The branded customer experience

Tim Knight

The customer-led organisation has been marketing's big challenge for the past 20 years. However, despite multibillion-pound investments in customer insight, systems and consultancy, most have failed.

The branded customer experience

Tim KnightNunwood

Studies show that companies can grow their enterprise value by 2.75% for every 1% increase in customer performance. But customer focus is not the only goal, smart brands like Amazon start internally.

The ‘customer-led’ organisation has been marketing's big challenge for the past 20 years, backed by multibillion-pound investments in customer insight, systems and consultancy. Unfortunately, most failed.

For some, an earnest and well-meaning commitment to ‘customer listening’ has created little more than a cacophony of unstructured noise, poorly married to brand and cultural dimensions. Paradoxically, the reason many customer-centric programmes fail to...

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