In a highly competitive market, organizations are increasingly placing customers at the center of their corporate strategies. Very few, however, are actually achieving true customer centricity, beyond creating a customer care service. Having a customer-centric strategy means ensuring that the way products and services are developed and marketed is aligned with customers’ real needs. For the organization, this can bring long-term benefits. María Eizaguirre, Academic Director at IE Centre for Consumer Driven Growth, discusses some of these issues with Frank T. Piller, Economist and Professor at RWTH Aachen University.
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