ABSTRACT
This chapter outlines the foundation of Customer Centricity and explain why IT is important as an enabling component. It also shows how customer experience can be improved using the latest technology. Customer Centricity is one of the six key capabilities of the Digital Capability Framework. The Customer Centricity capability plays an increasingly important role in mature markets where differentiation between products and services is relatively low. To avoid falling into the commodity trap companies need to distinguish themselves from other companies or face competing on price, which inevitably results in profitability being reduced. Based on the customer lifecycle, some major Digital Use Cases related to the capability are discussed. The chapter concludes by introducing the World Disney case study as a lighthouse for a highly mature company in the area of Customer Centricity. In an environment in which companies can no longer differentiate themselves from their competitors based on pure product characteristics, the relationship to the customer becomes extremely important.
