Publication: The pulse of customer centricity in leading European companies 2021
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Date
2022-04-14
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IE University
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Abstract
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.
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Attribution 4.0 International
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IE Center for C-Centricity
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Keller, T., Kreth, R., Alvarado, M., & Eizaguirre, M. (2022). The pulse of customer centricity in leading European companies 2021. IE University. https://doi.org/10.5281/zenodo.7829001