Blog: customer-centricity

Showing blogs: 1–3 of 3

The Customer Ecosystem - a focus for CMOs

Dec 17 2009

Naras and I are in the process of writing a book chapter for a project called Masters in Marketing.  Focused on strategic brand management, the book largely provides guidance for marketers looking to understand how to strengthen their brand in an increasingly complex and interconnected world.  We've been tasked with writing about the "focus of the CMO"...and as you'll come to see, we go slightly against the grain; while brand matters, the customer and his/her ecosystem matter more.

Below is the start of our work.  I'll publish more pieces as it evolves, but I certainly welcome your input as we build out this chapter.

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What's in a name?

Aug 5 2009

Customer Data Management. Customer Intelligence Management.  Data Intelligence Management.  The notion of using customer data to drive investment decisions has propagated many organizational names and acronyms over the last few years.  Customer Intelligence Officers were crowned, integrated task forces were formed, and dedicated publications multiplied.  Why?  Because data = $.

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Will hard times spur innovation?

Jul 13 2009

Based on what I observe with many of our clients these days, particularly the ones that are hurting the most, I wonder if "hard times bring forth innovation".   Clients in multiple industries seem more open to considering new ways of doing things, perhaps because the same old same old is simply not working anymore  Or is it perhaps because they are so desperate, they will try anything?   Actually, having spent some time with senior marketing executives as well as general managers, I think the smart ones see an opportunity to actually use these hard times to execute on ideas they have had for some time - so it may be a case of not letting a crisis go to waste.  

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