As consumers become more informed and discerning, the demand for brand transparency is intensifying, especially in the Consumer Packaged Goods (CPG) industry.

People want to understand where their products come from, how they are made, and whether the practices behind them align with their personal values.


This shift is pushing CPG companies to rethink how they manage and communicate their supply chains, transforming brand transparency into a strategic imperative.

However, this transformation isn’t just a matter of compliance or ethical responsibility—it’s also about enhancing the customer experience.

In a world where trust is increasingly hard to earn, brands that offer clear, detailed insights into their supply chains stand to build deeper loyalty and gain a competitive edge.

Transparency can no longer be viewed as a back-end operational detail; it’s becoming a vital part of how customers engage with and perceive a brand.

Unlocking Customer Loyalty and Trust with Supply Chain and Brand Transparency

Supply Chain Transparency  Building Customer Loyalty And Trust

This episode for CPG CEOs and CMOs outlines a five-step process to boost high-quality website traffic and customer engagement. 

It emphasises a data-driven approach, using analytics to personalise marketing efforts and leveraging content marketing, SEO, and social media. 

The discussion stresses the importance of measuring key performance indicators (KPIs) to optimise strategies and achieve a positive return on investment (ROI). 

Personalisation, driven by data analysis, is highlighted as crucial for attracting and retaining consumers in today's competitive digital market. 

The ultimate goal is sustainable growth through enhanced consumer loyalty and brand strength. 

Several successful companies are used as inspiring and useful examples of implementing these strategies effectively so the listener can make an immediate impact on their business.

Boosting High - Quality Traffic & Customer Engagement

This episode focuses on transforming negative customer experiences into positive relationships. 

During the discussion it is argued that customer complaints are valuable opportunities for improvement and increased loyalty. 

The discussion includes several case studies from companies like Netflix, Toyota, and Zappos that successfully addressed complaints, highlighting strategies such as active listening, prompt action, and exceeding customer expectations. 

These strategies lead to increased customer satisfaction and profitability. 

In conclusion, the suggestion is to promote a proactive approach to customer relationship management, framing complaint resolution as a win-win scenario for both businesses and customers.

Turning Difficult Customers Into Loyal Advocates

This episode argues that companies should reduce reliance on extensive market research and instead prioritise leveraging existing internal data and readily available information sources, such as customer feedback and competitive intelligence. 

The discussion emphasises the strategic prioritisation of research questions and the use of advanced analytics to gain actionable insights from smaller datasets. 

The hosts share many examples that Denyse provides of companies successfully using this approach to reduce costs, improve decision-making, and boost business outcomes, advocating for a more efficient and practical approach to understanding customers. 

The discussion promotes gaining profound customer knowledge with fewer surveys and, ultimately, better resource allocation.

Mastering Market Understanding

This episode recounts Denyse's negative customer experience with the Hilton hotel group, illustrating failures in their customer journey mapping. 

Three key lessons are developed out of this experience: 
1. The need to integrate all customer touchpoints
2. The importance of adequately addressing and resolving mistakes
3. Follow-up is necessary to ensure customer satisfaction. 

In conclusion, Denyse proposes two additional improvements to customer journey mapping: 
1. Incorporating customer emotions at each interaction
2. Personally experiencing the customer journey as a buyer

This discussion focuses on improving customer service and satisfaction by optimising customer journey mapping strategies.

Customer Journey Mapping Failures

What habits have you become so comfortable with that you don’t even notice or question them? These 13 marketing quotes are amongst my all time favourites. 

1. “There may be Customers without Brands, but there are no Brands without Customers.” Anon 
Brands depend on customers and if companies remember this, then they can only succeed. 

2. “Nothing can add more power to your life than concentrating all your energies on a limited set of targets.” Nido Qubein
One of the biggest mistakes marketing can make is to not appropriately define its target audience. 

3. “The more you engage with customers the clearer things become and the easier it is to determine what you should be doing.” John Russell, President, Harley-Davidson 
Every employee should have regular customer connections added to their annual objectives. Customer connections inspire new thinking, can identify previously unknown issues and excite everyone to think customer first.

4. “If you use standard research methods you will have the same insights as everyone else.” David Nichols 
The methods you use to observe, understand and eventually delight your customers should be moving as fast, if not even faster than the market.

