Where Customer Centricity dies

Mann steht vor sich spiegelndem Wasserbecken in einem Gebäude

Nowadays, you don't really have to convince anyone that it is important to put the customer at the center of everything you do. And yet: many conversations about customer centricity that start with "we're already doing it" or "it's right at the top of our agenda" don't seem to have a really happy ending.

Why do we find it so difficult to think and work in a truly customer-centric way? Which structures cause customer centricity projects to fail? When and where do clever blueprints lose touch with reality? Or in short: Why does good energy and intention still too often come to nothing?

In four chapters, USEEDS° employees and customers describe their experiences of working in German companies.

1. who was the last person to speak to a customer?
2. where are the customer journeys again?
3. which customers are the most important?
4. more data and digitalization for more customer centricity.

Unvarnished and honest, it is about moments of failure, clever insights, specific tools and some approaches that have nevertheless led to success.