Abstract
AbstractThis article examines how the most successful companies have become increasingly customer‐centric, especially as the evolve to better serve the customer of the future. It is based on my research for a new book, The Customer of The Future: 10 Guiding Principles For Winning Tomorrow's Business, as well as research studies from such organizations as Temkin Group, Gartner, Forrester Research, and McKinsey. The approach used by the profiled companies can be applied to the work of leaders in all sectors of society's organizations.The article divides the customer experience into three categories: psychological, technical, and experiential. Within psychological, examples are drawn from Amazon, Capital One, and Pixar; within technical, from Sephora, Best Buy, and Macy's; and within experiential, from Hasbro, Lyft, and Allstate. The impact of artificial intelligence is noted, with examples from The North Face and Macy's; and the use of predictive analytics by ride‐sharing firm Lyft is explained. Particular importance in the article is given to the strategic and ethical use of customer data. For instance, Allstate's CEO Tom Wilson mentions that customer data is the new currency, and his company is building ways that people can be better aware of their personal data and accounts online.
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
