Customer obsession is a set of beliefs embedded in the culture of the most profitable companies across every sector worldwide.

Amazon, the most famous example of a customer-obsessed business, vividly demonstrates this principle of customer obsession. Jeff Bezos brings empty chairs into meetings to remind his colleagues that to genuinely put the customer first, the Amazonian way, they must ask, "What would the customer say?"

When faced with key marketing questions - "How should I price this product? What is the benefit of this feature? Should I use influencer marketing?"—the answer should always be, "I don't know, but I can find out." 

Fortunately, there's a way to test your company's level of customer obsession. Developed by marketing professor Rohit Deshpande, the MORTN SCALE includes ten questions rated on a five-point agreement scale. Some of these questions remind you that your purpose is to serve your customers, while others assess your ability to generate customer insights and spread them across the company. 

In this class, you'll work through these ten questions with Dino and Lee to help you fully grasp the concept of customer obsession. Over two hours, through short lectures and Q&As, they will teach you how to apply the MORTN scale to measure and improve your customer obsession.