Rewired will aim to help teams close the gap between customer understanding and the organisational capabilities required to make customer-centric decision-making feasible.

Focused on marketing, insight and customer experience leaders, Rewired’s approach will be built around three phases, beginning with diagnosing issues by mapping factors that influence how customer understanding travels through an organisation, and identifying where customer influence is lost, where established thinking creates barriers and where opportunities for change exist.

Phases two and three will focus on strategies and organisational capabilities needed to integrate customer understanding into business culture and decision-making, and building systems and behaviours that keep customers central to daily decisions.

Twigge is chief sales officer at FlexMR, while Hill is client insight manager at the business.

Hudson said: “Most organisations don’t lack customer understanding. But they do lack the frameworks to effectively act on it.

“Many teams have the ambition to drive customer-centric culture, but ambition alone doesn’t change how businesses operate. Established processes, internal priorities and organisational politics can all stand between what a business knows about its customers and the decisions it actually makes.”