Ben Davis: Customer-centricity should be more than just hot air

Marketers speak about customer-centricity all the time. The fact that it is hard to define is a double-edged sword – execs may feel they can claim to be customer-centric without being held to account, but on the other hand it is difficult to change the culture or structure of a business to actually put the customer first.
On Twitter, commentators regularly laugh about how out of touch the martech hype machine can be, but blockchain and virtual reality are soft targets and the businesses t