Fundamentals of Customer Centricity from edX

Customer-centricity is an approach to doing business that focuses on providing a positive customer experience both at the point of sale and after the sale in order to drive profit and gain competitive advantage.

Delighting customers and retention require constant understanding of value, convenience and service. For organisations trying to achieve competitive advantage via a customer-centric approach, delivering differentiated and unique service is obligatory. As a strategic option, customer centricity involves comprehending minute consumer insights to create services that are tailored to specific customer segments and individuals.

For BFSI, customer-centricity entails to re-evaluate what they know about their customers and to better understand who their customers are, what interests them, what they value, and what drives them.

Today, it is imperative for banks to form, embed and practice a customer-centric culture.

What you'll learn

Meaning, concept, and significance of Customer Centricity
Deriving a Customer-Centric Value Proposition
Need for Customer Centricity
Aligning a Customer Centric Approach to Customer Life-Cycle
Overcoming challenges to Customer Centricity
Habits of a Customer Centric Organization
The Value and Benefits of being Customer Centric
Achieving customer-led growth via Customer Centricity
Customer Centricity for Financial Services
Patterns of Customer Centric Banking

What's inside

Learning objectives

Achieving customer-led growth via customer centricity

Customer centricity for financial services

Achieving customer-led growth via customer centricity
Customer centricity for financial services

Syllabus

Week 1: The Realm of Customer Centricity- Introduction to the concept, meaning and significance

Week 2: The Customer Centric Organization- Learn the habits of customer-centric organizations

Week 3: Customer Centricity Actionables- Making customer experience value.

Week 4: Customer-Centric Banking- Understand the importance of customer-centric banking.

Week 5: Digital Banking for a Customer Centric World- Uncover the shifts re-shaping digital banking.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines customer-centricity, which is highly relevant to building competitive advantage and long-term sustainability

Taught by Mukti Prakash Behera, Hari S Iyer, and Dr. Bindu K. Nambiar, who are recognized for their expertise in customer experience management

Develops habits of customer-centric organizations, which are core skills for maximizing customer satisfaction and creating lasting relationships

Explores customer experience value creation, which is standard in the field of marketing and customer success

Examines the importance of customer-centric banking, which is highly relevant to the financial services industry

Requires learners to come in with foundational knowledge of marketing, customer service, and business strategy

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Fundamentals of Customer Centricity with these activities:

Review Concepts of Marketing and Customer Behavior

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Revisiting these concepts will strengthen your understanding of customer needs and behaviors.

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Read 'The Effortless Experience' by Matthew Dixon, Nick Toman, and Rick DeLisi

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This book provides practical insights into creating effortless customer experiences, aligning with course concepts.

View The Effortless Experience: Conquering the New... on Amazon

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Volunteer at a Customer Service Organization

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Volunteering will provide hands-on experience in applying customer-centric principles.

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Identify local organizations that offer customer service or support
Inquire about volunteer opportunities and responsibilities
Engage with customers, resolve issues, and gather feedback

Five other activities

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Engage in Discussion Forums on Customer Centricity

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Participating in discussions will foster critical thinking and knowledge exchange on customer-centricity.

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Identify online forums or discussion groups dedicated to customer-centricity
Actively participate in discussions, sharing insights and engaging with other participants

Explore Best Practices in Customer Centric Banking

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Following online tutorials will provide valuable insights into successful customer-centric banking practices.

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Identify reputable sources and platforms offering relevant tutorials
Follow guided tutorials on topics such as customer segmentation, personalized marketing, and omnichannel customer engagement

Solve Case Studies and Scenarios on Customer Centricity

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Engaging in practice drills will reinforce your problem-solving abilities in customer-centric situations.

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Access online platforms or textbooks providing case studies and scenarios
Analyze the provided scenarios, identify customer needs, and develop appropriate solutions

Develop a Customer Experience (CX) Improvement Plan

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By creating a CX Improvement Plan, you'll apply the concepts learned in the course to a real-world scenario.

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Identify key customer pain points and areas for improvement
Conduct customer research to gather insights and feedback
Develop and implement strategies to address pain points and enhance the customer experience
Monitor and evaluate the effectiveness of implemented strategies

Create a Case Study on a Customer-Centric Organization

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Developing a case study will enhance your understanding of real-world customer-centric practices.

