Many organisations mistake customer centricity for customer support or customer success.

Yet, having the customer at the core of what you do is not about being there when they need help and collecting high scores on a satisfaction survey. It is actually more about aiming at getting rid of those things, because when the customer is embedded in the business, you know already if they need help and when, whether they are happy or not, what they want to see in the product next and how their businesses are developing.

You actually know, in many cases, before they do.

So, instead of putting patches on the relationship with those who determine your (organisation’s) success, start investing time and resources in crafting the relationship. Listen. The rest will follow.

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