There are many top and bottom-line benefits of a customer-centric strategy and selecting the right measures. The published research has compared customer-centricity laggards to their counterparts. The data has found a higher customer-centricity maturity level is proven to deliver:customer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, data, measures

  • 7 times higher, and 17% versus 3% faster, growth
  • Increased profitability, 60% more
  • Higher brand and customer equity and shareholder value

Yet, some misconceptions have slipped into the conversation. Here we’ll debunk six common myths that often act as roadblocks, preventing businesses from fully embracing a customer-centric approach to reap its rewards.

Myth 1: Customer-Centric Growth is Exclusively for …

The most common fill-in-the-blanks we hear is that customer-centricity is a) only for large companies, b) only for companies in certain industries or business models, and c) only for customer-facing teams.


Not just for large companies, embracing, and successfully implementing, customer-centricity at any scale can help businesses grow into larger companies. In fact, mid-size and smaller businesses often have an advantage when it comes to building and nurturing close relationships with customers. They have the flexibility to adapt quickly to changing customer needs and can glean valuable insights from their customers, allowing for a more personalized and effective customer-centric approach.

Not just for some industries, or business models. Some think customer-centricity is only for technology companies like Apple or only for B2C, e.g., Amazon. Yet, all businesses need to up their customer-centricity maturity level to better compete.


More, and fiercer competitors are in every market, and if they’re not, it’s probably not a viable market. The customer-centricity bar of expectations is customer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, datacontinuously on the rise for all businesses.

Not just for customer service and support, customer-centricity must go far beyond these functional groups. Everyone, from the board of directors to the intern, and externally to business ecosystems, plays a part in creating a customer-centric culture. The customer must be at the heart of everything you are, do, and create, including a) vision, mission, strategy, and planning, b) functional groups including marketing, sales, finance, HR…, c) design of products and services, d) solution delivery systems, and e) innovation and process improvements.

Are you really customer-centric per this definition and in the eyes of your customers? Take this simple, yet powerful assessment to find out and gain insights into where to invest to improve your results.

Myth 2: Customer-Centric Insights Derived from Data are Complex and Time-Consuming to Glean

The misconception that deriving customer-centric insights from data is overly complex and time-consuming is unfounded.


While many businesses are drowning in data and are unable to extract the relevant data to convert to insights and then to action. There are solutions. Today, ancustomer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, data, measures array of user-friendly and cost-effective tools is available to businesses of all sizes. These tools streamline data collection, analysis, and interpretation. By harnessing the power of customer data, businesses can gain profound insights into customer behavior, preferences, and expectations. Armed with this knowledge, every business can make better-informed decisions to enhance products, services, and overall strategies.

Myth 3: Customer-Centric Strategies are One-Time Events

Customer-centricity isn’t a one-off endeavor; it’s a continuous process.


Customers’ needs, preferences, and expectations are dynamic and ever-changing. Competitors are transforming their businesses to meet the new and higher expectations. Thus, a commitment to customer-centricity requires ongoing monitoring and improvement of this initiative. Businesses must adapt and evolve their strategies in response to shifting customer landscapes. Embracing this perpetual journey ensures that the organization remains aligned with its customers and delivers sustained value.

Myth 4: Customer-Centric Strategies are Expensive

Costs are only costs when they don’t result in higher profitability.


Customer-centricity is an investment, not an expense. A poor customer experience costs money via lower customer retention rates,customer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, data, measures lower referral rates, lower customer lifetime value, fleeting loyalty, or worse – negative, reviews. Here are some of the top and bottom-line benefits of adopting a customer-centric strategy:

Customer-centricity is an investment, not a cost. It’s important to note that just as with any other strategic initiative, success requires an investment in implementation, knowledge transfer, and change management.

Have questions about how to craft and implement customer-centric strategies to reap the rewards? Ask away. I walk my talk and will provide great answers tailored to your business.

Myth 5: Customer-Centric Performance Measures Focus Solely on Satisfaction and Loyalty

While customer satisfaction and loyalty are integral components of customer-centricity, these measures represent only part of the picture. You must go broader.


True customer-centric performance measures encompass a broader spectrum, including customer engagement, effort, and the overall customer experience.measures, customer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, data Non-financial measures associated with customer-centricity are also needed to determine the full ROI of customer-centricity investments. However, they often go untracked. These include metrics to assess the impact of preference, customer retention, take rate, customer experience, and innovation on your company’s market share.

A comprehensive assessment allows businesses to identify areas for improvement and tailor their strategies to better serve their customers’ evolving requirements and priorities.

Myth 6: Customer-Centricity and Operational Excellence are Separate Initiatives

Some mistakenly view operational excellence and customer-centricity as separate and distinct initiatives. Instead, they are synergistic.


Customer-Centricity and Operational Excellence are intertwined forces that can drive business success when harmonized. Operational excellence focuses on optimizing processes to enhance the customer experience, improve engagement, and reduce customer effort. Meanwhile, customer-centricity places the customer at the core of every facet of a business, including operations. Recognizing the synergy between these two strategies allows organizations to achieve unparalleled success by delivering exceptional value while efficiently managing resources.

Performance and Operational excellence assessment

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6 Myths Busted: The Bottom-Line

Customer-centricity is not an exclusive growth club reserved for large corporations, certain industries, or certain functional organizations. Nor is it an overly complex or one-and-done endeavor. It’s not a cost center, it’s a growth engine. It is a game-changer and dynamic strategy that any business can and must adopt to thrive in a business climate that is rapidly changing, where customer expectations are always rising, and strong competitors are wooing and keeping customers by providing a better experience.

customer-centric, customer-centricity, operational excellence, growth, strategy, performance management, performance measurement, measurement, data

Gleaning insights from customer data, embracing ongoing adaptation, and selecting measures beyond satisfaction and loyalty, and recognizing the synergy between operational excellence and customer-centricity are all key steps toward achieving the associated business benefits, both now and in the future.

By dispelling these myths, we empower businesses of all sizes to chart a course toward sustained growth and success through genuine customer-centric strategies. Are you ready to navigate the ever-changing business seas with a renewed understanding of customer-centricity? Your journey begins by shedding these misconceptions and embracing the customer at the heart of your operations.

Have questions about how to get started and improve your customer-centricity maturity level? Ask away. I’m customer-centric-passionate and will provide great answers tailored to your business.

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customer-centricity, customer experience, customer loyalty, customer retention, customer segmentation, strategic planning, operational excellenceCustomer-centricity is the Only Way to achieve sustainable, profitable growth.


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