Enhancing Customer Centricity: The Imperative for Success in a Changing Landscape
The new ready2board June ‘23 – August '23 issue; is on air!
Since Peter Drucker noted almost 60 years ago that customers are not interested in buying products but in buying the outcomes of these products. Companies have worked hard to pay lip service to be customer centric.
Yet, despite heavy investments in technology, restructuring their organizations, and reengineering their processes, the results are often disappointing. Not that it is easy to become customer centric. Changes in technology such artificial intelligence, cloud computing or the variety and volume of data render many of the efforts and investments obsolete and raise the bar for getting close to customers. Poor understanding of customer centricity is partly to blame. Companies need to work concertedly along three dimensions of customer centricity at the same time: develop a customers’ insights capability as a component of their knowledge management system, deliver superior customer experience by embedding customer journeys into the organizational fabric, and create an organizational mindset and t and systems around customer empathy.
A very insightful article written by Dr. Kyriakos Kyriakopoulos, Professor of Marketing and Strategy at Alba Graduate Business School, The American College of Greece.
