marketing management strategies

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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Christopher Carfi on VRM, social networks

Christopher Carfi, CEO of Cerado Inc., discuses the work he’s doing with VRM, or vendor relationship management, a project from the Berkman Center at Harvard. VRM is turning CRM on its head, providing customers with tools to engage with vendors in a way that works for both parties.

Chris also discusses a workshop entitled Customer Service is the New Marketing that he was recently involved with and the rise of social networking in business.

Additionally, Carfi discusses the rise of social networking in the business world and how organizations can take advantage. Blogs and communities can be difficult to get started, particularly with business-to-business firms, but the reward is worth it, Carfi insists.

 

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Microsoft users give CRM tips

At the Microsoft Convergence show, representatives from Cold Stone Creamery, Roland DGA and WellMark Blue Cross Blue Shield shared their advice and best practices in implementing CRM. The three practitioners represent different sides of CRM. Cold Stone Creamery’s Heather Dorr is a senior manager for marketing. Bob McMahon is a senior business systems manager for Roland DGA and Jeff Beelman is a group leader for customer service at WellMark BlueCross BlueShield.

 

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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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