Truly customer-centric companies are characterised by two elements: Firstly, they have got the offering, customer experience, touchpoint usage, processes and tools right to create mutual value – i.e. value both for themselves and for their customers. Secondly, they have an inclusive culture that allows working seamlessly across functional silos within the company and integrates customers into vital parts of customer experience design and delivery. In their quest to become more customer-centric, most CEOs focus almost entirely on the first element and neglect the demands of customer centricity with respect to their company culture and the mindset of their staff.
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