In today’s Big Data world, many retailers and brands are claiming that they are moving to a customer centric model. In fact, the language of ‘customer centricity’ has become so casual that the term is now listed in the top 50 of 'buzzword bingo'. A simple Google search yields more than 49 million references to all things claiming to be customer centric. However, too often the purported focus on customers is still centered on what the marketer wants to achieve rather than what customers want.
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