Even before the Covid-19 pandemic struck, consumer- goods companies were no strangers to market upheaval and the critical need for business agility. The biggest disruptors included growing threats from e-commerce marketplaces and digital-first brands that have been seeing significant growth in recent years. Paradoxically, some of these e-commerce channels are both a threat and an important growth channel for consumer-goods and consumer-packaged-goods (CPG) firms. But one business imperative has remained constant throughout all this upheaval—achieving superior customer experience (CX) is one of the overriding factors for maintaining market share, driving growth, and boosting profits in the consumer-products industry.
- Excelling at customer experience (CX) today requires a truly customer-centric culture that’s driven by the right mix of data from a wide array of sources.
- Consumer-goods companies may be discovering new opportunities for using data and analytics to
improve CX, but experts warn that the industry must overcome a host of related challenges. - A modern data strategy for improved CX and digital transformation requires increasing access to consumer data, breaking down data silos, modernizing technology resources, and cultivating new ways of working.
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