Customer-Centricity

Customer-Centricity is the discipline that prevents engineering from spending a year perfecting features customers will never pay for. Connected products now generate continuous telemetry, subscription models have replaced transactional ones in many B2B segments, and NPS and churn are first-class engineering inputs — not just marketing dashboards. The companies that anchor product decisions in observed customer behaviour outperform peers who anchor on internal opinion, by retention and by ASP.

PLM closes the loop with Requirements Traceability, Digital Twin, and the Warranty & Field Feedback process. A customer-centric PLM makes “what changed for the customer” auditable from requirement → design → BOM → as-built → field outcome — so engineering investment decisions can be defended with data, not opinion.

Business benefits

• Revenue: features prioritized from real customer signal land with measurably higher adoption and price acceptance than feature-committee output.
• Customer: closing the loop between field feedback and design measurably lifts NPS, retention, and renewal economics.
• Cost: killing low-value features earlier — based on telemetry, not consensus — frees engineering capacity for the ones that matter.
• Speed: validated voice-of-customer requirements reduce mid-program scope churn that drives launch slips.
• Servitization: real customer-usage data is the prerequisite to designing and pricing outcome-based service contracts profitably.

Relationships (see sidebar)

• Realized by Requirements Management, Warranty & Field Feedback, and Product Portfolio Planning.
• Reinforces Product Quality and Servitization.