It may seem counterintuitive, but the key to becoming truly customer-centric doesn’t lie in understanding who your customers are. It lies in understanding who you are. The founder of the Echo Chamber Club, Alice Thwaite, talks about companies needing a documented, ethical framework and how this framework ultimately determines the types of audiences and employees a business attracts. Knowing who you are and what you stand for makes it easier to communicate your values, your ethics, your offering and, most importantly, the unique value your business brings to its customers. Only once there is an inherent understanding of this across the organisation can true customer-centricity become possible. Amazon and Zappos (the US’s version of Zando) are prime examples of customer-centric brands. They have both spent years creating products, processes and cultures around customers and their needs – to the point where Zappos, for example, is said to fire employees if they don’t fit into its custo...

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