Consumer- Goods Firms Dig Deeper into Data for Superior Customer Experience

Even before the Covid-19 pandemic struck, consumergoods 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