Achieving customer centricity is on all marketers’ wish-lists. Maxine-Laurie Marshall reveals the key to getting it right

‘The customer is always right’ is something we’ve all thought when dealing with a particularly rude sales clerk on a busy Saturday afternoon when they just aren’t giving our dilemma enough attention because the queue of customers is snaking around the store. So why, when we are no longer the customer, do we forget what it feels like to be a neglected customer? Customers should be central to your business; without them you won’t have a business for long. Customer centricity can be broken down into four key pillars: data, sales enablement, a selfless approach and customer retention. If you get these right your business should be well on its way to becoming customer-centric.