TITLE:
Customer Centricity, Hyper-Personalization, and New Digital Business Models
AUTHORS:
Snezana Zivcevska-Stalpers
KEYWORDS:
Customer-Centricity, Hyper-Personalization, Artificial Intelligence (AI), Data Analytics, Digital Transformation, Customer Experience (CX)
JOURNAL NAME:
Open Journal of Business and Management,
Vol.13 No.6,
November
25,
2025
ABSTRACT: In the post-pandemic digital economy, customer-centricity has evolved from a marketing ideal into a strategic necessity. As organizations confront shifting consumer expectations, intensified competition, and rapid technological advancement, the ability to align culture, processes, and technology around customer value has become the defining factor of sustainable growth. This paper examines the convergence of customer-centric strategy, hyper-personalization, and new digital business models between 2023 and 2025. Drawing on academic research and industry evidence, it argues that artificial intelligence (AI), data analytics, and automation are not merely tools for efficiency but foundational enablers of intelligent, predictive, and emotionally resonant engagement. Through theoretical lenses such as the Resource-Based View, Dynamic Capabilities Theory, and Service-Dominant Logic, the study shows how data-driven insights and adaptive capabilities create lasting competitive advantage. It further explores emerging digital business models including subscriptions, platforms, and product-as-a-service that leverage personalization to enhance customer lifetime value (CLV). Ethical governance, data privacy, and responsible AI design are identified as critical prerequisites for trust and long-term differentiation. The paper concludes by proposing a six-dimensional strategic framework: Customer Insight, Culture, Capabilities, Channels, Continuous Learning, and Conscience, that operationalizes customer-centric transformation. Ultimately, the research demonstrates that organizations capable of integrating technological intelligence with human empathy will define the next decade of business leadership, where profitability is inseparable from purpose, trust, and personalized value creation.