Customer-centricity can be achieved when a commitment towards it is shared across the company

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 10:57 AM UTC

Organisations must look for shared success metrics.

This article shares some measures brands can adopt to build customer-centricity in their companies. To start off, developing a plan with internal stakeholders is required. Companies must take stock of the perspectives of those that are on the “front lines” with consumers daily.

The author highlights having the mindset needed to evolve the business’ culture, model and organisation. A move away from optimising by function is recommended. Companies could rather optimise the outcomes that matter for the customer.

Further, instead of measuring metrics by department, brands could look for shared success metrics. The author notes that while technology can be an effective enabler, true customer-centricity can be achieved when the company shares the commitment for it.

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