Customer First Thinking

Stephen Shaw
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Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.

  1. 10월 3일

    The Power of Points: An Interview with Richard Schenker, Founder, Loyal Strategy Consulting

    Loyalty points programs are more popular than ever. The problem is they lead to transactional relationships where customers are more loyal to the program than the brand. To build true loyalty, advises loyalty expert Richard Schenker, companies must encourage ongoing engagement beyond point collection and redemption.

    1시간 7분

  2. 9월 11일

    Frictionless Growth: An Interview with Ryan Hamilton, Associate Professor of Marketing at Emory University, Goizueta Business School

    Rapid brand growth can sometimes lead to incompatibility between new and existing customer segments due to differing needs and expectations. Brand managers can minimize the possibility of segment conflict by anticipating and then carefully managing the relationship between them, according to leading marketing academic Ryan Hamilton.

    1시간 3분

  3. 7월 22일

    Customer Portfolio Management: An Interview with Michael D. Johnson, Marketing Department Chair, Wisconsin School of Business

    Marketers tend to overinvest in acquiring new buyers while trying to keep the most valuable customers from leaving. That leaves a lot of customers feeling left out. To correct this imbalance, marketers need a more systematic framework for selective investment in the most promising relationship segments based on growth potential, according to the renowned marketing academic Michael Johnson.

    1시간 7분

  4. 6월 20일

    The New MarTech Landscape: An Interview with Frans Riemersma, Founder, Martech Tribe

    The Martech industry is going through a radical new era of technological transformation which is changing the contours of the marketing technology landscape. A burst of AI-driven growth and innovation is not only making marketing automation tools easier to use, says Martech expert Frans Riemersma, but the evolving “marchitecture” will liberate marketers from the onerous challenges of platform integration and workflow management.

    1시간 6분

  5. 5월 29일

    The Future of Customer Data Management: An Interview with Chris O’Hara, Global Product Marketing Lead, SAP Data and Analytics

    Businesses today finally recognize the strategic urgency of unifying all customer data in an increasingly AI-driven world of personalized engagement. And now the  data technology has matured to the point where that goal is more achievable than ever,  according to SAP data expert Chris O’Hara.

    1시간 9분

  6. 4월 24일

    Personalization at Scale: An Interview with Mark Abraham, Global Leader, Boston Consulting Group

    Personalization at scale has long been a dream of marketers. But until recently it has been more superficial than helpful, constrained by legacy technology and processes. Today, however, AI makes it easier to do than ever before. Now the only thing holding marketers back, according to personalization expert Mark Abraham, is their campaign mindset.

    1시간 7분

  7. 3월 5일

    Marketing Masterminds

    Select excerpts from interviews with some of marketing’s most prominent thought leaders on the state of marketing and the need for transformational change.

    1시간

  8. 2024. 12. 12.

    The B2B Journey Map: An Interview with Jim Tincher, President, Heart of the Customer

    B2B companies tend to be laggards when it comes to delivering a superior customer experience, focused more on selling than servicing. But as a result of digital disruption, they have finally begun to embrace the need for a better post-sale journey, according to Jim Tincher, a leading expert in B2B experience design.

    1시간
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Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.

정보

  • 제작진
    Stephen Shaw
  • 방송 연도
    2018년 - 2025년
  • 에피소드
    56
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    Customer First Thinking