Last year, Professor Niraj Dawar released his book "TILT: Shifting your strategy from Products to Customers" and has since then impacted the way companies think about customer centricity. Although many companies have invested in the customer-centric approach, there is still work to be done.
"The book is full of examples of how companies have tilted," Dawar says. "But there is still not a single company anywhere in the world that does everything well. There is plenty still to be done."
