The optimist in me says, “Probably not.” The realist in me suspects we are, for several reasons.
-Customers were initially grateful that many companies appeared to be searching for comity. However, buyers now appear to be moving through this phase, which I call “play nice.” Now they’re seeing through the many insincere seller efforts to look and sound more customer-centric and becoming more cynical and mistrustful of sellers than ever. Hence, an increasing percentage is no longer “playing nice.”
-Influenced not only by transacting business over the web but by not seeing the “what’s in it for them” from forming relationships with sellers, many buyers are trying to minimize contact with sellers, preferring efficiency over spending time interacting with sellers.
-The more latitude sellers give buyers to “have it their way,” the more idiosyncratic customer behavior becomes – to the point where finding common approaches to satisfying varied customer preferences is becoming very difficult. “Process-on-demand” (term coined by my colleague Bob Starinsky) is beginning to replace customer best practices.
I’ve gone into much more detail in a new white paper, titled, “After Customer-Centricity Comes…?” http://tinyurl.com/9huk63k
Please know in advance that I’ve “trampled over” a number of customer-centricity’s sacred cows, and even more of marketing’s. But please don’t shoot the messenger .