The Path to Customer Centricity

The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centric paradigm. This article identifies fundamental issues and challenges that typically deter a firm from be...

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Bibliographic Details
Published in:Journal of service research : JSR 2006-11, Vol.9 (2), p.113-124
Main Authors: Shah, Denish, Rust, Roland T., Parasuraman, A., Staelin, Richard, Day, George S.
Format: Article
Language:English
Subjects:
Brand loyalty
Competitive advantage
Consumer behavior
Corporate culture
Customer relations
Customer relationship management
Customer services
Leadership
Marketing
Portfolio management
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Summary:The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centric paradigm. This article identifies fundamental issues and challenges that typically deter a firm from becoming customer-centric. These are mainly related to the organizational culture, structure, processes, and financial metrics of the firm. To overcome these barriers, the article suggests a path to customer centricity that is driven by a strong leadership commitment, organizational realignment, systems and process support, and revised financial metrics. The article concludes with directions for further research.
ISSN:1094-6705
1552-7379
DOI:10.1177/1094670506294666