Customer centricity is redefining what it means to be an agile business. Competitive advantage is all that matters in the end -- and that comes from being agile in ways that the customer sees and benefits from.
We're past the days where customer centricity was a new concept and a decent effort was enough to create business advantage. Now it's a point of competition and the real winners are the companies that are setting the bar higher.
It's up to each organization to decide where it wants to put the focus of its customer centricity efforts. The only thing that is certain is that the bar keeps rising for truly earning that distinction.
Business is not what it used to be. Shifting technology and power shift towards customers are all creating a higher demand environment. How a company reacts determines whether its at threat or an opportunity.
This isn't your father's CRM -- that's a line my own father used to use when he talked about big changes. Good to finally get to use it myself. Innovation is finally making CRM live up the ambition of its name -- to truly manage the customer relationship. Here are some real examples of how that's happening.