Customer Centricity has been explained as a business strategy where business functions revolve around understanding and satisfying customer needs. MacDonald (2016) terms it as a strategy which means putting the customer first and at the centre of a business that consists of understanding the customer needs, building a relationship with him and retaining him. From the 4 Ps of Management, the focus has changed to ‘get, keep, grow’ – meaning getting customers, retaining them and serving them facilities which help in winning over other customers too. A Customer Strategy focuses on the acquisition of customers, retaining them and increasing revenues ...
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