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1. Вчера: от клиентоориентированности к клиентоцентричности
The first chapter of the monograph examines the evolution of management thought from product and sales orientation towards customer orientation and, ultimately, to the modern paradigm of customer centricity. The authors trace the historical development of the concept, starting with the ideas of P. Drucker in the mid-20th century and culminating in its establishment as a fundamental management principle in the 2000s. The chapter provides a detailed comparative analysis of customer orientation and customer centricity, identifying the core components of the latter: proactive engagement, co-creation of value with customers, intra-corporate integration, and partner network management.
Special attention is given to differentiating related concepts such as human-centricity and user-centricity, as well as to the specifics of implementing customer-centric approaches across various segments (B2B, B2C), industries (IT, finance, transport, energy), and geographic regions, taking into account local cultural and regulatory peculiarities. The chapter analyzes the application of customer centricity in public administration, including the Russian experience with the development of MFCs (Multifunctional Centers), the "Gosuslugi" portal, and the federal project "State for People." The final section presents methods for assessing customer centricity — both through internal metrics (NPS, CSI, CLTV, CRR) and external indices, emphasizing the need for a comprehensive and transparent measurement approach. The work highlights the pivotal role of digital technologies and artificial intelligence in transforming customer interaction practices.
In book
