HOW TO: Put customers first

Customer centricity can unlock a multitude of benefits. Aaron Bean, advisory services, UK&I sales and marketing group lead at EY, provides five tips for putting the customer first

In today’s intense competitive environment, where customers are increasingly informed buyers with a plethora of options at their fingertips, every organisation understands the importance of meeting the needs of their customers. After all, if you don’t someone else will. Most organisations nowadays have bold customer ambitions but, in our experience, often fall short in delivering on these good intentions. In reality, most organisations talk a good game and may well be customer focused but fail to deliver on being truly customer centric. Evidence suggests this is costing them between 12-18 per cent of incremental profit per year.