Customer centricity has become a powerful ambition in business: put the customer at the centre. The intention is valuable. It challenges organisations to stop designing primarily around their own structures, products, processes and internal convenience and instead consider the customer (or better: user of their products and services) more seriously. But the language of customer…
A few months ago, while completing the content for one of the Customer Journey Management courses we are organising, I searched for a chronological path on how Marketing developed from the dominant marketing paradigm, namely transactional, to customer- and human-centric and beyond, including society and the planet. When I was still at the university, I…
For years, organisations have invested in becoming more customer-centric. They established customer offices, built CX teams, and gave design a mandate to be human-centred, with real investment in research, user needs, and understanding. They hired insight teams, built design capabilities, and deployed powerful new technology. From leadership commitment to KPIs reflecting customer outcomes, we have…