customer centricity works Research reported in the American marketing journal CMO, found that businesses that are customer centric are on average 60% more profitable than those that are not. Being customer centric involves a great deal more than simply claiming to be customer centric or thinking that customers are important and should be listened to. […]

customer centricity works Research reported in the American marketing journal CMO, found that businesses that are customer centric are on average 60% more profitable than those that are not. Being customer centric involves a great deal more than simply claiming to be customer centric or thinking that customers are important and should be listened to. Customer centricity involves recognising that you are not the customer, that intuition is only valuable in interpreting data, and allocating resources to gathering and actively responding to customer data. Even among marketers who have addressed these issues, CMO data suggests that 61% felt they had a long way to go in terms of gathering and using data optimally. Even marketers using data realised that there was more data to collect, and that the data they were collecting could be better used. Some 90% of respondents indicated that they were taking steps to make their data…