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Customer First Thinking

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Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.

Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.
More Information

Location:

Canada

Description:

Businesses everywhere are struggling with change due to digital disruption. They are now at an inflection point: give up obsolete marketing practices, or risk being denied a meaningful role in the lives of people. The goal is no longer to amplify the voice of the brand – it is to serve the needs and interests of customers at every stage of the relationship lifecycle. This new marketing model is characterized by the strategic embrace of Customer First Thinking, where the emphasis is on delivering a more unified experience for customers. More than simply a platitude, this idea has evolved into a set of governing principles that can transform the corporate role of marketing from brand messenger to customer advocate.

Language:

English

Contact:

9052772900


Episodes

1:1 Marketing: An Interview with Don Peppers, Marketing Oracle and CX Expert

12/31/2018
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In 1993, AT&T launched a marketing campaign called “You Will”. In a series of memorable TV ads, it depicted future applications of technology that turned out to be eerily accurate. Each commercial showcased a different product innovation AT&T had been working on. “Have you ever had an assistant who lived in your Computer?”, one commercial asks. Another begins by wondering, “Have you ever gotten a phone call on your wrist?”. Each commercial ended with the signoff: “You will”. Almost all the...

Duration:00:58:02

Deep Learning: An Interview with Gary Saarenvirta, CEO, Daisy Intelligence Corporation

12/5/2018
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Businesses are “drowning in data but starving for insight”, as the saying goes, and that problem is about to get worse. As society becomes increasingly connected, marketers are facing a rising tide of digital interactions. Somewhere inside that massive pool of data are the answers to questions marketers haven’t even thought to ask – yet are essential to creating a better customer experience. Relief is on the way in the form of artificial intelligence. The capability to skip right to the...

Duration:01:05:30

The State of Relationship Marketing: An Interview with Jagdish Sheth, Professor of Marketing at Emory University, Goizueta Business School

12/4/2018
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In 1983 a Professor at Texas A&M University by the name of Leonard Berry coined the term “relationship marketing” in a paper he presented at an American Marketing Association event. His basic premise: businesses should focus more on serving existing customers. Now as obvious as that may sound, it seemed heretical in an era dominated by mass advertising. Berry never actually thought his paper was “any kind of breakthrough”; he just figured it was “foolish”, as he put it, that marketing only...

Duration:00:57:43

Journey Analytics: An Interview with Lori Beida, Head of Analytics Centre of Excellence, Bank of Montreal

11/15/2018
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Customer analytics has come a long way since banks first started building Customer Information Files in the 1990s. “CIFs”, as they were called, were the primitive forerunner to what we now call “data lakes”. Just getting access to data was the main barrier back then – closely rivalled by the suspect quality of the contact data. Today the biggest analytical challenge for banks isn’t the limitations of technology: it’s embedding data-driven decision-making into the operational DNA of the...

Duration:00:41:37

The Future of Marketing: An Interview with Philip Kotler, the "Father of Modern Marketing"

10/16/2018
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He is universally acknowledged as the "Father of Modern Marketing". His classic textbook "Marketing Management" is now in its 15th edition. He has been called the "most influential marketer" of all time. Wold-famous marketing academic Philip Kotler shares his perspective on the future of marketing and "why it will be markedly different". His book "Marketing Management: Analysis, Planning and Control", first published in 1967, ranks amongst the most influential, and enduring, business...

Duration:01:18:40