To achieve a deeper level of consumer understanding, companies must spend time conversing with, and observing their customers, according to Troy Barnes, Chief Customer Officer (CCO) at Pizza Hut.
The recently appointed CCO joined the business at the start of 2018 and was drawn to the role due to the ability to impact on all of the elements related to how a customer interacts with the organisation.
His remit spans from all of the underlying tech aspects of the business right through to the operational and servicing elements of dining, delivery and takeaway.
Yet Barnes is keen to highlight that his focus must remain firmly on the consumer and not get caught up in technology.
Establishing a customer-first strategy begins with the right mindset and culture, he says. However, the bigger challenge is having an inspirational vision for where a company could be and getting everyone on the same page.
His presentation at Global Forum will touch on his experience in this role as well as his time at ING and AIA, the largest independent publicly listed pan-Asian life insurance group.
He says: “I want people to walk away questioning whether they are being true in every sense of the word around a deep and empathetic understanding of what customers expect, need, and want from their organisation.”