Year of Graduation
Evaluation of Customer-Centric Approach in FMCG
This paper is devoted to the topic of customer centricity. The aim of the work is to evaluate a customer-oriented approach to the management of FMCG companies, as the preconditions for a stable growth of the company on the market. As a result, the attributes of a client-oriented company were revealed, which are typical for Russian FMCG companies. Also on the example of two Russian companies, the author's model was considered. As a result, proposals were developed for each of the companies to improve the level of customer centricity.