Phase 5 article on Customer Centricity featured in the Greenbook Blog.


A 360-Degree Insights Engine to Drive the Customer-Centric Organization

Going on autopilot when it comes to delivering a premium customer experience can leave you behind in comparison to competitors. Learning to utilize the 5 main steps of the customer journey allows organizations to view customers more holistically.

Editor’s Intro: I’ve felt for a long time that Insights departments miss an opportunity by not better connecting the different programs they run. For example, siloing the NPD process from the customer experience program makes it more difficult to drive new product opportunities from what customers are experiencing from existing products or services. Here, Doug Church (partner at Phase 5) describes how to take a 360-degree view of customers, and how such a view can benefit organizations.

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Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing and Development. Stephan is passionate about partnering with clients to address their business challenges and opportunities around customer centricity. Leveraging more than 25 years’ experience in Customer Loyalty and Experience, he leads the CXPA Toronto Network and serves as Vice Chair of the CMA CX Council.