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Customer centricity involves adopting a mindset focused on customers throughout the entire organization. Statistical data shows customer-centric companies are 60% more profitable. While executives see big data as both an obstacle and opportunity, only 39% of CMOs feel they properly use big data. A lack of clear customer ownership also hinders true customer focus. Customer service is key, as 86% would pay more for superior service. Banks have increased customer-centric jobs by 52% and brands are more likely to allow customers to select their own preferences for communications. However, fully realizing customer centricity remains challenging, as integrating customer data across channels and recognizing customers in real time remains difficult for most organizations.