True customer-centricity demands commitment. It takes time and effort. It requires particular skills and processes. It involves switching from internal goals to external drivers, using both data analytics and human intuition. It means immersing your people in the customer’s world. The effort is worthwhile because people love the brands and businesses that practice it.


Connect customer opportunities with business potential

Translate business goals into specific customer opportunities. Use outside-in thinking to identify the critical customer challenges that drive business performance.


Reveal customer insights from data

Understand what’s behind customer attitudes, beliefs and behaviors. Combine data and observations to reveal customers’ underlying motivations.


Create initiatives that resonate with customers

Develop innovative customer solutions and programs. Apply creative techniques and human-centered design practices to generate ideas based on customer insights.