Exercise | March 2011

Customer Intelligence Advantage: Module 2 Assignment

by F. Asis Martinez Jerez


This exercise directs students to analyze a customer-centric firm by first understanding the elements that characterize a customer-centric organization, then by capturing and comparing this firm's approach to customer-centricity. Students interview three levels in the organization--CEO/leadership level, corporate unit level, and front-line/customer-facing employee level.

Keywords: Business Units; Customer Focus and Relationships; Customer Satisfaction; Employees; Knowledge Sharing; Knowledge Use and Leverage; Leadership; Competitive Advantage;


Martinez Jerez, F. Asis. "Customer Intelligence Advantage: Module 2 Assignment." Harvard Business School Exercise 111-118, March 2011.