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Customer First Thinking

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Customer First Thinking
Customer First Thinking

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.

Latest Episodes

The Content Experience: An Interview with Randy Frisch, President and Co-Founder of Uberflip

Today the world is awash in content as brands engage in a dizzying dogfight for attention. Marketers may have reached a saturation point, where no matter how good the content may be, the chances of it being noticed are remote. Yet content marketing budgets keep growing which means the content glut will only get worse. The answer, according to Randy Frisch, is to map the content experience to each stage of the customer lifecycle.

60 MINSEP 12
Comments
The Content Experience: An Interview with Randy Frisch, President and Co-Founder of Uberflip

Decoding the Future: An Interview with Mitch Joel, Founder of Six Pixels Group, and Digital Seer

Most traditional businesses are just now getting used to the idea of a mobile-first world where people spend six hours a day immersed in digital media. But as the digital economy starts to take over, businesses will have to be ready for even more tumultuous change. A new wave of disruptive technology is coming. It will usher in a post-digital age of continuous connectivity and transform how society functions: what’s been called the 4th Industrial Revolution. AI-powered smart speakers, streaming services, messaging platforms, apps, mobile commerce, 5G-connected devices, virtual and augmented reality, blockchain – all converging to transform how people live their lives. No wonder IDC is forecasting over $1 trillion in digital transformation spending this year, an increase of 18% over 2018, as businesses frantically try to upgrade and modernize their infrastructure and systems. But most businesses remain “digitally distraught”, as IDC puts it. New ways of connecting with customers means new ways of doing business – hard to pull off if the C-suite can’t see past the next earnings report. Digital transformation is not for the “faint of heart”, IDC warns. It takes an enterprise-wide commitment to change. It requires an inspiring vision of how to create an unforgettable customer experience. And it means rewiring the business to become more agile, collaborative, daring, innovative. In other words, it means acting more like “digital natives”. Since the number one goal of digital transformation is almost always to improve the customer experience, marketing should be leading the way. Yet, according to Forrester, that job is usually handed to the CIO, who’s more likely to be thinking digital-first, not customer-first. Which is why efforts at digital transformation generally run aground: siloed mentalities, timid goal-setting and risk aversion get in the way of being customer-obsessed. To act like a “digital native” demands an inquiring mind and a constant itch to defy convention. Those attributes perfectly describe Mitch Joel, the Montrealer who’s made a name for himself as a digital expert specializing in decoding the future, as he puts it. He built his reputation as a trailblazer in the early days of the digital revolution, dating back to the start-up of his digital agency Twist Image in 2002, which he later sold to WPP. Mitch writes a popular blog called “Six Pixels of Separation” which he started 16 years ago and produces a weekly podcast by that same name. He’s also written a couple of best-selling books, the second of which, “CTRL ALT Delete”, was about “the evolution and reboot of business”. So it was natural that digital transformation would be the main subject of our conversation. But first I wanted to know – how did he go from being a music journalist and publisher at the start of his career to becoming a renowned digital seer?

48 MINAUG 24
Comments
Decoding the Future: An Interview with Mitch Joel, Founder of Six Pixels Group, and Digital Seer

Transforming Marketing Strategy: An Interview with Niraj Dawar, Professor of Marketing, Ivey Business School

Marketers are in a rut, obliged to answer the call for growth when their true focus should be on finding new and different ways to serve customers. Instead of asking, “How much more of this stuff can we sell?”, they should be wondering, “What else do our customers need?”. Competitive differentiation is only found “downstream” – in the post-sale relationship, based on how trusted the brand is as a problem-solver. Marketing’s new mandate, according to Professor Niraj Dawar, should be to find o

56 MINMAY 25
Comments
Transforming Marketing Strategy: An Interview with Niraj Dawar, Professor of Marketing, Ivey Business School

Experience Thinking: An Interview with Tedde van Gelderen, President at Akendi

Design thinking has taken on a central role in freeing the corporate imagination. It leads to Big Ideas about innovative products, services and business models. But what’s missing is a broader view of the end-to-end customer experience. Which is why Experience Thinking, a new evolving field, fills a critical gap in the innovation process. In this interview van Gelderen explains his framework for reimagining the customer experience and his unique approach to the research and design process.

63 MINAPR 11
Comments
Experience Thinking: An Interview with Tedde van Gelderen, President at Akendi

The State of Digital Advertising: An Interview with Seraj Bharwani, Chief Strategy Officer, Acuity Ads

The ad-based web is at an inflection point, in urgent need of reform. As the Chief Strategy Officer for Acuity Ads, one of the fastest growing adtech companies in the business, Seraj Bharwani recognizes the challenges facing the industry. In this wide-ranging conversation, he shares his perspective on the past and future of digital advertising, as well as his ideas for industry reform.

