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Insight/ Lifecycle Marketing

Four Customer-Centricity Best-Practices and Three Customer-Value Metrics for Customer-Relationship Success

Changes in the way customers receive and process information via social-networking sites, mobile phones, and the Internet, combined with shrinking margins, deteriorating customer loyalty, and increased demand for marketing accountability, suggest the need for a new approach to customer-centricity. Still, a recent study by SpencerStuart with over 200 chief marketing officers found that only 33% believed their success to be tied to having a customer orientation; moreover, 92% of the CMOs said they must "own" the brand to be successful, compared with 41% who indicated they must "own" the customer relationship.

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