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You can't fudge customer-centricity. If you declare through your brand and advertising that you are customer-centric, the customer has an expectation of what that means, and it's not something you can manage through the marketing organization anymore. It's a brave decision, but one is seeing companies split into those who get it and want to make it happen and are quite serious, and those who are playing lip service and actually just trying to eek out of effectiveness of their marketing.
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