3 Traps on the Way to Becoming a Customer-Centric Company

If you were to ask a CEO how customer-centric their strategy is, they’ll likely tell you that it is a work in progress. Rarely will CEOs tell you that their strategy works seamlessly or that it is in serious trouble. For our upcoming book, Triple Fit Strategy: How to Build Lasting Customer Relationships and Boost Growth (Harvard Business Review Press 2024), we analyzed data from more than 1,000 customer-centricity transformation projects over the past 25 years.