Today customers can obtain and exchange more information about the good and bad of their encounters with companies than ever before. That gives companies a great incentive to work harder to make customers happy – before, during and after their purchases.

This Harvard Business Review Insight Center report explores what it really means to be customer-centric by showcasing numerous organizations that are walking the walk and prospering by putting the customer first. Packed full of innovative ideas and thoughtful approaches, this insightful paper features 19 articles about how organizations have worked to put the customer first – including what it takes, the challenges involved, and the rewarding results.

A sample of the articles featured includes:

• What Zipcar Can Teach the S&P 500
• How Fidelity Used Design Thinking to Perfect Its Website
• How to Play Marco Polo When Setting Prices
• Coca-Cola Marketing Shifts from Impressions to Expressions 
• Why Nokia’s Collapse Should Scare Apple  
• How American Express Transformed Its Call Centers  
• The Rise of the Chief Customer Officer

About the HBR Insight Center
The HBR Insight Center is an interactive resource that highlights the emerging thinking around today's most important issues. In this report, Harvard Business Review focuses on how managers are turning their companies into customer-focused organizations.


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