Customer centricity needs everyone in the organisation to think customer first in everything they do. It requires seeing every decision they take from their customers’ perspective. It necessitates exceeding and not just meeting their expectations.
I shared my 5 top tips for things I think market researchers should do in 2016, as my closing keynote at IIeX Amsterdam. These tips were both a response to the ideas presented at the IIeX Conference and also a general view of the challenges and opportunities in 2016.
Most market research, for most brands, most of the time, should focus on customers. I believe that this customer focus is one of the key reasons why insight communities are currently so popular.
A tipping point will come when all the influential Marketing voices currently arguing against short-termism and the related concept of Shareholder Value gain critical mass. More influential companies will follow the lead of the likes of Amazon: totally customer focused.
