Customer engagement vs customer centricity
As an employee responsible for customer advocacy at a software vendor, I often receive requests from colleagues in the development teams requesting me to help them connect to our customers and seek feedback on our existing products or solutions and validate new product ideas. Having been in this scenario so many times, I realise that there is a big difference between customer engagement and customer centricity. In one, you work with the customer, together to achieve common objectives (which is so rare). This activity can only succeed if both the customer and the supplier have deep skin in the game. […]
