An appreciation of the value of insight continues to be embraced by the commercial world in many industry sectors. However, the desire to embed greater customer understanding and bring competitive advantage by enhancing customer value is far more complex – it affects how an entire business is set-up and organised, and a culture centered around the customer is cultivated. In this article Craig Scott pauses to consider how you re-wire a business to be truly customer-centric in order to bring the outside in.
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