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

This article looks at what it means to be customer-centric and how businesses can create a customer-centric culture.

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

Simon GlynnLippincott 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...

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