Has customer centricity been lacking empathy all along?: Correlation & causation - the new norm in decision making

This paper argues that the continued emergence of Big Data and advanced analytical techniques presents the need for organisations to leverage analytics in combination with market research in order to map the consumer journey and deliver truly consumer-centric experiences.

Has customer centricity been lacking empathy all along?: Correlation & causation - the new norm in decision making

Justin Smith, Sarah Phillips, Camille Nicita and Susan Scarlet

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Introduction: The need for a multi-disciplined approach to consumer-centric decisions

In an effort to maintain and grow market share, organizations aspire to and define "customer centricity" in a number of ways. In 1999, Peppers and Rogers defined one of its major characteristics as being the focus on each customer's interests and interactions with the organization in order to deliver targeted, personal messages. While many...

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