Customer Centricity is a concept that places the customer, and not the product, at the center of all business activities. In innovation processes in particular, this approach is crucial to success and is therefore also strongly anchored in approaches such as “Design Thinking” and “Lean Startup”.
Compared to previous concepts in which the focus is on the product, in Customer Centricity the expectations, needs and wishes of the customer are the starting point for all subsequent processes.
The implementation of Customer Centricity is very complex, it goes further than sales and marketing activities. Customer centricity has a strong impact on corporate strategy and culture, as the concept extends across all areas of the company.
The aim is to make the customer journey and the customer experience (all experiences a customer has with a product) particularly customer-oriented and thus effective.
Basically, the approach here is not new, it is similar to the idea that “the customer is king”. However, new digital possibilities are now making the approach much more feasible and thus giving it new relevance.