How to be a customer champion: turning insight into action

This paper argues that the speed with which consumer insights and information can now be fed back to managements are now much faster than they used to be, even on a daily basis, but that this has not been matched by the ability of managements to take advantage of this feedback and respond.

How to be a customer champion: turning insight into action

Martin HaywardConsumer Strategy and Futures, dunnhumby

When I started my career in marketing with Ogilvy & Mather in the early 1980s, life was slower. Email hadn't yet been developed, so the...