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Economist Intelligence Unit: The Voice of the Customer

Whose job is it, anyway?


Customer-centricity is not a new concept, but for many organizations, the challenge lies in finding innovative ways to capture the “voice of the customer” and infuse customer insights across all business functions, from the point of sale to the call centre, in order to create business value. The chief marketing officer (CMO) is well positioned to serve as the champion of customer insights and engagement at organizations looking to become more customer-driven. Marketing has access to a wealth of data and is often at the centre of the customer experience.

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