How important is customer centricity?
Which is more important for a company's success - nurturing a customer-oriented culture or getting the marketing strategy right? Malcolm McDonald, Professor of Marketing at Cranfield University, debates the issue and argues that although customer-centricity is vital, in isolation it has its limitations, and should be seen as part of an integrated marketing strategy.
Is it necessary for every organisation to create a customer-focused culture, popularly known as customer-centricity? There are numerous reasons why more and more companies are choosing to become customer oriented, yet the obvious reason is that it...