The path to customer centricity

Denish Shah, Roland T. Rust, Ananthanarayanan Parasuraman, Richard Staelin, George S. Day

Research output: Contribution to journalArticle

223 Citations (Scopus)

Abstract

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 research.

Original languageEnglish (US)
Pages (from-to)113-124
Number of pages12
JournalJournal of Service Research
Volume9
Issue number2
DOIs
StatePublished - Nov 2006

Fingerprint

customer
firm
organizational culture
commitment
leadership
paradigm

Keywords

  • Customer centricity
  • Market-driven
  • Market-oriented
  • Organization change
  • Product-centric to customer-centric

ASJC Scopus subject areas

  • Organizational Behavior and Human Resource Management

Cite this

The path to customer centricity. / Shah, Denish; Rust, Roland T.; Parasuraman, Ananthanarayanan; Staelin, Richard; Day, George S.

In: Journal of Service Research, Vol. 9, No. 2, 11.2006, p. 113-124.

Research output: Contribution to journalArticle

Shah, D, Rust, RT, Parasuraman, A, Staelin, R & Day, GS 2006, 'The path to customer centricity', Journal of Service Research, vol. 9, no. 2, pp. 113-124. https://doi.org/10.1177/1094670506294666
Shah, Denish ; Rust, Roland T. ; Parasuraman, Ananthanarayanan ; Staelin, Richard ; Day, George S. / The path to customer centricity. In: Journal of Service Research. 2006 ; Vol. 9, No. 2. pp. 113-124.
@article{e751c9407fcc48c5ac2406d23c097fae,
title = "The path to customer centricity",
abstract = "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 research.",
keywords = "Customer centricity, Market-driven, Market-oriented, Organization change, Product-centric to customer-centric",
author = "Denish Shah and Rust, {Roland T.} and Ananthanarayanan Parasuraman and Richard Staelin and Day, {George S.}",
year = "2006",
month = "11",
doi = "10.1177/1094670506294666",
language = "English (US)",
volume = "9",
pages = "113--124",
journal = "Journal of Service Research",
issn = "1094-6705",
publisher = "SAGE Publications Inc.",
number = "2",

}

TY - JOUR

T1 - The path to customer centricity

AU - Shah, Denish

AU - Rust, Roland T.

AU - Parasuraman, Ananthanarayanan

AU - Staelin, Richard

AU - Day, George S.

PY - 2006/11

Y1 - 2006/11

N2 - 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 research.

AB - 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 research.

KW - Customer centricity

KW - Market-driven

KW - Market-oriented

KW - Organization change

KW - Product-centric to customer-centric

UR - http://www.scopus.com/inward/record.url?scp=33749590586&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=33749590586&partnerID=8YFLogxK

U2 - 10.1177/1094670506294666

DO - 10.1177/1094670506294666

M3 - Article

AN - SCOPUS:33749590586

VL - 9

SP - 113

EP - 124

JO - Journal of Service Research

JF - Journal of Service Research

SN - 1094-6705

IS - 2

ER -