Searcys at the Gherkin (London, United Kingdom). The journey to customer centricity: how to get a data focus in the boardroom and make your business truly customer-centric. Despite the buzz around omnichannel marketing, few brands get it right; mainly because delivering excellent customer experience across multiple channels is a challenge, especially if you’re not set up to be a customer-centric organization.

Omnichannel is about understanding audiences and acting on insight. For that reason, it’s essential that businesses take a customer-centric approach, from the top down, to deliberately deliver engaging experiences.

What does that actually, practically mean?

Using data to enable always-on communications with customers and prospects. Understanding customers to deliver meaningful experiences. Better managing the buying experience for a seamless brand experience. It means being able to roll out relevant value for the customers at pace and measuring its effectiveness.