Increasing commodisation and competitive global marketplace mean that price, feature and quality are no longer enough to differentiate. More and more companies recognize the need to put customers at the center of their operational business processes and move away from their traditional product-centric approach in order to achieve a customer service differentiation strategy. The ability to inject customer knowledge and insight into operational transactions in real time is the base of an effective customer service and sales strategy.

A new computing paradigm “Cloud Computing†is the deployment model for the business design transformation enabling enterprises make the necessary cultural, process and technology shift from a downstream, supply-driven, push business model to an upstream, customer-centric, demand-driven, pull model to achieve true customer centricity.