To fundamentally realign the \ relationship between marketing \and the rest of the business
The catalyst for a business to become customer centric is customer data. Customer data that paints a profile of the customer, their behaviour and their preferences.
And this customer data is of no use if marketing does not share it with the rest of the business.
In effect, the customer data is the hard currency that allows marketing to raise itself out of the silo and provide the glue to bind together business strategy, product development, sales and customer service. In fact any function where understanding of the customer can improve efficiency, effectiveness and profitability.
So being customer centric is much more than marketing becoming data-driven. The next stage is about marketing becoming transformative agents, rebuilding the relationship between business and customers, making businesses authentically consumer-centric.