Customer-centricity has arisen as a must-have attribute for all companies, regardless of whether they have a B2B, B2C, or other selling setup. Why? Consumers and business buyers want to believe that brands have their best interests at heart. As Salesforce pointed out in a 2022 State of the Connected Customer Report, two-thirds of users want brands to “get” them. And 92% agreed that a customer-centric experience would drive them to make another purchase from the same seller.
One method to achieve high levels of customer-centricity is by paying more attention to the role of product management within a company’s operations. By its very nature, product management centralizes
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