Rice Business Executive Education Vikas Mittal


Overview: Smart companies cultivate customer satisfaction in order to build shareholder value through increased sales, margins and EBITDA. But you can’t keep the customer satisfied unless you know what they want. This 4-day course provides a practical framework and toolkit executing on customer value for financial success. View sneak peak webinar below. 

Who should enroll?

Middle and upper-level managers within B2B companies including energy, petrochemicals, transport and logistics, distribution, manufacturing, healthcare, financial and commercial services.

Upcoming Date(s): October 29 - November 1, 2019

Tuition: $6,500 - Tuition includes class materials and daily breakfast, lunch, and refreshments.

Special Pricing for AMA Members: Receive 10% discount on course registration. For each AMA member payment received, Rice Business Executive Education will donate an additional 10% to AMA Houston’s Penny Todd Scholarship Fund.

Register (AMA Members Only)

AMA Houston

Get a sneak peak of the course and watch this series of four webinars that showcase four key elements from the course

1. B2B Marketing Strategy: A Customer-Centric Approach


2. Does Net Promoter Score (Nps) Promote Or Impede Customer Focus?

Professor Vikas Mittal reviews the value of Net Promoter Score (NPS), a customer focus measurement that the Wall Street Journal calls a fad. Can NPS help companies improve their bottom line? How does it compare to other metrics measuring customer focus? Do studies succeed in linking NPS to financial performance?

Webinar Replay

3. Crafting Value Propositions For B-to-B Customers

A common refrain among B-to-B sales executives is that their product is commoditized and they must lower prices to compete. Using research from over 10,000 B-to-B customers, Professor Vikas Mittal shows how companies can differentiate themselves and build pricing power by breaking free from the product trap. Professor Mittal will review specific case studies demonstrating how these strategies work in the real world.
Aug 26, 2019 | 12:15pm - 1:00pm

Webinar Replay

4. Aligning Value In B-to-B Companies

After you discover the key elements of customer value, how do you make it sync with employee and shareholder value? Professor Mittal will discuss customer metrics, operational metrics, and financial metrics, which can be used to align the needs of all three groups. Insights will be drawn from case studies of successful and unsuccessful alignment.
Sep 23, 2019 | 12:15pm to 1:00pm

Webinar Replay

Framework & Learning Objectives:

Customer Analysis (Day 1)

  • Value driver analysis: Participants will learn to analyze their customer base to determine which benefits — like price, quality, safety, communication, etc. — drive customer value
  • Value proposition/positioning statement: Participants will learn how to select the right target segments and offer the right benefits, crafting a customer-focused value proposition.

Execution Analysis (Day 2 and 3)

  • Delivering value through execution: Participants will learn how to analyze execution strategy that increases customer satisfaction and link execution levers in ways that drives sales and margins.  
  • Competitive analysis: Participants will use a comparative analysis framework to measure the perceived value that customers derive from your offering vs. those of your competitors.

Financial Analysis (Day 3)

  • Delivering financial value: Participants will learn how customer-perceived value drives financial metrics such as sales, margins and EBITDA.
  • Resource allocation/strategic initiatives: Participants will develop strategies for optimizing company budgets in customer-focused areas, such as product development, communication, sales, customer service, etc.

Planning & Executing Customer-Based Value (Day 4)

  • Customer-based strategic planning: Participants will learn how to integrate these points into a coherent customer-based strategic plan. We will review and analyze examples of such plans and work with individual participants to brainstorm a plan that works for their company.

Your Professor:

Vikas Mittal. J. Hugh Liedtke Professor of Management (Marketing)

Check out the article for Greater Houston Port Bureau where Professor Vikas Mittal discusses how to build B2B strategy using eight customer-based competencies.

All Executive Education faculty are award winning professors who teach full time in the MBA and EMBA program at the Jones School and have extensive business or consulting experience. Read more about Professor Mittal’s research at Rice Business Wisdom, our online ideas magazine with clear, practical translations of faculty research that will change the way you think.

It is expected that participants have their own health insurance valid in the United States. The university is not responsible for medical expenses incurred by participants during the program.

Sheree Ahart

Sheree Ahart

Director, Executive Education; Lecturer in Management

Zoran Perunovic

Director, Executive Education
Vikas Mittal

Vikas Mittal

J. Hugh Liedtke Professor of Management – Marketing