MASTER CLASS AMP: Why Doesn’t Customer Centricity Pay Off

At the heart of every business lies a simple objective: to create value. Yet creating value for customers doesn’t guarantee economic returns. This is the paradox of customer centricity: firms invest heavily in understanding and serving customers, but superior performance often fails to materialize. The problem is not the emphasis on customers; it is the absence of a clear mechanism linking what customers value to financial results. In this talk, I introduce a framework that makes this link explicit and outline four challenges every organization must overcome to translate customer centricity into profitable growth.

This session will be delivered by Marco Bertini, Professor of Marketing in the Advanced Management Program and an international expert in customer value and monetization, whose research and advisory work focus on helping organizations build profitable, long‑lasting customer relationships.

 Join the session and discover how to turn customer centricity into a real source of sustainable growth!