This episode argues that prioritising customer needs is a company's best business investment. Numerous studies demonstrate a strong correlation between a customer-first approach and improved key performance indicators, including increased customer loyalty, lifetime value, advocacy, higher financial returns, and employee satisfaction. Successfully implementing this strategy requires understanding customer preferences through data analysis, empowering employees to prioritise customer needs, and continuously improving the customer experience. In conclusion, Denyse suggests that CPG executives should become champions of the customer-centric model for long-term business success and growth.