Changing the paradigm on customer centricity | KPMG | JM
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Changing the paradigm on customer centricity

Changing the paradigm on customer centricity

Retailers worldwide are facing threats to their very survival, from eroding margins and declining market share to the demands of digitally adept consumers whose best customer experiences have become what they expect from every customer experience.


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Many retailers have responded with a largely outdatedomnichannel approach, focusing on integrating the physicaland digital channels they use to interact with customers, whenthe problem is actually inside the business. Today’s customerswill remain loyal only if a brand offers them transparency andsuperior quality products while actively engaging with themto build a relationship they value. Meeting those needs hasnothing to do with offering yet another physical, digital or mobilechannel—and everything to do with running the business in away that is customer-first and customer-centric.

To succeed in winning the loyalty of 21st-century customers,retailers need a holistic, enterprise-wide, “outside-in” approachconnecting the capabilities of the front, middle, and back officesso that customer centricity can become the focus of the entirebusiness. Moving away from the limitations of omnichannel,executives have begun to adopt a KPMG Connected CustomerEnterprise or “omni” approach.

The information contained herein is of a general nature and is not intended to address the circumstances of any particular individual or entity. Although we endeavour to provide accurate and timely information, there can be no guarantee that such information is accurate as of the date it is received or that it will continue to be accurate in the future. No one should act on such information without appropriate professional advice after a thorough examination of the particular situation.

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