5. “The structure will automatically provide the pattern for the action which follows.” Donald Curtis 
Perhaps it is time for your organisation to review its structure and see if it is still optimal for the business of today, as well as of tomorrow.

6. “Customer Service shouldn’t be a department, it should be the entire company.” Tony Hsieh, CEO Zappos 
Zappos have an integration program for all new hires that incorporates time at their call centre answering customer queries. What a great way to show a new person what the company is really about.

7. “The real voyage of discovery consists not in seeking new lands but in seeing with new eyes.” Marcel Proust
Instead of forcing your marketing and R&D to meet certain percentage targets of new launches, why not review your current offers with the customers’ eyes?

8. “A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos 
As consumers become interested in knowing and adhering to the policies of the companies behind the brands they buy, it is vital to manage your image from both perspectives. 

9. “The journey of a thousand miles must begin with a single step.” Chinese Proverb 
Today’s customers often have more complex paths to purchase in many categories than they did in the past, so thinking of the simple awareness to loyalty funnel becomes less relevant. 

10. “However beautiful the strategy, you should occasionally look at the results.” Winston Churchill 
Review last year’s business results in comparison to the metrics you have been following. Were you correctly assessing the environment, the market and customer behaviour? 

11. “The fear of being wrong is the prime inhibitor of the creative process.” Jean Bryant
Do you embrace entrepreneurship in your organisation? What happens when someone fails whilst trying something new? The more accepting you are of relevant trial and error, the more likely it will be that your employees will share their more creative ideas. 

12. “Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information.” T S Eliot
Do you ever take decisions based on information alone? If so then perhaps you should reconsider your insight development process. It is only when you have integrated everything you know and understand about them, that you can begin to develop insight.

13. “If you can’t sum up the story in a sentence, you don’t know what you’re talking about.” Garr Reynolds
Taking the decision to share understanding in a new way through storytelling, will have a profound impact on the way your employees think and remember the essential understandings of your customers. Before every presentation ask yourself what is the one sentence that sums up everything you want to share.

C3Centricity

13 Inspiring marketing quotes

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Motivational Upbeat Corporate - Royalty Free Background Music for YouTube Videos Vlog | Instrumental

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★ Life Changing Music (AlekSunDoor) ➨ https://bit.ly/aleksundoor
Background Instrumental Music for Videos | Upbeat Motivational Positive Corporate
PREMIUM MUSIC PACKS (Business Background)➨ https://www.bluetreeaudio.com/music-packs-1
FULL ACCESS ➨ https://www.bluetreeaudio.com/full-access

Positive and upbeat, successful corporate composition which motivates the listener featuring playful guitar harmonics, a catchy piano melody, optimistic staccato strings, warm pads and a simple beat. Well-suited for commercials and business presentations, website, advertisement and many more.

➨ Can I use this music in my videos? 
● Yes, of course! You can use this track in your video at no cost, but for non-commercial purposes only. Your channel and videos won't be affected in any way. If you want to use this music commercially, in this case you need to purchase a license.

Corporate Motivational - Royalty Free Background Music for YouTube Videos Vlog | Upbeat Positive Joy

Understanding the category in which you are competing is as important as knowing your target customers. Your actual, real category may surprise you. This podcast shares the five most important steps so you can do it for yourself.
If you'd rather read the post then click the link: https://c3centricity.com/not-competing-in-category-you-think/

You're not competing in the category you think your are

The world is filled with smart things, but are they really smart or is it just smart marketing? Smart things use big data but it is the smart people who analyse it that makes it smart.
This podcast shares ideas about what smart marketing is and what AI and ML can do to support it.
If you prefer to read the post then click the link: https://c3centricity.com/are-smart-things-really-smart/

Are Smart Things Really Smart or is it Just Smart Marketing?

Are smart things really smart or is it just smart marketing?

MARKETING DEEP DIVES by DENYSE is a Podcast for CPG Executives wanting to attract, delight and retain more consumers.
In each episode Denyse shares her tips, tools and ideas gathered from her more than 30 years experience working in over 125 countries around the globe.
Denyse is: 📈 Advisor to Fortune 100-Inc 5000 | 🚀 Strategist for mid-sized CPGs | 👨‍💼👩‍💼Leadership Coach | 🎤 Keynote Speaker | 📚 #1 Best-Selling Author | 🌍 Former Global Head of Consumer Excellence at Nestlé

Customer Journey Mapping Failures

Marketing Deep Dives by Denyse

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