Fall 2009 MBA Course

B8699-027: Customer Centricity

MW - A Term, 09:00AM to 10:30AM

Location: WJW 207

Instructor: Hitendra Wadhwa

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Over the last several years, many organizations have realized that substantial financial value and competitive advantage can be created by effectively building and managing customer relationships over time, rather than focusing purely on building and managing products. This “customer centric” mindset is associated with a range of new business strategies, metrics, and organizational requirements. 
This course will introduce students to the strategies, best practices and metrics associated with “customer centricity”.  Among the issues we will study are:
·     How to segment customers based on profitability and tailor your products and services to these segments
·     Customer-centric business metrics, such as share-of-wallet, churn, silent migration, and cost-per-acquisition, and their uses and misuses
·     The powerful opportunities offered by new media, such as blogs and social networking, for generating more value from customer relationships
·     How you can design effective loyalty programs that will measurably improve customer retention
·     Why most customer satisfaction initiatives fail to deliver results, and how to rightly implement this discipline to drive business improvements and financial value
The topics covered in the course are applicable across a wide range of industries: both products and services, both consumer and business markets, and both data-rich and data-poor environments.  This half-semester course consists of a mix of lectures, cases and guest speakers.


Hitendra Wadhwa

Professor of Professional Practice

Hitendra Wadhwa's research and teaching on Personal Leadership focuses on how to maximize one’s outer impact through inner mastery. It draws upon universal laws of human nature that are validated by the latest scientific research and exemplified by the lives of great leaders. Prof. Wadhwa’s work has been widely acclaimed by leading media outlets including Psychology Today, Fortune, and BBC World Service...

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