Customer-centricity

"There is no excuse. Creativity has to be at the forefront."

A new series of experiments reveals that empathy tends to make marketers more egocentric.

For one, they're not flexible enough.

AI has the power to gather, analyze, and utilize enormous volumes of individual customer data to achieve precision and scale in personalization. The experiences...

Ranjay Gulati, Harvard Business School professor, on how to deliver what customers really want.

Rene Carayol of Cass Business School explains how First Direct's commitment to customer service saved a life on 9/11.

This post is part of Creating a Customer-Centered Organization. Much of the conversation about customer-centricity focuses on business-to-consumer (B2C)...

To understand your customers’ expectations, look beyond your industry.

If developed the right way, technology will augment–not replace–human labor.

Offering nothing is better than a small prize.

In the past, design has most often occurred fairly far downstream in the development process and has focused on making new products aesthetically attractive...

Clay Christensen's landmark theory--in under two minutes.

Companies that systematically monitor customer experience can take important steps to improve it—and their bottom line.

A recent analysis of more than 500 employees across 12 organizations found that actual strategic alignment was two to three times lower than perceived...

Tools HR can borrow from marketing.

Theodore Levitt's classic theory--in under two minutes.

They engage decision makers' emotions.

If you want to create a really successful business, you have to do more than win your share of customers or control costs--you have to break the rules...

When consumers buy online, they spend more.

Ed Zore is the CEO of Northwestern Mutual, a highly admired 150-year-old insurer. Relevance, not innovation, matters most to customers, he says, and should...