Successful organisations have the customer at the heart of business strategy - Nigel Bagley looks at IBM's latest Global C-suite Survey

We read with interest IBM’s latest Global C-suite Study. Interviews with over 4,000 top executives covering more than 20 industries in 70 countries gives a unique insight into the thoughts and ambitions of CEOs, CMOs, CIOs and CFOs.

The study reveals that successful organisations now more than ever put customer influence and collaboration at the heart of business strategy. More than half of CxOs say that customers now have a considerable influence on their business.

Outperforming enterprises are 54% more likely than underperforming enterprises to collaborate extensively with their customers. Deep knowledge of their customers is a universal ambition with nine out of ten CxOs planning to collaborate much more extensively with customers in the future.

Being just customer-centric is no longer enough. To be successful an organisation must be customer activated. That requires creating fully reciprocal relationships with customers.

We agree. And a deep understanding your customers must be the first step on this journey.

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