In the Age of the Customer, customer-obsessed businesses have a competitive advantage. As more businesses adopt a customer-centric focus and this becomes the norm, this advantage will come to an end. Companies that are unable to provide positive customer experiences will be threatened by the growing number of businesses using customer experience to drive loyalty and adoption of their products.
https://www.demandware.com/blog/retail-intelligence/understanding-really-means-customer-obsessed/
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