As you already know, every business or organisation exists to satisfy certain needs, solve specific problems and meet customer demand. Without customers for the products and/or services your company offers, you have no business in business.
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Unlike in the past, where the product and brand are at the centre of the company, Rethinking Marketing [1] is all about customer-centricity. It explains why the right culture, incentives and customer-centric strategy must be created and driven from the top to be successfully implemented.
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Working as a CSO, one could think that of course, you must be customer-centric… But I noticed that some of my peers don’t really understand what customer centricity actually means, they are still too much “product” focused. So, what does customer-centricity mean? Does defining it even matter? It definitely does!
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