Insights2020: Building the customer-centric business

Amanda Phillips

This article, based on an extensive study by Millward Brown, argues that greater customer focus leads directly to better commercial results.

Insights2020: Building the customer-centric business

Amanda PhillipsMillward Brown

For the strongest performing companies, customer-centricity is an obsession that pervades an entire organisation.

In theory, Big Data should mean that brands have access to all the information they could possibly need to find out more about their customers, understand their needs and then deliver on them. In other words, they have the potential at their fingertips to become much more customer-centric. However, getting hold of relevant data in the first place, making sense of it, and translating insights into actions across multiple touchpoints remains a challenge for many businesses.

Marketers...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands