Pay It Forward: Google and others

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Del curso dictado por University of Pennsylvania

Introduction to Marketing

calificaciones

University of Pennsylvania

Introduction to Marketing

calificaciones

Curso 1 de 6 en SpecializationBusiness Foundations

Taught by three of Wharton's top faculty in the marketing department, consistently ranked as the #1 marketing department in the world, this course covers three core topics in customer loyalty: branding, customer centricity, and practical, go-to-market strategies. You’ll learn key principles in - Branding: brand equity is one of the key elements of keeping customers in a dynamic world in which new startups are emerging constantly. - Customer centricity: not synonymous with customer service, customer centricity starts with customer focus and need-gathering. - Go-to-market strategies: understand the drivers that influence customers and see how these are implemented prior to making an investment. Complete this course as part of Wharton's Business Foundations Specialization, and you'll have the opportunity to take the Capstone Project and prepare a strategic analysis and proposed solution to a real business challenge from Wharton-governed companies like Shazam and SnapDeal or to a challenge faced by your own company or organization. Wharton-trained staff will evaluate the top submissions, and leadership teams at Shazam and SnapDeal will review the highest scoring projects prepared for their companies.

De la lección

Applied Marketing (Optional)

These short lectures apply marketing principles taught in the course to current examples. Content in these lectures may deepen your understanding of course concepts, but won't be tested directly on the quizzes or exam.

The Brand Named Jennifer2:15

Awesomeness TV1:17

Playboy in China1:19

Barriers To, and Challenges Of, CustomerCentricity5:08

Pay It Forward: Google and others3:08

CLV: Electronic Arts3:02

Rewarding CLV: Merial4:08

Customer Analytics Initiative3:32

New Start-ups in Customer Centricity4:26

Conoce a los instructores

Barbara E. Kahn
Professor of Marketing and Director, Jay H. Baker Retailing Center
The Wharton School
Peter Fader
Professor of Marketing and Co-Director of the Wharton Customer Analytics Initiative
The Wharton School
David Bell
Xinmei Zhang and Yongge Dai Professor, Professor of Marketing
Marketing

Lot's of companies hear me or others talk about customer centricity and say,

man that's great, I wish we could do a strategy like that but we can't.

We either don't have the data, we might not have the analytical capabilities.

We might not have the technology to allow us to serve up different kinds of products

or services to our customers.

Or maybe there's regulatory restrictions that prevent us from doing it even if we

think we're able to.

And so rather than just having those companies walk away, and saying,

well, it's not for us.

I've had some very interesting experiences with companies from around a variety of

different industries, one of which was a pharmaceutical company and

another one was Google.

Okay, two companies that might have the capabilities to treat customers

differently, but they're really hesitant to do so.

So in these cases, and in others, one of the big wins of customer centricity has

been for these companies not so much to be customer centric with their own customers,

but to teach their customers how to be customer centric with their customers.

So I've had lots of good conversations with these organizations and others.

Basically they're listening very attentively, and I'm going through all

these lessons about what customer centricity is and all the strategies and

tactics and everything else that we've been covering in the course.

And they're carefully taking notes,

not because they're going to do this stuff themselves, but here's their thinking.

If we can teach our customers how to be more customer centric,

then they will see us as a trusted advisor.

Then they will become better customers as of us.

They will be more locked in.

In the case of Google, if they can teach their advertiser clients how to be more

customer centric, then those advertiser clients will be better consumers of,

they will buy more, Google analytics products, for instance.

So in many cases the idea of customer centricity isn't necessarily something

that you do with your own customers, or

it's not something that you do only with your customers.

But in a B to B setting you are also going to teach your customers how to do these

things with their customers.

Pay it forward.

And I just love this idea because not only is it effective

from a business standpoint.

Not only is it consistent with everything we say about customer centricity,

the whole idea about making these investments and we're in it for

the long run, we're not just trying to make a dollar right now.

But the more that you can get others to be basically spreading the gospel for

you, the more it's going legitimize some of these practices.

The more people within your organization who are really going to be able to

understand them and talk about them and just make this conversation more

ubiquitous throughout the entire ecosystem that your company is involved in.

So this is an idea that, really,

I didn't have in mind at all when I was writing my book about customer centricity.

It's one of the things that I've been learning as I go ahead.

And so this idea of paying it forward I think is just one of many extensions of

customer centricity that's food for thought, something to think about.

That might be a nice way for you to apply customer centricity or

to expand it beyond what you've already been thinking about.

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