The hard path to becoming truly customer-led

This article examines why it is difficult for brands to become customer led and how they can start to make the transition.

Business leaders say that being customer-led matters – but it is rarely done well. Better ways to make progress are needed if companies are to understand and create customer value, says Charlie Dawson.

"We are committed to providing a level of service to our customers that makes us a leader in [our] industry. Our goal is to make every flight a positive experience for our customers."

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