Typical strategies built around product/service and cost are no longer enough on their own for organizations looking to differentiate themselves. Increasing commoditization pressures and challenging competitive environments are challenging many B2B organizations across myriad industries to enhance their customer focus as a way to create lasting differentiation, drive loyalty, and generate sustainable revenue growth. However, becoming customer focused is a major cultural transformation that requires far-reaching shifts in thinking across the entire organization.

While customer focus alone is unlikely to be a winning strategy for an organization, it is a key element that defines winning organizations in a competitive environment. In this white paper, we discuss the meaning of customer focus, address why becoming more customer focused is a cultural transformation, and highlight three areas that enable firms to drive this transformation within their own organizations.