Insights

Overcoming the Challenges of Putting Customers First

> Download

The benefits of customer centricity are readily apparent: When you understand how your customer engages with your company or offerings, you can improve their experience, better target your marketing messages and increase sales. However, the best approach to becoming customer-centric isn’t as easily defined. It requires developing capabilities across a number of areas: data capture, analytics, reporting, strategic promotion planning and campaign deployment, among others. And most of all, it requires a well-thought-out change management strategy.

In this thorough Q&A, we speak with Merck Director Deborah Cava and ZS Principal Pete Mehr about the success that Merck has had in transforming its business into a more customer-centric model.