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...