“Customer-centric” is frequently claimed by CMO’s to describe their marketing visions. But, like many feel-good marketing buzzwords, “customer-centricity” has lost much of its meaning. Many marketers give it lip service, but there’s not a lot of alignment on how to define it, or where to start. Marketers aren’t as customer-centric as they think. For all the hype, delivering on the promise of putting the customer at the core of the business is a struggle. It’s not just a technology challenge. It’s fundamentally an organizational and cultural effort. Trying to make an organization “customer-centric” through technology alone is relying on pixie dust.

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