ASSESSING MARKETING TOOLS FOR FOSTERING HUMAN-CENTEREDNESS AND CUSTOMER CENTRICITY IN ORGANIZATIONS TO ACHIEVE STRATEGIC OBJECTIVES

S. V. Karpova ()

Strategic decisions and risk management, 2026

Abstract: Amid the digital transformation of markets, customer experience management is increasingly recognized as a key source of competitive advantage. However, integrated methodologies for assessing marketing tools for customer experience management (CXM), through which service quality standards are linked to organizational strategic outcomes, have not been sufficiently developed. This study is aimed at developing a methodology for the comprehensive assessment of CXM marketing tools to foster human-centeredness and customer centricity as sources of competitive advantage in achieving strategic objectives. Systems analysis and comparative analysis were applied to 27 scholarly sources and standards (ISO 10001–10004, GOST R ISO 10002-2020, GOST R ISO 10004-2020). Expert judgment and analysis of published secondary data from ACSI, NAFI, and Frank RG were also employed. A three-level competency model of human-centeredness and customer centricity was proposed, together with a matrix linking service quality standards to the development strategies of organizations across six industries. A composite Customer Centricity and Human-Centeredness Index (CCHI) was developed, comprising five components with respective weights of 0.20, 0.20, 0.25, 0.20, and 0.15. A 5-point increase in the American Customer Satisfaction Index (ACSI) was found to be associated with an average 15% increase in a company’s market value. A CCHI value of 0.716 out of 1.00, corresponding to a mature level, was obtained in an illustrative calculation. The methodology can be applied to customer experience audits, benchmarking, the setting of key performance indicators, and the management of customer-related risks. For the first time, a composite index has been proposed in which compliance with service standards, perceived quality, loyalty, business performance, and internal human-centeredness are combined into a single measurable indicator within the strategic management framework.

Date: 2026
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