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The Economic Survey 2016-17 forecasts growth rates between 6 75 and 75 percent in FY 201118 for the Indian Economy. On the one hand, global businesses continue to invest in India, and on the other hand, Indian companies seek to go global. As India shakes off the implementation fatigue of the unified Goods and Services Tax and prepares for a period of growth, organizations seek differentiated competitive advantage. Such competitive advantage comes from delivering outstanding customer experience and in being truly customer-centric. This necessitates a deep understanding and acquisition of what makes the culture in an organization truly customer-centric. Having a customer-centric culture also means engaged high-performing employees.
This study, the first of its kind, seeks to explore the extent, depth, and deployment of a Customer-Centric Culture within an organization. It seeks to ask how systemically driven is the Customer-Centric Culture within organizations, examining where we are with respect to the global context and which are those areas that need improvement.