Competitive Advantage of Customer Centricity

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

• CMBT Strategy and Management Consulting, Bangkok, Thailand

  Sathit Parniangtong

Dr. Parniangtong is President of CMBT, Strategy and Management Consulting Co. Ltd. His expertise is in competitive strategy formulation, strategy execution, and supply chain management. He also serves as Adjunct Professor at Thammasart University where he is actively addressing issues in the field of Competitive Strategy & Strategy Implementation. Over the past decade, he served as Strategy & Management Professor at Sasin Graduate Institute of Business Administration of Chulalongkorn University where he held Department Head and Administrative Positions, taught and conducted research in the areas of strategic management. He has over 20 years of consulting and work experience with international consulting firms in the USA, prior to coming back to Thailand in 2001.

He is a certified board member and serves as Chairman of the Compensation and Nomination Committee, Independent Board Member, and Member of the Audit Committee for PM Thoresen Asia Holdings Public Co. Ltd.,and Patum Rice Mill and Granary Public Company Limited (Stock Exchange of Thailand-Listed companies).

He serves as strategy advisor to several SET-Listed companies in the consumer product, financial, retailing, and energy industry, and for the Royal Thai Government.

While living in the USA, where he spent almost 30 years, Dr. Sathit worked for Booz, Allen & Hamilton, and AT Kearney, where he managed consulting assignments in strategic management and operational improvements for General Motors, Inland Steel, USAir, Northwest Airline, Lucent Technology, The Department of Transportation, and The Federal Aviation Administration. He also managed oversea consulting projects in Europe, Asia and Latin America. Prior to his consulting career, he held corporate positions at American Airlines and Baxter. He also served as adjunct professor at George Washington University and University of Texas—Arlington.

Sathit has a PhD in Operations Management and Finance, Master’s and Bachelor’s degree in Industrial Engineering, all from the University of Wisconsin--Milwaukee.

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