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Published in:
2023 | OriginalPaper | Chapter
28. Customer Centricity as a Management Guideline
Author : Johannes Ceh
Published in: Multisensory in Stationary Retail
Publisher: Springer Fachmedien Wiesbaden
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Abstract
According to a study by Capgemini, 75% of companies claim to be customer-centric. But how many companies really are? Not even a handful (Taylor et al. The Disconnected Customer. What digital customer experience leaders teach us about reconnecting with customers, Capgemini Group, Paris, 2017, p. 9). Where is it often lacking? In holistic consistent understanding. Organization and culture. There are only a handful of German companies which I would classify as truly customer-centric. Why? Because – as is so often the case – many companies are not concerned with customer experience. They are not about the customer. Not about the human being. They are simply about selling. Of software. Of trade show tickets. Whatever. Of course, selling is essential to the survival of any business. But at what cost? And isn’t there more?