Publication: Decoding Customer Centricity 2020
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Date
2021-01-10
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IE University
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Abstract
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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Attribution 4.0 International
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IE Center for C-centricity
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Eizaguirre, M., & Alvarado, M. (2021). Decoding Customer Centricity 2020. https://doi.org/10.5281/zenodo.4430334