ABSTRACT
To remain competitive, businesses must be customer-centric – they must view the customer as the starting point and continually strive to understand and satisfy their customers’ needs and expectations. This chapter explores customer centricity in detail, defining the concept and highlighting the differences between a product-centric firm and a customer-centric firm. Further, it outlines some of the barriers to firms becoming customer-centric and provides a clear roadmap for improving customer centricity. This chapter also emphasizes the importance of understanding the needs and desires of service customers from different perspectives – those of the customer, management, and employees. In addition, this chapter discusses some of the most effective methods of customer research, including contemporary approaches that make use of technology and mobile-based systems. Particular focus is given to traditional approaches such as customer interviews and surveys, through to Net Promoter Score and the use of mystery shoppers to assess the degree to which a firm is meeting its own standards. This chapter addresses the importance of service firms viewing employees as customers and listening to them as well, especially those on the ‘frontlines’ as they often have very accurate insights into the wants, needs, and perceptions of customers. Brand communities are explored as another vital way for service firms to engage and connect with customers to ensure that customers can seamlessly interact with the firm and fellow customers.
