5-minute Interview with Judy K. Verses, Senior Vice President, Marketing Verizon
Four months ago, Judy K. Verses stepped into new shoes at Verizon. As senior vice president of marketing, she oversees consumer and small-business offer management, retention and win-back marketing, and channel and business development. Below, she talks with Target Marketing about this pivotal period in telecommunications history.
Target Marketing: What do you see as the biggest marketing challenge the telecommunications industry is facing right now?
Judy K. Verses: More than ever … there is a huge proliferation of choices, not only from competitors, but also from the various delivery systems. Now consumers can have voice, data and entertainment on the regular local network, via satellite, solely on a wireless network, or in the near future on a fiber optic or other all-broadband network. Or, they may shop all four delivery systems, from one supplier or from several! [So], if they want services on wireless or fiber or broadband, or in any combination, we will do that. Not many providers can say that, and those that can meet customer preferences for service options will win in the long run.
TM: How has Verizon’s overall marketing structure or plan changed in response to the Number Portability Act?
Verses: Minimally. This hasn’t been the watershed event that some were predicting. … Overall, out-migration is minimized when your service is top-quality.
TM: We’ve already seen some direct mail pieces touting the “keep your number” advantage to consumers; do you see this messaging playing out for a while, or will it quickly succumb to more traditional direct mail messages and offers?
Verses: Customers have been able to port their wired numbers among carriers for years, and it’s proven to be a frill rather than a true market-driver. … The service itself is the draw, which is why Verizon plans on continuing to reinforce the benefits, convenience and reliability of our products and services in all of our communications.