Next-Generation Customer-Centricity
Cristian Mitreanu
INTRODUCTION
One of the most popular business concepts today, customer-centricity, has a dirty little secret. It is the concept with one of the loosest definitions out there. Most researchers, and business executives alike, are content with the widespread and broad definition of customer-centricity as the capacity to understand and respond to the customer's needs.
But in an increasingly dynamic and competitive business world, this is not enough. A deeper understanding and focus on the customer is required in order to succeed.
Over the years, several researchers have highlighted the limitations of customer-centricity's conventional definition. Unfortunately, most...