General Mills seeks to build deeper customer relationships

General Mills, the food manufacturer, is using digital data as it aims to build deeper relationships with its customers.

Jennifer Muse is tasked with using digital data to enhance General Mills’ understanding of its customers.

Jennifer Muse, global e-commerce and customer relationship management (CRM) manager, General Mills

While the Minneapolis, Minnesota-based food company owns numerous brands that are familiar to almost every American shopper – including Betty Crocker baking products, Cheerios breakfast cereal, Progresso soup, and Green Giant vegetables – its knowledge of the people who buy these goods has sometimes been piecemeal at best.

“There's not a whole, holistic look at what the consumers are doing,” Muse – who was named as General Mills’ global e-commerce and customer...

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