Customer-focused organizations gain competitive advantage over the long term by remaining agile and giving customers what they need. In return, customers remain loyal, actively use products and services, and provide referrals.
A customer-centric approach provides value for customers by responding to their wants and needs through tailored experiences and products. Product use empowers customers and gives them control over their financial lives.
The approach offers value for organizations through value propositions that are based on customer needs, cost to serve, and customer lifetime value. In an ecosystem of employees, suppliers, consumers, competitors, and community members, all stakeholders gain sustained value, not just shareholders.