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Anup Oommen
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Customer centricity: Embracing the outside-in perspective

Anup Oommen
posted on

Deloitte Middle East's Nour Khoury explains why organisations must be intentional about gathering customer insights, with funds and resources set aside to do this as a core element of strategic planning, in order to drive sustainable revenue growth and success

Nour Khoury, Brand Communications and Marketing Leader, Deloitte Middle East on customer centricityNour Khoury, Brand Communications and Marketing Leader, Deloitte Middle East

Marketing and brand management have undergone significant changes in the past decade, mainly driven by rapid advancements in technology and their impact on customers’ daily lives.

Widespread internet access, the evolution of e-commerce, the availability of information, and more recently, the rise of AI, have shifted the balance of power from brands to customers. This shift allows customers to set the narrative and influence brand perception and behavior.

Looking back 50 years ago, communication was mainly one-way, with brands controlling the storyline, and customers being highly influenced by advertising through traditional channels.

Today, with the democratisation of the internet,


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Tags:brand managementConnectionsCustomer Experiencecustomer-centricitycustomersDeloitteDeloitte Middle Eastdemocratisation of the internetE-commerceemotional connectionLegomarketingNour KhouryPatagoniarelationshipsVolkswagen
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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