This paper discusses the emergence of customer centricity as a result of growing customer sophistication and empowerment across geographies and market segments. It also discusses the need for businesses large and small to embrace customer centricity and to take steps to internalize it as the driving force behind business processes and policies.
The authors propose a two-pronged approach to doing this.
First, by recommending revising business processes to ensure outcomes are customer-oriented and that every activity within a process is aimed at maximizing customer satisfaction. The recommended approach is to evolve towards communication-enabled business processes (CEBPs) and to leverage unified communications technologies to achieve that goal.
Secondly, by focusing on expertise-based interactions as a way to broaden customer collaboration and participation into the very business processes designed to serve their needs and, by extension, maximizing customer satisfaction and facilitating cross-selling and up-selling.
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