More companies shift focus to customer journey, with Abhishek Dalmia and Varun Khurana

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Gemma Milne talks with Abhishek Dalmia and Varun Khurana, of the Boston Consulting Group, about new perspectives on building a customer-centric business, reimagining the customer journey, factors currently driving the cost of customer acquisition, and the importance of data for creating and understanding customer engagement.

About Abhishek Dalmia:

Abhishek is a Managing Director and Partner in the BCG Seattle. He has deep consumer expertise with focus on Fashion/Apparel and deep functional expertise in Digital, Marketing and Data. He has 20+ years experience as a marketing executive in leading digital and direct to customer focused businesses, with specific focus on customer centered marketing, data analytics and marketing technology.

About Varun Khurana:

Varun is a Partner in BCG Seattle. He specializes in next-gen sales, go-to-market, customer experience, and customer support related topics in addition to being passionate about all things relating to technology and innovation. Prior to BCG, Varun worked was a software engineer at Oracle Corp. and he holds four technology patents from this time there.

Learn more about BCG:

https://www.bcg.com/industries/technology-media-telecommunications/overview

Topics of discussion

  • Why being customer centric so critical for B2C businesses (02:29)
  • Factors driving the cost of customer acquisition (05:47)
  • Tying the concept of customer journeys to business outcomes like revenue growth and profitability (07:55)
  • How to develop a customer-journey-led business model (19:43)
  • Tools and technologies to help shift toward being customer-centric (24:39)
  • The hard and soft skills of getting customer centricity right (29:06)

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