Customer-centric is a term used as widely as "political correctness," "all-natural" and "synergy." However, it is difficult to obtain concrete examples of customer-centricity. One example that I see implemented is proactive alerts. In most cases, doing something proactively instead of reactively is a good thing. Identifying a disturbing trend early could prevent customer attrition. Identifying exciting trends early could ensure that a great marketing campaign, a great customer or a great product reaches its potential.

Sales forces constantly struggle with trying to predict the behavior of their customers. Just keeping tabs on what customers are evaluating, contemplating and buying is a Herculean effort. As customer bases expand, shrinking sales forces need technology to help them monitor customer activity.

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