Rethinking Centricity: Moving Past Products and Focusing on Engagement

Shaun Randall (Rogers Communications), Ben Salmon (Pitney Bowes), and Liz Miller (CMO Council)
Given the heightened expectations from customers for flawless experiences, and the heightened expectations from management to optimize revenues, marketers are being challenged to enhance the overall customer experience by moving away from the traditional product-centric marketing model. Customer-centricity has become the new mantra for marketers looking to leverage the deep insights and intelligence that can be mined from customer data. The challenge is how to shift from looking at campaigns and instead looking at customer dialogs and engagements.

Focusing on the customer and harnessing analytics to fuel initiatives that retain and acquire customers, C-level marketers are earning a place in the board-level bottom line conversation. In addition, true collaboration between sales, marketing and customer service departments can pave the way for a customer experience that truly caters to the customer.

The third in an ongoing dialog, this webinar will explore how data, analytics, segmentation and strategy can come together to create a superior customer experience that generates advocacy and propels brands. The CMO Council has invited speakers who will share how to make marketing, on all levels, customer-centric. Some of the key issues our speakers will focus on include:

- Best ways to gain a holistic view of the customer
- How to measure customers in terms of lifetime value propositions and thereby measure marketing performance
- Bringing sales, marketing and customer service departments together to most effectively predict churn and produce the best (read: most profitable) customer experience
- Customer relationship marketing strategies to reduce burn and minimize churn
Apr 25 2012
62 mins
Rethinking Centricity: Moving Past Products and Focusing on Engagement
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    About the panelists:

    Martyn Etherington is the EVP & CMO at Mitel. With over 25 years, he has a proven record in transforming the marketing function to a measurable customer-centric, market driven organization and commercial general management leadership for emerging markets.

    Chris Hummel joined SEN in April 2010 and currently serves as the CCO. Hummel is a recognized thought leader and has extensive experience in global enterprise sales and marketing, having lived and worked in a range of countries, including the US, Germany, Eastern Europe and Asia.

    Steven Bushong is Senior VP, Marketing Operations, ABC Entertainment Group of The Walt Disney Company. Bushong contributes to the strategic reflection and direction setting with diverse internal and external stakeholder groups and manages the overall Marketing budget.

    Moderator, Liz Miller is the VP of Marketing for the CMO Council - a network dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries.
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  • Rethinking Centricity: Moving Past Products and Focusing on Engagement Recorded: Apr 25 2012 62 mins
    Given the heightened expectations from customers for flawless experiences, and the heightened expectations from management to optimize revenues, marketers are being challenged to enhance the overall customer experience by moving away from the traditional product-centric marketing model. Customer-centricity has become the new mantra for marketers looking to leverage the deep insights and intelligence that can be mined from customer data. The challenge is how to shift from looking at campaigns and instead looking at customer dialogs and engagements.

    Focusing on the customer and harnessing analytics to fuel initiatives that retain and acquire customers, C-level marketers are earning a place in the board-level bottom line conversation. In addition, true collaboration between sales, marketing and customer service departments can pave the way for a customer experience that truly caters to the customer.

    The third in an ongoing dialog, this webinar will explore how data, analytics, segmentation and strategy can come together to create a superior customer experience that generates advocacy and propels brands. The CMO Council has invited speakers who will share how to make marketing, on all levels, customer-centric. Some of the key issues our speakers will focus on include:

    - Best ways to gain a holistic view of the customer
    - How to measure customers in terms of lifetime value propositions and thereby measure marketing performance
    - Bringing sales, marketing and customer service departments together to most effectively predict churn and produce the best (read: most profitable) customer experience
    - Customer relationship marketing strategies to reduce burn and minimize churn
  • The Evolution of the Customer Driven Offer Recorded: Mar 21 2012 62 mins
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  • Optimizing Value and Identifying The Most Profitable Customer Recorded: Mar 7 2012 62 mins
    The level of choice and options – from pricing plans to the devices themselves – have added layer upon layer of complexity for today’s communications service providers. From new market entries threatening to lure market share away with the promise of unlimited data, robust infrastructure and advanced technologies, CSPs must look at how their total customer experience – from acquisition through to continued and sustained retention – is achieved.

    The days of operating under a belief that the product is at the center of marketing efforts has been eliminated. Instead, a mandate for true customer centricity – where data, insights and a deep, real understanding of the customer and that customer’s impact on the business is a requirement.

    The CMO Council will be investigating this evolution in the CSP space through a series of webinars designed to dissect unique areas of the overall customer experience. In our first installment, we will look at the shifting requirements of developing more targeted and relevant retention marketing strategies while advancing the customer experience. Some of the key issues our speakers will focus on include:

    - Customer-centricity: Institutionalizing this in the corporate culture and DNA
    - "Surgical" segmentation – identifying which customers may be hurting the business
    - Customer relationship marketing strategies to reduce burn and minimize churn
    - How AT&T is profiling customers to determine the most profitable route to engagement
A Global Channel of Insight, Access and Influence
The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide range of global industries. The CMO Council's 6,000 members control more than $200 billion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 12,000 global executives across 100 countries in multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), Marketing Supply Chain Institute, Customer Experience Board, Loyalty Leaders, Online Marketing Performance Institute, and the Forum to Advance the Mobile Experience.
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  • Title: Rethinking Centricity: Moving Past Products and Focusing on Engagement
  • Live at: Apr 25 2012 6:00 pm
  • Presented by: Shaun Randall (Rogers Communications), Ben Salmon (Pitney Bowes), and Liz Miller (CMO Council)
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