Two most important steps are to measure customer profitability & institutionalize customer centricity

B-SCHOOL INDIA

Finally, the company should institutionalize customer centricity. This is accomplished by making the customer segments the basic business units of the company; that is, organising by customer segment rather than by product, geography or function. Customer-centric innovation allows firms to offer increasingly tempting value propositions, helping them to avoid the trap of competing on price. The superior returns allow the customer-centric innovator to continually reinvest in the customer knowledge base. The result: A truly virtuous learning cycle and a never-ending source of competitive advantage….

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Source :- IIPM Editorial, 2006