To create a customer, a business must understand what drives the behaviors of all customers and what these customers are looking for in the future.
Professor Pete Fader from the Wharton School, in his book titled “Customer Centricity”, defined the concept as –
“Customer Centricity is a strategy that aligns a company’s development/delivery of its products/services around the current and future needs of a select set of customers in order to maximize their long-term financial value to the firm.”
“Customer Centricity requires that the company is willing and able to change its organizational design, performance metrics, and employee/distributor incentive structures to focus on this long-run value creation/delivery process.”
OSG has always believed that for any company to develop and launch innovations successfully or to create differentiation in markets that are very crowded, there has to be a complete understanding of the drivers or motivations behind their customers’ choices. We began our journey in 2007 with this single-minded approach and set out to make OSG a “catalyst” that helps our clients be the best at decoding their customers’ decisions.
Big data became a trend and has evolved from the internet to digital transformation on mobile. OSG adds to historical structured and unstructured data, an important forward-looking “catalyst” that takes into account the future needs of our clients’ customers. This “catalyst” is the single most important ingredient for the big data that helps our clients maximize their long-term financial value and become the best at driving growth through innovation and sustainable differentiation in crowded markets.
Our single-minded intervention to focus on understanding customers’ needs, and what drives their future behavior, makes our behavioral and cognitive analytics platforms the leading analytic approach to drive superior outcomes for our clients.