Video: Rethinking the concept of customer-centricity

Deep down, I’m sure many retailers know that while they might aspire to being customer-centric, in reality they’re nowhere near. I feel the problem lies in confusion around the nature of the interaction between brand and customer.


Most organisations claim to put the customer at the centre of their business – but this isn’t necessarily where the customer wants to be. It reflects an outdated mode of thinking that assumes power still lies with the brand, and that the customer has to come to them to be serviced.

Instead, customers today expect brands to be where they are: in their homes and on their phones, instantly accessible for whatever is required, whenever it is needed. They don’t discriminate between channels, and expect businesses to know who they are and their previous interaction history. They want a seamless, frictionless experience.

 An insurance CMO nailed it on a recent MeetTheBoss roundtable when he said his competitors in terms of customer experience are Amazon and Apple, not other insurers.

Pioneering ad creative Craig Davis put it another way: “We need to stop interrupting what people are interested in, and be what people are interested in.” He said that TEN years ago, but brands are still struggling.

Shift the way your organisation thinks about delivering for its customers. Putting the customer at the heart of your business misses the point; instead, brands should be asking how to put your business at the centre of their customers’ lives.

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