What companies are doing in today's business world to drive business, differentiate themselves in the marketplace, and build brand loyalty is explained in this introductory course chapter.  

What customer centricity is, why it is necessary, and how to achieve it are explored in this course chapter in an interactive manner.  

This course chapter contrasts a production-centric company with a customer-centric company and uses a case study to demonstrate the relevance of a customer-centric company. 

Short videos show the main differences between customer centricity and customer focus.  

The differences between customer centricity and customer service are illustrated in the course section and a PDF handout with the most important information is available for download. 

In this course section, a case study shows what customer centricity is really all about.   

Why it is essential to switch to a customer-centric mindset, what benefits this brings, and what happens when customer-centricity is ignored is illustrated in this course section.  

What needs to be done to adopt a customer-centric mindset, what the challenges are, and what the characteristics of a customer-centric company are will be illustrated in this course chapter.