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For CMO Professionals

Case Study: Del Monte Listens With Customer-Centric Technology

June 19, 2007


  • By Peter Kim
  • with Elana Anderson,
  • Sarah Glass

Why Read This Report

An obvious, but often overlooked, tenet of customer centricity is listening to customers. Del Monte leverages technology to listen to a wider range of customers and uses customer input to influence product development and drive more customer-focused marketing communications. The company uses brand monitoring to uncover general needs and a private virtual community to drill down into specific issues.

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