Customer Analytics

1.5 credits · GM

The term Customer Centric is synonymous with proactive business strategy worldwide. Primarily due to advances in technology, we are experiencing a fundamental shift in business, i.e., the shift from focusing on the product towards focusing on the individual customer as the most critical unit of analysis, in both the Business-to-Business (B2B) and Business-to-Consumer (B2C) sectors. This course aims students to understand the analytical tools for different aspects of customer centricity: as part of a knowledge management system (understanding the customer), as part of the development of strategic competence as a learning organization (building a customer-centric culture), and as a foundation for corporate strategy development and execution (serving the customer).