Even prior to the pandemic, the ambition of becoming truly customer-centric was high up on the agendas of leading businesses across a wide range of sectors—in both the B2B and B2C space. COVID-19 has created a new sense or urgency around those ambitions; many organisations have come to realise that their ability to weather this particular storm will depend, in large part, on whether or not they can successfully close the gap between themselves, their customers, and the end consumer. In this podcast, we are joined by Mike Mickunas, former Global VP for Commercial Insights and Analytics at Kelloggs and current Bain External Advisor, to talk about how service providers can help businesses put the customer at the heart of their decision making.