Print page

Handbook on Customer Centricity

Strategies for Building a Customer-Centric Organization Edited by Robert W. Palmatier, Foster School of Business, University of Washington, Christine Moorman, Fuqua School of Business, Duke University and Ju-Yeon Lee, Ivy College of Business, Iowa State University, US
Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm’s internal architecture, strategy, capabilities, and offerings with external customers.
Extent: 368 pp
Hardback Price: $210.00 Web: $189.00
Publication Date: 2019
ISBN: 978 1 78811 359 5
Availability: In Stock
$0.00

Buy the E-Book @ paperback price

Join our mailing list

Drawing on the expertise of leading marketing scholars, this book provides managers and researchers with insights into the fundamentals of customer centricity and how firms can develop it. Customer centricity is not just about segmentation or short-term marketing tactics. Rather, it represents an organization-wide philosophy that focuses on the systematic and continuous alignment of the firm’s internal architecture, strategy, capabilities, and offerings with external customers.

This philosophy means that to be truly customer-centric, firms need to make multilevel transformations in internal architecture and organizational design, including leadership, metrics, incentives, structure, processes, and systems. These reorganizations are often accompanied by reshaped relational strategies, such as customer loyalty programs and marketing channel strategies that make customer centricity a reality. These changes also need to be backed by reconfigurations of brand and technological capabilities, as manifested in healthy customer-centric brands and in technology systems and skills that enable customer centricity at scale. The contributors to this book provide current thinking and cutting-edge research to further scholars’ understanding of this key concept in marketing.

Academics teaching or researching customer centricity, consultants implementing customer centricity and managers directly implementing customer centricity in their organizations will come to rely on the Handbook on Customer Centricity. Marketing associations, industry associations and local and university libraries will find the insights within offer critical reflection on the key features of customer centricity and the detailed roadmap to achieve it.
‘Creating strategy from the outside in to put the customer first is a top priority of firms today. Helping firms do that is a pivotal goal of academics. This book lays a foundation for these goals by clearly defining the organizational structures, relationships, branding and technology needed. I highly recommend it–no other book comes close to its wisdom and direction.’
– Valarie Zeithaml, University of North Carolina at Chapel Hill, US

‘Being customer centric involves having the customer’s best interests at heart. It represents one of the most significant reorientations happening in marketing today. This outstanding collection of essays about a powerful concept truly has the reader’s best interests at heart. It is thought provoking while chock full of practical guidance. An absolute must read for anyone in the discipline.’
– Gerald Zaltman, Olson Zaltman Associates, US

‘In this Handbook, Palmatier, Moorman, and Lee offer us nothing short of the latest and best thinking on one of the most critical and difficult challenges organizations face today–how to increase your odds of success by winning with customers. For managers and scholars alike, this Handbook offers rich insights that will shape our thinking for years. A gem!’
– Gregory Carpenter, Northwestern University, US

‘A must-read for any marketer, be it a curious researcher, entry level manager or senior leader. Chapters in this book offer the right amount of theory and practical implications on how to infuse customer centricity into an organization by making systematic changes to organizational design, strategy, offerings, and capabilities.’
Shrihari Sridhar, Texas A&M University, US

‘This would be the first book to purchase if you want to get out of functional silos and build a truly customer-centric organization. This book illustrates that customer centricity is not confined with CRM or segmentation tactics, but rather it requires a major paradigm shift in every aspect of marketing strategy and business operations.’
– Steve Samaha, Wells Fargo Bank, US

‘The world’s renowned scholars in marketing strategy offer very thorough coverage of customer centricity. Each chapter complements the others and shares applicable and deep knowledge regarding how firms should transform the entire organization, from cultures and human capital to structures, to better serve customers.’
– Mark B. Houston, Texas Christian University, US

‘This book is a comprehensive reference for scholars conducing customer-centricity research. Leading academics illustrate a theoretical framework and empirical insights on how to embrace customer centricity. Executives will find a treasure trove of actionable insights for their companies.’
– Vikas Mittal, Rice University, US

Contributors: S.J. Bell, K.W. Chan, B.H. Clark, A.G. Dastidar, G.S. Day, D.I. Gilliland, X. Gu, S. Im, B.J. Jaworski, P.K. Kannan, K.L. Keller, F. Khodakarami, S.K. Kim, A.K. Kohli, J.-Y. Lee, F.F. Leung, K. Lim, C. Moorman, N.A. Morgan, O. Ozkok, R. Palmatier, J.A. Petersen, A. Rindfleisch, N. Shabshab, D. Shah, J. Singh, P. Thaichon, C.H. Tse, R. Venkatesan, D.W. Vorhies, S. Weaven, C.K.Yim
Contents:

1. Introduction to the Handbook on Customer Centricity
Robert W. Palmatier, Christine Moorman, and Ju-Yeon Lee

PART I Organizational Design Perspectives on Customer Centricity
2. Customer Centricity: A Multi-Year Journey
Ajay K. Kohli, Bernie J. Jaworski, and Nabil Shabshab

3. Market-Oriented Culture and Customer Feedback Processes
Neil A. Morgan, Bruce H. Clark, and Douglas W. Vorhies

4. Service Innovation from the Frontlines in Customer-Centric Organizations
Ozlem Ozkok, Jagdip Singh, Kwanghui Lim and Simon J. Bell

5. Designing Customer-Centric Organization Structures: Toward the Fluid Marketing Organization
Ju-Yeon Lee and George S. Day

6. Customer-Centric Sales Organizations
Park Thaichon and Scott Weaven

PART II Relational Perspectives on Customer Centricity
7. Customer-centric Marketing: What, How, and Why Do Customer Habits Matter?
Denish Shah and Ayan Ghosh Dastidar

8. Designing and Effectively Managing Customer-Centric Loyalty Programs
J. Andrew Petersen, Rajkumar Venkatesan and Farnoosh Khodakarami

9. Building Customer-Centric Marketing Channel Relationships: A Model of Reseller Motivation and Control
David I. Gilliland and Stephen K. Kim

10. Customer Centricity and Customer Co-creation in Services: The Double-Edged Effects
Chi Kin (Bennett) Yim, Kimmy Wa Chan, Caleb H. Tse, and Fine F. Leung

PART III Branding and Technology Perspectives on Customer Centricity
11. Infusing Brands and Branding into Customer Centricity
Kevin Lane Keller

12. Customer Centricity and the Impact of Technology
P.K. Kannan and Xian Gu

13. Enhancing Customer Centricity via 3D Printing
Aric Rindfleisch and Subin Im

Index