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
Aug 29, 2023 • 1h 1min
Digital Transformation: An Interview with Howard Tiersky, CEO of FROM
If businesses hope to survive the potentially lethal disruption ahead due to massive technological change, they need to accelerate their digital transformation. The first decision they must make, according to digital transformation expert Howard Tiersky, is to embrace the need for continuous transformative change.
Aug 4, 2023 • 1h 2min
Customer Valuation: An Interview with Peter Fader, Professor of Marketing, the Wharton School of the University of Pennsylvania
The top priority of CMOs is to grow top-line revenue. But the best way to achieve that growth is a matter of debate. Do you go after as many buyers as possible, or focus on winning the loyalty of existing customers? Wharton Professor Peter Fader says the answer lies in examining the behavioural patterns of current customers.
Jun 15, 2023 • 1h 3min
Future Proofing Marketing: An Interview with Alison Simpson, Chief Executive Officer, Canadian Marketing Association
Marketers have an opportunity to play a lead role in helping their organizations adapt to the massive wave of change expected in the years ahead. But first marketers will have to “future-proof” themselves, according to Alison Simpson, the new leader of the Canadian Marketing Association.
May 19, 2023 • 1h 2min
Digital Banking: An Interview with Greg Brown, Vice President, North American Digital Product Management, BMO Financial Group
The mainstream banks are facing massive disruption due to the rise of fintechs, forcing them to speed up digital transformation. Leading those efforts at BMO Financial Group is Greg Brown, whose mandate is to change how the bank does business.
Mar 17, 2023 • 1h 10min
Brand Positioning: An Interview with Ulli Applebaum, Founder, First the Trousers Then The Shoes
Brand positioning has been part of marketing orthodoxy for over half a century now. Yet marketers often fail to get it right, due mainly to formulaic thinking. To come up with truly novel positioning statements, according to global branding expert Ulli Appelbaum, marketers must treat it as more of a creative exercise, coming up with as many potential ideas as possible.
Feb 20, 2023 • 1h 6min
Brand Community: An Interview with Mark Schaefer, Executive Director, Schaefer Marketing Solutions
To turn customers into lifelong fans, brands will need to put community development at the heart of their marketing plans. It is the “last great marketing strategy”, according to the acclaimed marketing consultant Mark Schaefer. People “long to belong”, he says, and that presents an opportunity to connect with them on a more meaningful level.
Dec 16, 2022 • 57min
Loyalty 2.0: An Interview with Matthew Seagrim, Senior Vice President, Scene+
In a bid to earn front-of-the-wallet status, the Scene loyalty program has been transformed into a full-fledged coalition program with the addition of new partners in the grocery, e-commerce and travel sectors. But its greatest strength, claims Scene’s Senior Vice President Matthew Seagrim, is its strategic emphasis on creating membership value.
Nov 16, 2022 • 1h 5min
Brand Activism: An Interview with Scott Goodson, Founder and CEO, StrawberryFrog
Many corporate leaders now accept the need to define a brand purpose beyond making a profit. Yet most purpose statements fail to resonate with people. The only way to excite all stakeholders, argues Scott Goodson, is to activate it through a grassroots social movement.
Oct 30, 2022 • 1h 6min
Lifestyle Segmentation: An Interview with Jan Kestle, Founder and CEO, Environics Analytics
Marketers have relied on lifestyle segmentation for half a century now, targeting people based on their shared values, interests, and attitudes. And it remains a highly effective tool even in a digital age due to the increasing segregation of society into like-minded communities, according to Jan Kestle, head of Canada’s largest marketing analytics company.
Oct 3, 2022 • 1h 9min
The Customer Experience Gap: An Interview with Colin Shaw, CX Pioneer and Founder/CEO, Beyond Philosophy
Despite all of the effort being made by businesses to improve the customer experience, it is not paying off in higher satisfaction ratings. A large gap still exists between what customers expect of that experience and how they actually feel about it. What businesses need to do, advises CX pioneer Colin Shaw, is design a more memorable experience, focusing on those parts of the customer journey that evoke the greatest emotion.
