If you do not understand your customers, you need to do your homework and attend your language lessons. Customer-centricity means putting customers at the center of activities. But what is the relation between the center and the rest? And in which language do the two communicate and interact?

The answer is, in a customer-centric company, the customer is an active partner who takes over part of the responsibility for processes and data quality. This is where business models will find an optimal cost structure. Therefore, these business models will prove to be the best ones economically. The language of communication must be the language of the customer, although the supplier provides the grammar. The ‘grammar’ in this case means the boundaries of the rules within which customers can be active. This grammar must be clear, but elastic. Otherwise, the customer may neglect in one case what seems to be important in other cases.

In a digital customer-centric company, technology is used to ‘follow’ the customer and to pave the way for the next step. The ‘language’, the logic of choice, is what is the topic of machine learning. In fact, the rules of customer behavior have been shown to be even simpler than before.