The Illusion of Customer-Centricity: Are Companies Truly Prioritizing Their Customers?

Let’s face it: the term “customer-centric” is often thrown around in the corporate world with little substance behind it. From CEOs to marketing presentations, everyone seems to champion this idea. However, if we look closer at what many organizations are practicing, they might just be giving customers a façade of attention while focusing on their quarterly profits, internal disputes, or launching trendy features that no one actually requested.

Are we really to believe that enduring convoluted IVR systems, experiencing delays in customer support, or being coerced into inappropriate bundles is what being customer-centric means? It resembles more of a profit-oriented mindset cloaked in a disguise of caring for customers.

In my view, genuine customer-centricity isn’t merely a strategy—it’s a cultural cornerstone. It requires a comprehensive commitment to redesign every process, interaction, and product decision with the primary goal of enhancing the customer’s experience, even if it comes with higher immediate costs. It also entails equipping frontline employees with the tools and authority needed to resolve issues effectively rather than sticking to rigid scripts. Unfortunately, many organizations seem to be missing the mark.

I believe it’s time to voice this inconvenient truth. What are your thoughts on the state of customer-centric practices today?