Since the customer is king, it follows that customer-driven firms take their most valuable resources — people, process and technology — and deploy them in a customer-centric fashion. I’ve found that people are often misplaced, misaligned and frustrated, with poor attitudes that leak out into customer interactions. Too often it feels as though enterprises are enslaved to processes and technology that don’t serve the customer and therefore create frictional commerce.
People, process and technology need to be deployed around the customer to facilitate commerce. To do otherwise makes life overly difficult for everyone involved, especially the customer. A bonus to the customer-centric infrastructure principle is that enterprise resources are optimized to drive productivity and profits.