I was so disappointed by this book. It is written by a reputed academic and so I expected at least some degree of academic rigor from it. The author starts by criticizing companies like Nordstrom, Costco, and Apple for being product centric because they don't distinguish between customers and provide all their customers with excellent products and services. His main argument is that companies should find their "best" customers and basically ignore everyone else. He praises mediocre companies like Tesco and Vodafone Italia as examples of customer centric companies.
I also found the book to be written with a very passive aggressive tone, where the author is constantly saying that the conventional wisdom and the tried and trusted ways are all wrong, and he has the magic bullet to make everything better. The problem is that he provides no convincing evidence at all to support his claims. His constant message is "trust me, I am an expert.."
Specifically, there is no scientific evidence from either his research or anyone else's in this book to support his claims.
This book was written in 2011 and it hasn't aged well. Apple, a product-centric company is now one trillion dollars in market cap. I thought to myself, thank God, someone at Apple didn't listen to this author!