The Evolution of Customer Centricity

This chapter explores the critical role of customer centricity in modern business, highlighting the significance of understanding both internal and external customers. It discusses the importance of aligning marketing strategies with financial goals and shares insights from successful implementations of customer lifetime value at companies like Electronic Arts and NatWest Bank. Through case studies, the chapter also examines how the retail sector has evolved in its approach to customer needs, with a focus on organizations like Tesco, Sainsbury, and Asda.