C. Customer Insights

As a customer manager we represent the customer in our business. That is to say, we are the voice of the customer translating route to market, channel, category, shopper and brand insights and strategy into meaningful growth tactics for our customer and our customer’s shoppers. We make sure that we spend time in our customer’s stores or on our customer’s websites – that there is nothing we don’t know about our customer.
 
The question to answer is:

So, who do you need to be?

We call this somebody who ‘KNOWS MY CUSTOMER: