Customer First Thinking
Stephen Shaw
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.
Episodes
Mentioned books
Oct 18, 2024 • 60min
Cultural Intelligence: An Interview with Anastasia Karklina Gabriel, Senior Insights Lead at Reddit and Cultural Theorist
These days it can be risky for brands to take a stand on social issues or promote inclusiveness. But if marketers are able to honestly depict the diversity of society in their brand communications, their message has a far greater chance of being heard, according to cultural theorist Anastasia Karklina Gabriel.
Sep 26, 2024 • 1h 2min
Customer Equity: An Interview with Allison Hartsoe, AI Value Creation Consultant and Author
Companies still tend to over-invest in the acquisition of new customers while paying scant attention to relationships with existing customers. The solution to correcting that imbalance, argues value creation expert Allison Hartsoe, is knowing the collective lifetime value of all customers, known as customer equity.
Jul 30, 2024 • 1h 9min
Transforming the Customer Experience: An Interview with Jon Picoult, Founder and Principal, Watermark Consulting
CX quality has declined in recent years as companies struggle to keep up with the expectations of customers. But the main reason, according to renowned CX expert Jon Picoult, is that they settle for mediocrity when they should be aspiring to make the experience more distinctive and memorable.
Jul 10, 2024 • 1h 7min
Social Media Marketing: An Interview with Andrew Jenkins, Chief Executive Officer, Volterra
For all its flaws, social media has become the preferred way for people to stay connected with each other. Yet for too long marketers have failed to take it seriously. The time has come, says social media expert Andrew Jenkins, for marketers to give it the respect it deserves.
May 15, 2024 • 1h 4min
Brand Health: An Interview with Jenni Romaniuk, Research Professor and Associate Director at the Ehrenberg-Bass Institute
Brand tracking studies are a standard research tool for marketers who need to understand how people feel about their brand. The problem with them, according to brand health expert Jenni Romaniuk, is that they don’t tell marketers what they really need to know to grow their brand.
Mar 16, 2024 • 1h 10min
Content Marketing Strategy: An Interview with Robert Rose, Founder, The Content Advisory
Content glut has suffocated the chances of discovery for most marketers. The only way for content marketing to succeed, according to renowned content strategist Robert Rose, is to transform content operations teams into specialized publishing units closely attuned to audience interests and needs.
Feb 28, 2024 • 56min
Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University
Marketing today has grown far too complex for decisions to hinge on loose assumptions and guesswork. A more disciplined and fact-based approach is needed, supported by rigorous performance analysis, testing and forecasting, according to Koen Pauwels, one of the world’s leading marketing scientists.
Dec 20, 2023 • 1h 5min
Marketing Transformation: An Interview with Brent Chaters, Managing Director, Accenture
No one understands what marketing does anymore, least of all the CEO. For marketing to be seen as more of a difference maker, it must expand its role beyond branding, according to Accenture’s Brent Chaters, and earn a greater say in the strategic direction of the business.
Nov 30, 2023 • 1h 7min
Values-Based Segmentation: An Interview with David Allison, CEO, Valuegraphics
Marketers have long sought to discover the motivations that explain why people make the decisions and buying choices they do. The answer, according to Valuegraphics founder David Allison, is their values. To make more meaningful connections with customers, marketers must first understand how they differ in their values.
Oct 18, 2023 • 1h 1min
Brand Experience: An Interview with Allen Adamson, Co-Founder of Metaforce
The best way for brands to stand out today is to offer a distinctive experience that earns them an everyday role in people’s lives. But that means knowing where the brand can make the greatest difference in the lives of customers, according to brand expert Allen Adamson.
