Customer-Centricity is often misunderstood. There is a fine line between on the one hand “doing what your customers want you to do”, and so not achieving the goals of the business, (a common misconception of customer-centricity),  and on the other hand being driven entirely by what the business wants, at the expense of the customers [...]

One of the most commonly-stated goals of a customer-centric company is to put the customer at the heart of everything the company does, especially in customer channels. However, in reality many companies find this a challenge because they lack the methods to keep the customer’s needs front-of-mind when the pressures of implementation come thick and [...]