Competitive Advantage of Customer Centricity

  • Sathit Parniangtong

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xv
  2. Sathit Parniangtong
    Pages 1-18
  3. Sathit Parniangtong
    Pages 19-68
  4. Sathit Parniangtong
    Pages 69-87
  5. Sathit Parniangtong
    Pages 89-111
  6. Sathit Parniangtong
    Pages 113-159
  7. Sathit Parniangtong
    Pages 161-182
  8. Sathit Parniangtong
    Pages 183-204
  9. Sathit Parniangtong
    Pages 239-275
  10. Sathit Parniangtong
    Pages 277-298
  11. Back Matter
    Pages 299-330

About this book


This book presents strategies that put the customer at the center of an enterprise. It elaborates on the reasons for viewing customers as assets that a firm needs to acquire, develop and cultivate in order to generate profitable relationships, and champions customer profitability as the metric for measuring business performance. Further, it advocates the need to provide solutions to customers’ requirements with bundles of products and services. It broadens the definition of customer value beyond tangible benefits and price to include both tangible and intangible benefits and total ownership costs, while embracing a variety of unique customer needs.

The book highlights the value of business planning, marketing and sales mechanisms and changing employee behavior to create lifelong, high-value profitable customer relationships that satisfy the customer’s needs. Competitive Advantage of Customer Centricity maps a new journey that entire organizations must undertake in order to achieve these lucrative goals.


Customer centricity customer needs customer profitability customer relationships customer value

Authors and affiliations

  • Sathit Parniangtong
    • 1
  1. 1.CMBT Strategy and Management ConsultingBangkokThailand

Bibliographic information

Industry Sectors
Finance, Business & Banking