Customer Centricity: Focus on the Right Customers for Strategic Advantage

A powerful call to action, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value.

Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong—like the coffeehouse giant Starbucks—have only recently started to figure this out.

Starbucks is one of many companies that has successfully executed a pivot that puts the company in a customer-centric mind...