The Customer Centricity Paradox

Why starting with your customers may be the worst way to serve them.

Over the past decade, few concepts in retail have resonated as strongly as ‘customer centricity’. Many retailers have long suspected that they could do more to enhance their appeal to customers.

Now that good data on individual customers is commonplace, it’s easy to understand why retailers have been eager to use this information to more systematically understand customer needs. And it’s hard to disagree that doing the right thing for customers is generally good practice.

The Customer Centricity Paradox

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