Customer Centricity: A Sense Making Framework for Developing Economies

Organizations seem to understand the "importance of the customer" in running a sustainable business, so efforts such as the implementation of Customer Service, Customer Experience and Customer Relationship Management (strategies) have been popular in recent years. However, these efforts seem inadequate in yielding sustainable results - perpetually making the customer management phenomenon chaotic, complex and presenting challenges for many organizations. Could the persistent challenges be based on the fact that different customer management constructs have been managed in isolation, independently and not from a systems thinking perspective? Could the reason for the failure rate be attributed to the fact that the phenomenon has not been managed and treated as something that exists within a specific context or a specific socio-economic environment? This books takes the reader on a journey of what it means to be truly customer centric from a systems thinking perspective by considering other aspects such as different socio-economic environments and culture. A chaotic and complex phenomenon such as the management of customers cannot be managed by adopting simplistic strategies.