Using Information to Develop a Culture of Customer Centricity

Chapter 1

What Is Customer Centricity?

“What is Customer Centricity?” provides an introduction to the concept of focusing attention on the customer experience and considers the history of customer interactions to today. The chapter introduces the concept of “value” as a core driver for transition towards a customer-centric strategy and suggests that to transition to such an organization, there needs to be governed practices for enabling broad customer data visibility to help drive increased corporate value.

Keywords

Customer; Customer centricity; Customer Relationship Management; customer data visibility; customer interaction management

Introduction

Although over recent years the volume of customer interactions has greatly accelerated, a conceptual ...