LEADING CUSTOMER-CENTRIC TRANSFORMATIONS research points to three aspects of customer-centricity that many firms fail to get right: the scope, the dynamic nature of the subject, and the diverse capabilities required to succeed. Business Insights There’s a paradox when it comes to customer-centricity: most executives think caring about their customers is important, and many companies see customer-centricity as a key pillar of their growth strategy. And yet many executives rate their firm’s own performance in this area poorly - and end up paying for it. APOSITIVE EFFECT ONPROFITABILITY We’ve been talking about customer-centricity for decades, and the concept is neither difficult to define nor to understand. Furthermore, academic research has repeatedly demonstrated the positive impact that being customer-centric has on financial performance (it has a positive effect on profitability, for instance). So, howcanwe explain this disconnect between such an obviousmanagement imperative and the reality of where firms really are in practice?Our

Many companies take a piecemeal approach to customer-centricity, but it needs to permeate all the dimensions of a business and operating model to deliver financial gains.

FRÉDÉRIC DALSACE Professor of Marketing and Strategy

KATHARINA LANGE Affiliate Professor of Leadership

DIDIER BONNET Affiliate Professor of Strategy and Digital Transformation



Made with FlippingBook Online newsletter creator