customer loyalty

Lior Arussy on the customer experience in an economic decline

The upcoming year presents some significant challenges for the customer experience as many organizations are cutting staff, budgets and programs. While conventional wisdom holds that it is during a recession that maintaining and getting the most out of your existing customers is more important than ever, that can be hard with fewer people and resources.

We sat down with Lior Arussy, president of the Strativity Group, to discuss how organizations can keep focused on the customer experience amidst these challenges.

In this 17-minute podcast, listeners will hear:

• Advice for staying focused on the customer experience despite budget cuts.
• Lessons that can be learned from companies like Dell which emerged from the last economic downturn stronger, thanks to the customer experience.
• The proper customer metrics to be focused on during a recession.
• How outsourcing and self-service applications factor into both cost cutting and the customer experience.

 

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Jeanne Bliss on chief customer officers

A chief customer officer needs to be like Tom Sawyer, says Jeanne Bliss, author of “Chief Customer Officer, Getting past Lip Service to Passionate Action.”

The role of chief customer officer, customer experience officer, or simply a group of people responsible for the voice of the customer with in an organization, has been around for many years and is gaining traction. However, creating the position and finding the right person to fill it comes with some challenges.

In this 15-minute podcast Bliss discusses:

• How an organization knows if it’s ready to appoint a chief customer officer (1:35)
• The typical responsibilities associated with the position and how progress is measured (3:15)
• Where chief customer officers get their authority (5:00)
• The biggest hurdles for chief customer officers (6:27)
• How to “turn the lights on” in an organization (8:12)
• Where the initial commitment to the customer must come from (10:15)
• Where things have gone wrong for organizations with chief customer officers (11:45)
• How different business models should change their approach (13:10)

 

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Seth Godin on marketing metrics and social media

In this podcast, Seth Godin, author of nine books, including the New York Times bestseller Purple Cow: Transforming Your Business by Being Remarkable, talks about how CRM has failed marketing, what marketers can learn from social media and his take on the market.

He also questions the fascination with metrics in marketing.

 

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Martha Rogers on Return on Customer and Customer Value

In this podcast, Martha Rogers, who has co-authored with Don Peppers six books on marketing and customer relationships, discusses her concept of Return on Customer, customer lifetime value and how forward-thinking organizations are measuring the customer experience and customer value.

Rogers co-founded the Norwalk, Conn.-based Peppers & Rogers Group, a customer-focused management consulting firm.

 

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