In order to be truly "customer obsessed" brands have got to ensure consumers are at the heart of everything a business stands for.
This focus on the customer is something GSK is driving across the entire organisation, according to global CMO Tamara Rogers. This means sitting down with real people and "connecting with the human truth, the story behind the story and digging deeper", she said, talking at the Festival of Marketing in October.
"If we can be even more focused on understanding the unmet needs we know we can serve people better," she added.
Lego's global CMO Julia Goldin agrees that for a business to be truly customer centric it can't just be confined to marketing.
“If we really want a consumer-obsessed organisation that can’t be delegated just to marketing – it has to be across all functions,” she said.
Watch the video to find out how both brands make customer centricity work, the metrics they use to measure success and how they strive to get it right across every part of their organisation.