Advantage Advocates for Customer Centricity at the Global Consumer Goods Forum in Singapore

In June, members of the Advantage Global Client Development team attended the 2018 Consumer Goods Forum Global Summit in Singapore. The Summit is an exclusive event for top-level management in the consumer-packaged goods industry. This year, over 1,000 C-level executives from upwards of 70 countries were in attendance including senior leaders from Advantage Group International.

2018 Consumer Goods Forum in Singapore Conference Venue

This year’s Summit theme was ‘consumer centricity in a data-driven world’.  Advantage asserts this message also holds true for customer centricity in B2B Supplier-Retailer relationships. This assertion was one of the key messages being shared by Advantage team members during several top-to-top meetings with key Supplier partners.

2018 Consumer Goods Forum Conference Floor and Attendees

During networking opportunities with clients, Advantage team members also revealed the top performing Suppliers within the Advantage Global Scorecard, an aggregated global benchmark highlighting Supplier performance on key relationship metrics as assessed by their Customers (incorporating data from over 40 Advantage markets worldwide). With this information at hand, Advantage discussed the potential for Suppliers to be fully informed of their Customer feedback and how higher levels of Customer satisfaction leads to sales growth.

Also aligned with the summit theme, Advantage expressed the importance of Suppliers building trust with customers and how this metric correlates with an organization’s overall performance. Supporting this discussion, best-in-class competencies of trusted Suppliers were shared, along with a checklist for how to effectively engage on this capability.

2018 Consumer Goods Forum Expo

Advantage wrapped-up discussions with updates on program processing, our newly redesigned survey and new retailer partnerships (encompassing the expansion into the E-commerce channel in many markets) and exciting innovations in ways to acquire more frequent feedback and to foster greater transparency between Retailers and Suppliers using Advantage Report.

 "All around insightful sessions and inspiring speakers! Great forum to connect with friends, new and old. The Global Summit delivered. Our team looks forward to attending again in 2019" says Nestor Sanajko, Director, Global Client Business Development. 

To learn more about Advantage Global Supplier Support, CLICK HERE

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