Date and Time:

Jun 09–10, 2020
(All day)



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 2-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): June 9-10, 2020

Tuition: $2,900 - Tuition includes class materials and daily breakfast, lunch, and refreshments.

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

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.