Companies have been trying to adopt customer centricity for decades, and few have succeeded based on what customers say about them.
Why do so many companies struggle to get customer centricity right?
It's not an issue of volume, velocity, and variety of customer data that overwhelms many organizations, and it's not a lack of systems and technology to segment and profile customers. It's also not the lack of processes and operational capabilities to target customers with personalized communications and experiences.
The barrier to customer centricity is the lack of customer-centric organizational culture.
To successfully implement a customer-centric strategy and operating model, a company must have a culture that aligns with this priority, and leaders who deliberately cultivate a customer-centric mindset in their employees.
Culture and strategy go hand in hand. Only when customer-centric strategies are supported and advanced by culture will a company realize its customer-centric vision.