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Identify a customer-centric organization for the case study
Research the organization's strategies, initiatives, and results related to customer-centricity
Analyze the data and draw insights about the organization's success factors and areas for improvement
Write and present the case study, highlighting key learnings and implications

Career center

Learners who complete Fundamentals of Customer Centricity will develop knowledge and skills that may be useful to these careers:

Chief Customer Officer

A Chief Customer Officer is responsible for overseeing an organization's customer relationship management (CRM) strategy. This includes developing and executing plans to improve customer satisfaction, loyalty, and retention. The course, Fundamentals of Customer Centricity, would be beneficial to someone in this role because it would provide them with a deep understanding of the principles of customer centricity and how to implement them in an organization. The course would also help them develop the skills necessary to create and execute a successful CRM strategy.

See salaries and explore the career path for Chief Customer Officer

Customer Experience Manager

A Customer Experience Manager is responsible for managing the customer experience across all touchpoints. This includes developing and implementing strategies to improve customer satisfaction, loyalty, and retention. The course, Fundamentals of Customer Centricity, would be helpful for a person in this role because it would give them a strong foundation in the principles of customer centricity. The course would also help them develop the skills necessary to create and implement a successful customer experience management strategy.

See salaries and explore the career path for Customer Experience Manager

Customer Success Manager

A Customer Success Manager is responsible for helping customers achieve their desired outcomes from using a product or service. This includes providing support, training, and consulting services to customers. The course, Fundamentals of Customer Centricity, would be beneficial to someone in this role because it would give them a deep understanding of the principles of customer centricity and how to implement them in a customer success management role. The course would also help them develop the skills necessary to build strong relationships with customers.

See salaries and explore the career path for Customer Success Manager

Product Manager

A Product Manager is responsible for managing the development and launch of new products or services. This includes conducting market research, developing product specifications, and working with engineers to bring the product to market. The course, Fundamentals of Customer Centricity, would be beneficial to someone in this role because it would give them a deep understanding of the needs of customers. The course would also help them develop the skills necessary to create products and services that meet the needs of customers.

See salaries and explore the career path for Product Manager

Marketing Manager

A Marketing Manager is responsible for developing and executing marketing campaigns to promote products or services. This includes developing marketing strategies, creating marketing materials, and managing marketing budgets. The course, Fundamentals of Customer Centricity, would be helpful for a person in this role because it would give them a deep understanding of the principles of customer centricity. The course would also help them develop the skills necessary to create and implement successful marketing campaigns.

See salaries and explore the career path for Marketing Manager

Sales Manager

A Sales Manager is responsible for leading and managing a team of sales representatives. This includes setting sales goals, developing sales strategies, and providing training and support to sales representatives. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the skills necessary to build strong relationships with customers.

See salaries and explore the career path for Sales Manager

Account Manager

An Account Manager is responsible for managing relationships with key customers. This includes providing support, resolving issues, and cross-selling products and services. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the skills necessary to build strong relationships with customers.

See salaries and explore the career path for Account Manager

Customer Service Representative

A Customer Service Representative is responsible for providing support to customers. This includes answering questions, resolving issues, and processing orders. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the skills necessary to provide excellent customer service.

See salaries and explore the career path for Customer Service Representative

Business Analyst

A Business Analyst is responsible for analyzing business processes and making recommendations for improvement. This includes identifying inefficiencies, developing solutions, and implementing change. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the analytical skills necessary to identify and solve business problems.

See salaries and explore the career path for Business Analyst

Project Manager

A Project Manager is responsible for planning, executing, and closing projects. This includes developing project plans, managing budgets, and coordinating with stakeholders. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the project management skills necessary to successfully deliver projects that meet the needs of customers.

See salaries and explore the career path for Project Manager

Consultant

A Consultant is hired by organizations to provide expert advice and recommendations. This includes developing strategies, conducting research, and providing training. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the consulting skills necessary to provide valuable advice to clients.

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Trainer

A Trainer is responsible for developing and delivering training programs. This includes identifying training needs, developing curriculum, and providing instruction. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the training skills necessary to create and deliver effective training programs.

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Writer

A Writer is responsible for developing content for websites, blogs, articles, and other marketing materials. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the writing skills necessary to create content that is clear, concise, and engaging.

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Graphic designer

A Graphic Designer is responsible for creating visual content for websites, blogs, articles, and other marketing materials. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the design skills necessary to create visual content that is attractive and effective.

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Data Analyst

A Data Analyst is responsible for collecting, analyzing, and interpreting data to identify trends and patterns. This includes developing data models, writing queries, and presenting findings. The course, Fundamentals of Customer Centricity, may be useful for a person in this role because it would give them a better understanding of the needs of customers. The course may also help them develop the data analysis skills necessary to identify and solve business problems.

See salaries and explore the career path for Data Analyst