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Creating customer value is a key driver for both business survival and business growth. If we consider that the perception of value is often made up a lot of variables like product quality, price, customer experience and competing alternatives, to name a few, it makes sense to understand what matters to customers. Customer centricity is table stakes, and for customers this is no longer optional. This makes putting the customer at the centre of your world not only important, but essential.

Commoditisation of technology solutions in the ICT industry seems to be a symptom of a sector that has not solved the customer-centricity challenge yet. The difficulty in differentiating technologies stems from an innate focus on process and product first and the world of the buyer second...

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