Why Putting Customers Center Stage Has Never Been So Difficult or Important? “There are many ways to center a business. You can be competitor focused, you can be product focused, you can be technology focused, you can be business model focused, and there are more. But in my view, obsessive customer focus is by far the most protective of Day 1 vitality. Why? There are many advantages to a customer centric approach, but here’s the big one: customers are always beautifully , wonderfully dissatisfied , even when they report being happy and business is great. Even when they don’t yet know it, customers want something better, and your desire to delight customers will drive you to invent on their behalf . No customer ever asked Amazon to create the Prime membership program, but it sure turns out they wanted it, and I could give you many such examples.” | 
DBS' journey in digitising a consumer banking EX
