Redefining Customer-Centric Growth

Is that really how we define customer-centric growth?

That was my reaction after asking ChatGPT to compare customer-centric growth with product-led growth. Originally, I planned to write about the convergence of these two strategies, but it quickly became clear that the definition of customer-centric growth itself may need refining. While ChatGPT isn’t the ultimate authority, it reflects much of the prevailing online perspective.

According to ChatGPT, customer-centric growth revolves around statements like:

• “Customer feedback and deep customer insights are the true drivers of growth.”

• “Companies must understand customer pain points, aspirations, and behaviors to deliver a more holistic experience.”

• “High-touch, personalized engagement is essential, particularly for complex or enterprise products.”

Improving customer experience is undoubtedly critical for growth. But a great experience alone isn’t the end goal. Simply put, delivering a good experience doesn’t necessarily translate to business success.

The real objective of customer-centric growth should be to drive specific business outcomes:

• Acquire more customers

• Improve customer retention and loyalty

• Increase customer spend

• Enhance customer profitability

Each of these metrics must be carefully managed to ensure that gains in one area aren’t offset by declines in another.

Customer insights are crucial, as are understanding pain points and mapping the customer journey. Without these insights, efforts to improve acquisition, retention, or profitability are like working with one hand tied behind your back.

Ultimately, customer-centric growth isn’t just about better experiences. It’s about creating experiences that drive customers to buy more, stay longer, and advocate for the brand—while also increasing profitability. This is the real convergence point: delivering strategic value for both the customer and the business.