ABOUT JOURNEY TO CENTRICITY

Business leaders know that customer centricity means
providing positive customer experiences

But what if that’s not enough in the 21st century?

In the current age. where Millennials and Generation Z are shaping the very fabric of society and business, to remain relevant, organisations must provide more than occasional good experiences.

A narrow focus on short-termism, excessive tech automatisation and outdated product mentalities are a liability to customer centricity. We need businesses that are willing to radically change,
embrace a long-term, customer-focussed perspective, and are able to create value for all stakeholders.

In Journey to Centricity, Ilenia Vidili instils a customer-oriented vision from the C-suite beyond, to transform your day-to-day operations and culture through three pillars:

HUMANITY

Make your brand more human by embracing a higher purpose,
an empathic human touch and sustainable corporate responsibility.

TECHNOLOGY

Apply the necessary tools as enablers to ease of use, hyper-personalisation
and innovation to improve your customers’ lives.

CULTURE

Invest effort in changing old-style mindsets that improve your culture and fortify your brand,
to create a place where employees feel motivated, valued and appreciated.

Drawing on B2C practical advice from Ilenia’s firsthand interviews with leaders of world-class organisations such as N26, illycaffè, Enel X, Polestar, Forrester and Bain & Co, this book lays out a customer-centric framework for thriving in the new era of stakeholder capitalism.

Receive a powerful call to action to combat old paradigms, improve customer focus, create value for all stakeholders and contribute to a sustainable business world. There has never been a more critical time for change.

Transform your mission into a journey to centricity!

THERE HAS NEVER BEEN A MORE CRITICAL TIME
TO BE CUSTOMER-CENTRIC

Journey to Centricity is a timely roadmap for leaders to transform
outdated business practices into truly customer-centric
companies of the future.

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HIGHLIGHTS OF JOURNEY TO CENTRICITY:

1.

Interviews with 17 high-profile individuals including customer centricity authorities, senior executives of world-class organisations and renowned university professors.

2.

How consumer behaviour and expectations, especially those of Millennials and Generation Z, are shaping the very fabric of society and business.

3.

How to be a more human brand with a long-term customer-centric perspective, to have a positive impact in the society we are part of and to be relevant in tomorrow’s world.

4.

How to be a human-centered leader able to build bridges between boardrooms and employees, and employees and customers.

5.

Why running a company through the lenses of product centricity and excessive tech automatisation destroys customer relationships. What can we do about it?

6.

Why shareholder value maximisation is detrimental for customer centricity, and how to shift to stakeholder value maximisation.

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About the author

Ilenia Vidili is a passionate customer-centricity advisor, author and keynote speaker. Through working in corporate marketing for NEC, Bayer, ARM and a broad range of start-ups, Ilenia realised that the gaps between companies and their stakeholders were far too wide. Driven by bringing humanity to business, her mission is to see a brighter future — where companies embrace a higher purpose, create value for all stakeholders, connect their minds and hearts, and contribute positively to society. Ilenia gives enthusiastic global keynotes in multiple languages on embracing customer centricity as the key to unlocking the future. She has inspired leaders and C-level executives of the likes of Coca-Cola, L’Oréal, Savills and Harrods.

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PRAISE FOR
JOURNEY TO CENTRICITY

"The only way to become a customer-centric company of the future is to change old practices and mindsets. In Journey to Centricity, Ilenia shares valuable insights and best practices for any company wanting to put their customers at the centre while also making a positive economic, social, and environmental impact."

—MASSIMILIANO POGLIANI, CEO at illycaffè

"Ilenia Vidili points out important and urgent tasks for all business leaders to act in the interests of their stakeholders. Her fresh approach to customer centricity is a clear movement towards the necessary focus on sustainable business and customers’ increasing demand for it. Every business leader should read this book!"

—MARCO GAZZINO, Head of Innovability® at Enel X

“In Journey to Centricity, Ilenia Vidili not only outlines why it is so important to become more customer-centric, she also provides practical ways to create a more customer-centric organisation. Her lucid explanations and examples bring the new age of customer capitalism to life.”

