By creating a customer-centric business, you can decide where to play, what to do and how to win - and be better placed to deliver the growth that stakeholders expect.

"The purpose of business is to create and keep a customer," observed management guru Peter Drucker in the 1950's. For manufacturers and retailers serving the consumer, that mission remains, it's just that creating and keeping customers has become significantly more difficult in the past 60 years - and particularly in the past five years. Companies have not been complacent, pumping billions of dollars into customer-service programs - but is the investment really paying off?

Are customers really at the center of your business?