How to Build a Customer-Centric Business

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Customer expectations are higher than ever. In B2B, that means customers now expect the same speed, personalisation, and care they get as consumers. This Action Plan reveals how forward-thinking organisations are breaking silos, connecting teams, and using data to deliver experiences that keep customers coming back.

Customer Centric Business

Why customer experience can’t be ignored.

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    Experience drives loyalty

    Research shows that customer-centric companies are 60% more profitable than those that aren’t (Deloitte). When experience becomes effortless, loyalty follows - and retention outperforms acquisition every time.

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    Expectations are changing

    63% of B2B buyers now expect consumer-grade service (GitNux). Meeting that standard means aligning people, data, and processes to remove friction across the journey.

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    Inaction costs more

    Three in four B2B buyers will switch suppliers for a smoother digital experience (Retail Technology Review). Standing still is no longer safe - it’s a risk to both revenue and reputation.

Where customer experience is already delivering value.

Customer Experience transformation is already reshaping sales, marketing, and service - creating faster growth and stronger loyalty. The Action Plan explores real-world examples of how organisations are making every interaction count.

Customer experience is already delivering value
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    Smarter selling

    Learn how sales teams are using CRM insights to anticipate needs, shorten deal cycles, and deliver value-driven proposals that build trust.

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    Marketing with meaning

    Discover how precision segmentation and behaviour-based automation are replacing mass campaigns - ensuring every message lands at the right time, for the right reason.

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    Proactive service

    Find out how support teams are predicting issues before they arise, using AI and analytics to turn potential problems into standout moments of care.

Make customer experience measurable and lasting.

From NPS to retention rates, learn which metrics best reflect customer perception - and how to tie them directly to business results.

  • Define what success looks like

    Define what success looks like

    From NPS to retention rates, learn which metrics best reflect customer perception - and how to tie them directly to business results.

  • Align goals across departments

    Align goals across departments

    Unite sales, marketing, and service around shared CX KPIs. When every team measures success through the customer’s eyes, silos disappear.

  • Habit of improvement

    Build a habit of improvement

    Continuous feedback loops keep your organisation evolving. Discover how regular reviews, real-time dashboards, and customer insights can turn good intentions into lasting change.