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[Music] hello my name is Oliver King one of the co-authors of customer-driven transformation now its a question isnt it why should an organization be customer focused and I think actually its a very simple answer its to stay in business is to avoid being disrupted thats the real key for being customer focused and when you are customer focus a number of things happen first of all you can figure out how to provide products provide services that are much more meaningful valuable and desirable to customers but also you can understand how to make things more produce things more efficiently more effectively and reduce costs theres a lot of emphasis now on moving towards self service so you can understand what it is that customers actually want you can understand how they can help you to help them more more effectively being more customer centered helps you to understand where the pain points are in the experience and how those can be addressed that ensures that you retain your custome