July, 2001

Adopting a customer-centered marketing strategy sounds simple. Focusing on the customer's needs, values and expectations, and subsequently providing value for the customer, is a goal to which many companies aspire, but far too few deliver. The key to successful implementation of a customer-centered strategy comes with the realization that technology alone cannot solve any problem without the people and processes in place to make it actionable. The reality is most companies don't have an integrated infrastructure-technology, people and process-in place to support such an initiative.