Customer-centricity Goes Academic

What is primary for every company - their product or their customers? This question can surely be added to one of those "chicken & egg" dilemmas. And yet, how many companies out there are focused on their product more than on their customers?

My own journey with the Customer-centric approach began when I learned the power of data and what kind of potentials it is able to unlock for every organisation. This journey was quite intuitive and "on the job", there wasn't any school or educational organisation who would teach all the nitty-gritty of this mindset and culture.

What does it mean "to place a customer in the centre"? How do we approach data and let it guide our decisions? How do we build long-lasting relationships with our customers? Do we try to "love" all our customers? How do we create value for both - our customers and our organisation?

All of this and more has been tested "hands-on" through lots of learning, trial and experimentation, through which my CRM Mantra has been formulated. And I'm truly delighted that Customer-centric approach will now be taught in the academic settings at the University of St Gallen MBA, which I joined as a Corporate Lecturer. I'm very much looking forward to it!