Customer marketing: Lock sights on the new customer-centric agenda

Simon Glynn
Lippincott EMEA

Amazon aspires to be "Earth's most customer-centric company". Numerous mission statements are sprinkled with customer focus. Yet the brands we most admire are much more than customer-led.

Being customer-centric once meant doing things for the sake of customers, rather than for the convenience of the provider. So a bank would open extra teller positions at lunchtime when demand is highest. But by that measure, any successful company is already customer-centric. The goalposts for true customer focus have clearly moved.

The natural response has been for brands to try to raise their game. They are using digital technologies to discover more about what customers are looking for and retooling their operations to be ever more agile.