—ROB MARKEY, Senior Partner at Bain & Co and co-creator of the Net Promoter System®

"Journey to Centricity gives a fresh and powerful message for timeless topics of this business era. By combining best practice from the world's top organisations with extensive research, this book will help you better understand how to be the disrupters of the future."

—TIM HELDMANN, Former CMO at Polestar

"All leaders are ultimately responsible for achieving results. This book shares practical examples and best practices, helping leaders across the world to become better. Journey to Centricity is full of insights into how to inspire and engage employees, retain customers and increase revenue.”

—VICTORIA ROOS OLSSON, Senior Leadership Consultant at FranklinCovey

"Like Ilenia's own passion and purpose, her new book, Journey to Centricity, establishes a milestone in customer engagement. I hear the buzzwords of human- or customer-centricity every day in abundance. What's been missing is the crystallization of thinking and practices that truly raise the bar. In a fashion that makes it feel like you're sitting in a room with Ilenia and other experts, Ilenia provides a clear and digestible way of thinking and "doing" customer centricity. As marketers try to use technology as a means to return to 1:1 marketing, the insights which lead to true personalization and value creation are laid out for marketers of every level of experience to adjust to our new reality. Well done!"

—Alan Zorfas, Co-Founder at Motista

"The world is ever changing, and customers continuously demand that businesses change with it. This book can help you understand how the world of business is changing, why it's changing, and what you need to do about it. A must-read!"

—ANDREA ISOLA, General Manager at N26 Italy & Southeast Europe

"In Journey to Centricity, Ilenia Vidili offers a visionary perspective on this new phase in stakeholder capitalism. Her book explains why the old and stale capitalism has not been working and why we need a better understanding of the technology-driven social economics that is now taking root - one that creates value for all stakeholders."

—DANIEL ARAYA, Senior Fellow at the Centre for International Governance Innovation (CIGI)

"In her book, customer-centricity fellow Ilenia Vidili delivers a new lens for leaders to view their customers with empathy - the foundation for sustainable customer-centric approach."

—ALEX ALLWOOD, Customer Experience expert and author of Customer Empathy

"Journey to Centricity isn't just a book, it's a blueprint to become the customer-centric company of the future. It's impossible to read this book and not creating value for all stakeholders. A must-read!"

—STEVE SPIRO, CEO at Halotherapy Solutions

“As a customer experience leader, I’ve learned the hard way how difficult it can be to drive customer experience initiatives within an organisation without the right mindset. In her book, Ilenia Vidili proposes a significant transformation of the way business gets done. A transformation that is not only about the strategy but more about changing mindsets, behaviours, structures, culture and old practices that don’t favour a customer-centric environment.”

—SUSANNA BAQUÉ, Senior Director Global Customer Experience at SCIEX

“In Journey to Centricity, Ilenia Vidili clearly and concisely uses real-life examples to illustrate how organisations of all sizes can successfully move from their theoretical understanding of what it means to be customer-centric to actually being customer-centric. Readers will understand the importance of having and living an organisational purpose, leading with empathy, adopting positive and considerate mindsets, elevating the experiences people have, and, ultimately, becoming a force for good in a world that desperately needs more care.”

—LARA KHOURI, Founder of There Is No Spoon CX, EX & Change Leadership Training and Consulting

“Thorough and thought-provoking, Journey to Centricity packs all key concepts to either be introduced or re-inspired by customer centricity. If all this is new to you, it will feel like drinking from a fountain on a hot day. If you already know your way around, you're still in for a discovery of new value models, stakeholder capitalism, innovation and sustainability. Bottom line is that by the time you reach The Bottom Line chapter, Ilenia will have guided you on an eye-opening journey to customer centricity, and you'll be happy you went along.”

—ANA LUISA ROMERO, Organizational Design Manager at Univercells

“As new generations of consumers, employees and businesses enter the scene, making their mark on the world and shaping how people want to be treated, Ilenia Vidili’s Journey to Centricity is more relevant than ever. This book is a must-read in a landscape that never stays the same and where businesses are undergoing massive disruptions.”

—LISA DANCER, customer experience expert