"True" customer-centricity entails a fundamental transformation of how companies are typically structured and managed. Instead of focusing primarily on portfolios of products, customer-centricity requires organizing business units in terms of customer segments and then managing these units in terms of customer revenue growth and profitability. Customer-centricity also refocuses innovation on the creation of customer segments and value propositions and moves the impetus for innovation from headquarters to the field interface with customers.
Selden, Larry. "Customer-Centricity: A Primer." Journal of Financial Transformation, November 2007.
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