One of the biggest challenges facing business is the transformation to a customer centric strategy. But if the role of marketing is to create customers then why is it such a challenge to become customer centric – assuming you were not customer centric in the first place? Some blame the lack of robust customer data, other a single business view of the customer. Or is ot more basic than this and simply a lack of internal alignment and agreement on who your customers are what customer centric actually means.
So this is why we ask:
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