What we know about customer-centricity

Explores the current thinking and writing on the subject of customer-centricity, the ethos that places good service and customer-experience at the heart of a brand's strategy.

Customer-centric brands put the customer experience at the heart of the business. They ensure they understand consumers' motivations, in order to meet their needs, retain their custom and maximise profitability. Effective customer-centric strategies recognise consumers' changing demands, have a clear brand purpose, and are embraced at every level of the business.

Definition

Customer-centric companies create a positive customer experience before, during and post-sale which can drive repeat business, loyalty and profit. Customer-centricity is more than providing good customer service. Rather, it involves creating a company culture that focuses on the customer's needs. Customer-centricity can be a good way to differentiate...

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