Today,customer orientation is gaining popularity in the marketing field. Itis therefore argued that businesses should set up customer centricpolicies that will help increase productivity. Customer centricstrategies elaborate on the theory and the factors that lead tosuccess of this concept (Kaufmann&amp Panni 2013).Customer-centric requires the business to understand and respectclient`s interest. The business should address all the customercomplaints as well as prioritizing their preferences. In order for abusiness to succeed, it must meet certain conditions. First, theproducts and services must meet the customer`s need. The secondcondition is that there must be a customer who wants the need to befulfilled. Organizations should be able to create a positive customerexperience when attending to them. Studies suggest that acustomer-centric method adds value to the organization because theyoffer products and services that is different from those of theirrivals (Kaufmann&amp Panni 2013).The primary aim of this theory is to deal with clients rather thansales and placing them in the middle of the marketing effort.

Isupport the suggestion that a customer –centric theory could movetowards the theory of customer value co-creation. Customer-centricdeals with one customer at a time whereby the seller persuades thecustomer to buy as many products as possible. There are numerousreasons that support the suggestion towards customer valueco-creation. First, it uses customer facts to develop products thatbest meet the customer`s needs (Bhalla, 2011). Customer valueco-creation is a marketing strategy that concentrates on customerexperience as well as building interactive relationships. The move isconsidered as a shift in business thinking. This means that both theorganization and customers are involved in an active role of creatingtheir own value. The move will ensure that customers and companieswork together in creative and production functions. Studies arguethat adopting the customer value co-creation approach is mutuallybeneficial because it promotes creativity and innovative in theproduction process (Gouillart &amp Ramaswamy 2010). The improvedrelationship between customer, organization and customers themselvesprovides an avenue of value creation. Customers give instructions onthe type of product they want and give their knowledge. Further, theyare allowed to participate in the production department where by thecompany issues them with the necessary resources.


Bhalla,G. (2011).&nbspCollaborationand co-creation: New platforms for marketing and innovation. New York: Springer Science Business Media, LLC.

Gouillart,F. J., &amp Ramaswamy, G. (2010). ThePower of Co-Creation: Build It with Them to Boost Growth,Productivity, and Profits.Simon and Schuster

Kaufmann,H. R., &amp Panni, M. F. A. K. (2013).&nbspCustomer-centricmarketing strategies: Tools for building organizational performance.Hershey, PA: Business Science Reference.