Customer centricity represents a sales concept that places the customer instead of the product at the center of all sales activities.
Customer centricity often entails a long-term implementation and implication phase, as the sales strategy as well as sales processes, sales culture and sales structure need to be oriented towards the customer. However, the current success stories of customer-centric companies such as Amazon or Nike show that this approach is worthwhile.
Customer centricity aligns each sales value chain with the customer, his wishes and needs. Customer Journey Management can be an important means in this context, as it aims to integrate each customer touchpoint into the existing customer interaction and to improve the overall customer experience.