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Journal of Service Research
DOI: 10.1177/1094670506294666
Journal of Service Research 2006; 9; 113
Denish Shah, Roland T. Rust, A. Parasuraman, Richard Staelin and George S. Day
The Path to Customer Centricity
http://jsr.sagepub.com/cgi/content/abstract/9/2/113
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The concept of customer centricity and its benefits have
been discussed for more than 50 years. Despite this fact,
many firms are still struggling to fully align themselves to
the customer-centric paradigm. This article identifies fundamental
issues and challenges that typically deter a firm
from becoming customer-centric. These are mainly
related to the organizational culture, structure, processes,
and financial metrics of the firm. To overcome these barriers,
the article suggests a path to customer centricity
that is driven by a strong leadership commitment, organizational
realignment, systems and process support, and
revised financial metrics. The article concludes with
directions for further ...