Companies have powerful technologies for understanding and interacting with customers, yet most still depend on mass media marketing to drive impersonal transactions. To compete, companies must shift from pushing individual products to building long-term customer relationships. The marketing department must be reinvented as a “customer department” that replaces the CMO with a chief customer officer, makes product and brand managers subservient to customer managers, and oversees customer-focused functions including R&D, customer service, market research and CRM....
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No More Menial Jobs and 2 Other Steps to Customer Experience Transformation
April 25, 2012
From Rio Longacre
As a marketing consultant, I read great articles about Customer Relationship Management (CRM) every day on the job. Most of them focus on the sales and marketing aspects of CRM … what strategies to employ, tools to use, messages to send out and so on. But let's not forget that world-class CRM programs also
include awesome customer service, essentially creating a Total Customer Experience that fosters long-term, profitable relationships with customers.
5 Ways to Stay Customer-Centric in 2012
January 13, 2012
From Today @ Target Marketing
Good marketing planning is a never-ending cycle that doesn’t depend solely on the calendar or on the various channels. Instead, it focuses on the customer’s cycle. Getting in step with the customer’s heartbeat will help you stay on track in 2012. In doing so, you’ll leave behind planning that has a bogus foundation—one built on specific channels. Considering the popularity of digital and social media platforms, it can be tempting to become a slave to certain channels.