Is Customer-centricity Dead?

Over the past 20 years or more, the term customer-centricity term has died and risen numerous times. Each time it rises from its own ashes…

Over the past 20 years or more, the term customer-centricity term has died and risen numerous times. Each time it rises from its own ashes like the phoenix, it takes on a completely new meaning. In fact, the meaning has never changed; but the solutions designed to address it have — and they have done so with a complete lack of understanding.

It is not even in the spell-checker by default

Generally, we hear about customer-centricity through the various approaches that emerge that attempt to address it. Here are a few examples:

• 360 degree View

• Voice of the Customer

• Engagement

• Big Data

• Customer Experience

• Customer Success

• Social Listening / Selling

They each fail to address the underlying problem: customers are trying to get something done; not interact with a brand. Voice of the customer advocates will tell you that customers have needs, and they are important — however, they can’t articulate their needs. There is no agreement amongst this crowd on what a customer need is; so it’s no wonder they …