CHAPTER 5

THE CUSTOMER-TO-BUSINESS MODEL

How to Build a Feedback Loop

To use data intelligence and operate as a smart business, you need a tight digital feedback loop between your firm and the customer. However, as pioneering firms have realized and I have witnessed up close with many Chinese entrepreneurs, centering your business around direct interaction with your customers sets into motion a striking reorientation of all business activities. I call this change the customer-to-business (C2B) model. The C2B mindset turns the traditional business-to-consumer (B2C) concept of business on its head in profound ways.1

When business decisions are driven by machine learning through feedback loops, the firm’s actions can finally be dictated by the ...

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