How brands can be truly customer-centric

All brands claim to be customer-focused, but being customer-centric is something different and becomes a credible boast only if there is hard evidence to back it up.
This is not just about understanding the customer through analytics, but about involving them, directly or indirectly, in the running of your business.
Real customer-centricity should have an impact on how an organisation is structured and run.
It means accepting that doing something good for the customer might not always be the mos