A customer-back business model (CBM) enables companies to achieve sustainable competitive advantage by placing customer needs at the core of operations. It requires setting bold business aspirations, prioritizing cross-functional initiatives with fast returns, and applying digital technologies like AI to reimagine processes. This approach allows businesses to optimize supply chains, enhance customer experiences, and drive growth. Successful CBM implementation can generate quick ROI, create self-funding transformation journeys, and build organizational resilience—ultimately improving customer loyalty, employee engagement, and long-term profitability.

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