The path to customer centricity


Journal Article (Review)

The concept of customer centricity and its benefits have been discussed for more than 50 years. Despite this fact, many firms are still struggling to fully align themselves to the customer-centric paradigm. This article identifies fundamental issues and challenges that typically deter a firm from becoming customer-centric. These are mainly related to the organizational culture, structure, processes, and financial metrics of the firm. To overcome these barriers, the article suggests a path to customer centricity that is driven by a strong leadership commitment, organizational realignment, systems and process support, and revised financial metrics. The article concludes with directions for further research. © 2006 Sage Publications.

Full Text

Duke Authors

Cited Authors

  • Shah, D; Rust, RT; Parasuraman, A; Staelin, R; Day, GS

Published Date

  • November 1, 2006

Published In

Volume / Issue

  • 9 / 2

Start / End Page

  • 113 - 124

Electronic International Standard Serial Number (EISSN)

  • 1552-7379

International Standard Serial Number (ISSN)

  • 1094-6705

Digital Object Identifier (DOI)

  • 10.1177/1094670506294666

Citation Source

  • Scopus