The strategy of launching a product and then trying to position it among the greatest possible number of customers is no longer operative. We need an entirely different process that necessarily starts and ends with the customer. It is a strategy that must involve the entire organization and in which efficient data management will play a key role.

María Eizaguirre, Academic Director of the IE Center for C-Centricity, talks to Peter Fader, Professor of Marketing at the Wharton School of the University of Pennsylvania and one of the great experts in customer centricity, on the benefits such an approach can offer all areas of the organization.