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Staying Close to the Customer Course


Staying Close to the Customer
Staying Close to the Customer

Learn about the importance of staying close to your customers.


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Course Description

Yahoo is a very popular Web site but, with strong competition for products and services coming from others like Google and Facebook, Yahoo as an organisation faces severe challenges in being more competitive in the advertising market. In this free online course Sue Decker, the CEO of Yahoo from 2008 to 2009, discusses how the founders of Yahoo focused on the needs of its customers by developing a hierarchal database structure for faster and more efficient searches making life easier for the customer. The course also looks at how internal structuring of the sales force was implemented to improve customer service, where the gap in monetising search queries between it and Google occurred, and recent acquisition proposals. This course will be of interest to advertising, business, marketing professionals and entrepreneurs who have an interest in how an online Web company uses its customer base as a business model.

Certification

To qualify for your official ALISON Diploma, Certificate or PDF you must study and complete all modules and score 80% or more in each of the course assessments. A link to your Diploma certificate will then appear under the My Certificates heading of your My Account page.

Learning Outcomes

Learning outcomes: - Understand how Yahoo focus on their customer by working on an integrated service; - Monetising search queries on a website; - An overview of the key differences between Yahoo and key competitors.


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Course Rating (By Learners): 3 stars based on 45 reviews
Course Title: Staying Close to the Customer
Course #: 445
Course Publisher: Stanford
Course Category: 9
Content Origin:
Course Description: Yahoo is a very popular Web site but, with strong competition for products and services coming from others like Google and Facebook, Yahoo as an organisation faces severe challenges in being more competitive in the advertising market. In this free online course Sue Decker, the CEO of Yahoo from 2008 to 2009, discusses how the founders of Yahoo focused on the needs of its customers by developing a hierarchal database structure for faster and more efficient searches making life easier for the customer. The course also looks at how internal structuring of the sales force was implemented to improve customer service, where the gap in monetising search queries between it and Google occurred, and recent acquisition proposals. This course will be of interest to advertising, business, marketing professionals and entrepreneurs who have an interest in how an online Web company uses its customer base as a business model.
License: This course is available from Stanford OpenCourseWare through the following Creative Commons licence:
Creative Commons License
Release Date: 11 June 2012
Content  
Course Duration (Avg Learner): 1-2 Hours
Video/Audio: High
Audio Only: High
Animation: None
Assessments: Yes
Education Level
Age appropriateness: 16+ Years
Minimum Grade/Class Level:
Validation: Level 5
ALISON Testing: Yes
Certification Availability
PDF Download: Yes
Parchment: Yes
Framed Certification: Yes

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  • Kenneth Hunter
    Kenneth Hunter United States of America It is important to keep close to the customer to ensure you don't lose their trust or business. Yahoo experienced this first hand when their focus on products lost them advertisement because they failed to meet the needs of the advertisers to connect with select demographics. 2015-08-11 20:08:56
  • Harley Delander
    Harley Delander United States of America It was an easy course and gave some insight into yahoo's world, but didn't provide a lot of information and the video lesson is outdated by 7 years. 2015-04-18 06:04:39
  • Romina Nesperos-Villalobos
    Romina Nesperos-Villalobos Qatar i learned a lot from this course 2015-03-10 20:03:53
  • Joop Lemmens
    Joop Lemmens Netherlands A nice view on the scene behind websites. 2015-01-26 09:01:49
  • Jamie Loza
    Jamie Loza United States of America The course is interesting I know much less about the industry discussed here than I do about other industries, this was an added learning benefit. 2014-12-29 20:12:23
  • Gregory Bierman
    Gregory Bierman United States of America This is a nice little overview of the Microsoft/Yahoo merge that never happened in 2008. 2014-12-18 18:12:21
  • Jamie Brandt
    Jamie Brandt United States of America Great study. 2014-09-19 02:09:40
  • Jenny Lee
    Jenny Lee Singapore good 2014-09-11 09:09:08
  • 3162834 .
    3162834 . Australia Very interesting to learn about a company like Yahoo. 2014-09-04 09:09:01
  • Susan Reckner
    Susan Reckner United States of America very informative 2014-08-06 17:08:46
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