| 29.09.2021

New book by Emeritus Professor Christian Grönroos

Emeritus Professor Christian Grönroos has published a new book on one of the current trends in trade, "Tjänstefiering. I kundens ögon är alla företag tjänsteleverantörer" (”Servicefying. In the customer’s eyes all firms are service providers”, Volante, Stockholm 2021).

book cover

Customer focus has been a slogan in business management and marketing. However, according to Grönroos's new book, companies are increasingly operating in what can be called the "customer's era", and it is, thus, time to move on from "customer focus" to "the focus of the customer".

All customers, regardless of what it concerns, want to be helped by companies and other organizations such as those in the public sector instead of just buying goods and services. Customers want to be served with goods and services.

The book deals with how company management should rethink in order to take the customer's focus so that the organization can be transformed into a service organization – in other words an organization that helps.