Why you (probably) aren’t customer-centric

Real people are nuanced, and most retailers don’t take this into account. Image: Pexels
If you have ‘customer-centric’ on your buzzword bingo card at any retail conference, you’re a sure winner. It’s the catch phrase. We’re all customer-centric, right?  Right??? I would argue that most of us are a long way from being customer-centric.  We have painted this grotesque caricature of our customers based on non-representative anecdotes and flimsy data without context, while abandoning basic empathy. We talk about the behaviour our customers have while ignoring that w

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