Technical Reports

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https://hdl.handle.net/20.500.14417/3286

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Browsing Technical Reports by Author "Alvarado, María"

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    Decoding Customer Centricity 2020
    (IE University, 2021-01-10) Eizaguirre, María; Alvarado, María; https://ror.org/00c5kmy11
    Evans (2016) eloquently argued that "digital disruption has brought about a change in the producer/customer dynamic (...). Information is power, and the digital technology gives access to it in a way unparalleled in history". Indeed, the knowledge that consumers are more empowered than ever because of their ability to quickly access information about products and services over the internet in real time has resulted in not only significant changes in the market place but in an overarching imperative to ensure business growth by focusing on those with both the knowledge and the purchasing power: consumers and customers. This has been known as the Age of the Customer. Efforts have since focused on "putting customers first" or making "customers king", and on how best to leverage technology to take full advantage of this new customer reality.
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    Publication
    The pulse of customer centricity in leading European companies 2021
    (IE University, 2022-04-14) Keller, Tecla; Kreth, Reinhard; Alvarado, María; Eizaguirre, María; https://ror.org/02jjdwm75
    It is a great pleasure sharing with all the C-Centricity community (academia, corporate managers, consultancy firms…) this Monitor, a paramount study that shades a very necessary light on the state of the art of such a vibrant, hot topic as C-Centricity. C-Centricity is as new as classic, because placing customers at the very center of our organization’s strategies is a principle that has been considered pivotal for success for decades. However, digitalization has turned this guiding idea into a leading priority for many (practically all) organizations. C-Centricity is hype: The best proof is that NPS has become the most relevant KPI, not only in terms of customer satisfaction but, and even more relevant, as the key to profitability as well. This revolution is influencing organizations in multiple ways. A new customer understanding, deeper than that from traditional market research techniques, has emerged. Organigrams are changing, including new positions and new cross-disciplinary teams. Customer (and employee) voices have become the compass to innovation and optimal customer experience. Moreover, and this is probably the big novelty, all this can be parametrized and measured with new metrics that can encapsulate customer experience, which assess the impact on profitability and market share.