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This module is organized into three main sections covering different topics and using many examples from diverse industries to illustrate successes. In addition, a Supplemental Reading examines the dynamic between customer centricity and innovation and provides a contrarian view of the topic. Due to technological advances, companies are giving customers a stronger voice in both the Business-to-Business (B2B) and Business-to-Consumer (B2C) sectors, as the world is experiencing a fundamental shift in marketing.  Customer Centricity is synonymous with a proactive business strategy where companies are shifting from a previous focus on product to Customer centricity. Powered by Harvard Business Education material, this course focuses on the three main vectors: 

  1. knowledge management system (understanding the customer);
  2. development of strategic competence as a learning organization (building a customer-centric culture), and
  3. foundation for corporate strategy development and execution (serving the customer). 

This module also contains two videos on customer centricity: one asserts that humility and curiosity are the only way to gain a deep understanding of a marketplace and its customers, and one on how Trader Joe’s focuses on maximizing the customer experience.

Learning Objectives

By the end of this module, you can:

  1. Explain the overall value of creating a truly customer-centric organization
  2. Describe how organizations have benefited from assessing customer needs and values, measuring customer satisfaction and gathering feedback
  3. Explore how new and established organizations can build customer-centric cultures
  4. Show how companies can benefit from developing a value proposition and competitive positioning based on customer needs.
Delivery Method



Certificate of Compeltion

Number of Credits



The module will be available for 120 days.