Public Clock Photography by Arjan Richter | Flickr

Nowadays customer-centricity is recognized as one of the most effective strategies for growth. However, companies that want to develop it must be prepared for a transformation.

In order to be perceived as relevant their business has to perform as a solution. This means that their brand should become the media that customers look for in search of expert knowledge and collaboration. And their products and services become the means that help these customers to achieve their goals.

Customer-centricity requires a rethink of the value creation process, starting with defining brand relevance, and using this to interconnect and align the organization with customers.

This transition should ideally involve a coherent design of the product-service offering; sales and marketing approach; user experience context; system workflows; data and insight generation; and link to innovation.