as benefit minus cost, move from the all-benefits trap to a resonance focus, map a demand landscape and its touch points, apply CRM and selective relationship management, and measure satisfaction with the Net Promoter Score.
- Customer centricity and perceived value
- Judging value: the resonance focus
- The demand landscape and touch points
Apply it: Case: customer knowledge at Yarnton Bank
7 lessons · ≈3 hours
- Program 02
Building a customer-centric culture
Intermediate: you learn to build the culture leg of customer centricity. By the end of this program you can read how a customer-centric culture actually works from real examples, challenge organizational silos with Gulati's four Cs of coordination, cooperation, capability and connection, and design a large company's customer-centric transformation.
- Culture is built, not bought
- Experience, emotion and customer obsession
- Silos and the four Cs
Apply it: Case: the silo problem at Tanbridge Logistics
5 lessons · ≈3 hours
- Program 03
Serving the customer and innovation
Advanced: you learn the strategy leg of customer centricity and the limits around it. By the end of this program you can build a customer-centric strategy on loyalty and lifetime value, manage the tension between brand equity and customer equity, tell market-driving innovation apart from market-driven innovation, and weigh the contrarian case against customer centricity.
- Loyalty and lifetime value
- Merely satisfied or completely satisfied
- Brands come and go, customers remain
Apply it: Case: customer strategy at Lymworth Electronics
7 lessons · ≈3 hours