The Big Picture: Customer Centricity at Its Core
Author: Marguerite McNeal
Marguerite McNeal is a staff writer for AMA magazines and e-newsletters.
In addition to Walter White’s alter ego in Breaking Bad, Heisenberg was a German physicist credited with developing the uncertainty principle—the notion that the act of observing alters what’s being observed. In marketing, companies that monitor customer metrics often can be blinded by a particular digital strategy or social media listening technique.
David Krajicek, CEO of GfK Consumer Experiences North America, says that too often marketing and business tactics become ends in themselves, instead of pointing companies back to their intended focus: the customer. In the below Q & A with AMA Worldview, Krajicek shares his insights on the future of customer centricity.
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