The Path to Customer Centricity
The Path to Customer Centricity
September 15th, 2011 2PM – 3PM EST
Customer centricity is a journey, not a destination. Research has shown that many marketing departments still employ outdated thinking with regard to consumer psychology, marketing mix effectiveness and the creation of marketing value. The customer must be at the center of every phase of the marketing funnel – from discovery to exploration, through purchase and interactive engagement. This webinar explores the critical steps necessary to build this customer centricity into a company's culture by instilling a system of shared values and behaviors that focus employee activity on improving the customer experience.
Featured Speakers
Fatemeh Khatibloo
Senior Analyst, Forrester Research
Fatemeh serves Customer Intelligence Professionals, helping companies better leverage customer knowledge to improve marketing and business performance. Her research focuses on overall Customer Intelligence strategies and the CI services landscape, including agencies, analytics providers, MSPs, and consultancies. In addition, Fatemeh covers the trends and issues around privacy, identity, data portability, and the emerging consumer data economy.
Steve LaValle
Executive Vice President, Client and Advisory Services, Merkle
Steve leads Merkle's client leadership teams, account managers and consulting practitioners across the full breadth of our industries served. He is focused on driving client value through Merkle services that embed advanced customer insight into customer strategies, marketing and customer operations. He brings to Merkle a strong background building and leading consulting practices at IBM, PricewaterhouseCoopers Consulting, and AT Kearney.
Steve joined Merkle in January 2011 and has more than 24 years experience in direct marketing and CRM/analytics strategy consulting. He spent over 8 years at IBM Global Business Services, where his most senior level held was Global Leader, Business Analytics and Optimization Strategy Services. Prior to that, he served as Partner for PwC Consulting, AT Kearney and Chadwicks of Boston. He has been published extensively on the topics of CRM and analytics.
Steve is a graduate of The Wharton School of Business at the University of Pennsylvania and holds an MBA from Harvard Business School.
Chris Crayner
Senior Vice President, CPG, T&E Practice, Merkle
Chris has developed and led customer marketing strategy, initiatives and functions for more than 15 years across the media and entertainment, pharmaceutical/consumer package goods and financial services industries. At Merkle, he leads the Enterprise Strategy Group focused on integrated marketing and CRM. Most recently he spent 7 years at The Walt Disney Company leading customer relationship marketing areas at the corporate level, and at both Theme Parks and Resorts. He served as Vice President, Global Customer Managed Relationships for Walt Disney Theme Parks and Resorts, responsible for customer relationship marketing strategies and initiatives worldwide. He has also served as Vice President, Technology – Corporate Brand Management where he led CRM business and technology strategy work across Disney’s diversified businesses.
Customer Centricity POV
Read about why customer centricity is a critical business strategy.
An abridged version of the PowerPoint deck presented during our webinar.
