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Rethinking Centricity: Moving Past Products and Focusing on Engagement

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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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  • 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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