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A customer-centric approach involves creating a positive customer experience fully centered on the customer's wants, needs and lifestyle pre-sale, at the point of sale and post-sale.

The goal of a customer-centric strategy is to ensure customer loyalty and operate more efficiently, growing overall revenue. Many businesses try to accomplish these goals through tailored marketing, one-to-one customer service and insight-led collaboration. These processes require analytics and actionable intelligence.

Often, organizations incorporate a data quality strategy as part of a customer-centric approach. Stakeholders need to ensure the accuracy of information before they rely on analytics for the personalized processes mentioned above.

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Why it is important to build a single customer view

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