63 MINFEB 16
Comments
The State of Digital Advertising: An Interview with Seraj Bharwani, Chief Strategy Officer, Acuity Ads

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

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”.

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

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

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.

65 MIN2018 DEC 6
Comments
Deep Learning: An Interview with Gary Saarenvirta, CEO, Daisy Intelligence Corporation

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

The concept of relationship marketing is facing an “identity crisis” according to Jagdish Sheth, one of the world’s leading marketing academics. Scolding marketers for treating customers like “ID numbers”, he proposes a new “purpose-driven” form of relationship marketing where customers have a more transcendent, values-based connection with brands. He calls it “share of heart”. Professor Sheth explains his reasoning in this wide-ranging and thought-provoking interview.

57 MIN2018 DEC 4
Comments
The State of Relationship Marketing: An Interview with Jagdish Sheth, Professor of Marketing at Emory University, Goizueta Business School

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

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 bank.

41 MIN2018 NOV 16
Comments
Journey Analytics: An Interview with Lori Bieda, Head of Analytics Centre of Excellence, Bank of Montreal

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

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".

78 MIN2018 OCT 16
Comments
The Future of Marketing: An Interview with Philip Kotler, the
the END

Latest Episodes

The Content Experience: An Interview with Randy Frisch, President and Co-Founder of Uberflip

Today the world is awash in content as brands engage in a dizzying dogfight for attention. Marketers may have reached a saturation point, where no matter how good the content may be, the chances of it being noticed are remote. Yet content marketing budgets keep growing which means the content glut will only get worse. The answer, according to Randy Frisch, is to map the content experience to each stage of the customer lifecycle.

60 MINSEP 12
Comments
The Content Experience: An Interview with Randy Frisch, President and Co-Founder of Uberflip

Decoding the Future: An Interview with Mitch Joel, Founder of Six Pixels Group, and Digital Seer

Most traditional businesses are just now getting used to the idea of a mobile-first world where people spend six hours a day immersed in digital media. But as the digital economy starts to take over, businesses will have to be ready for even more tumultuous change. A new wave of disruptive technology is coming. It will usher in a post-digital age of continuous connectivity and transform how society functions: what’s been called the 4th Industrial Revolution. AI-powered smart speakers, streaming services, messaging platforms, apps, mobile commerce, 5G-connected devices, virtual and augmented reality, blockchain – all converging to transform how people live their lives. No wonder IDC is forecasting over $1 trillion in digital transformation spending this year, an increase of 18% over 2018, as businesses frantically try to upgrade and modernize their infrastructure and systems. But most businesses remain “digitally distraught”, as IDC puts it. New ways of connecting with customers means new ways of doing business – hard to pull off if the C-suite can’t see past the next earnings report. Digital transformation is not for the “faint of heart”, IDC warns. It takes an enterprise-wide commitment to change. It requires an inspiring vision of how to create an unforgettable customer experience. And it means rewiring the business to become more agile, collaborative, daring, innovative. In other words, it means acting more like “digital natives”. Since the number one goal of digital transformation is almost always to improve the customer experience, marketing should be leading the way. Yet, according to Forrester, that job is usually handed to the CIO, who’s more likely to be thinking digital-first, not customer-first. Which is why efforts at digital transformation generally run aground: siloed mentalities, timid goal-setting and risk aversion get in the way of being customer-obsessed. To act like a “digital native” demands an inquiring mind and a constant itch to defy convention. Those attributes perfectly describe Mitch Joel, the Montrealer who’s made a name for himself as a digital expert specializing in decoding the future, as he puts it. He built his reputation as a trailblazer in the early days of the digital revolution, dating back to the start-up of his digital agency Twist Image in 2002, which he later sold to WPP. Mitch writes a popular blog called “Six Pixels of Separation” which he started 16 years ago and produces a weekly podcast by that same name. He’s also written a couple of best-selling books, the second of which, “CTRL ALT Delete”, was about “the evolution and reboot of business”. So it was natural that digital transformation would be the main subject of our conversation. But first I wanted to know – how did he go from being a music journalist and publisher at the start of his career to becoming a renowned digital seer?

48 MINAUG 24
Comments
Decoding the Future: An Interview with Mitch Joel, Founder of Six Pixels Group, and Digital Seer

Transforming Marketing Strategy: An Interview with Niraj Dawar, Professor of Marketing, Ivey Business School

Marketers are in a rut, obliged to answer the call for growth when their true focus should be on finding new and different ways to serve customers. Instead of asking, “How much more of this stuff can we sell?”, they should be wondering, “What else do our customers need?”. Competitive differentiation is only found “downstream” – in the post-sale relationship, based on how trusted the brand is as a problem-solver. Marketing’s new mandate, according to Professor Niraj Dawar, should be to find o

56 MINMAY 25
Comments
Transforming Marketing Strategy: An Interview with Niraj Dawar, Professor of Marketing, Ivey Business School

Experience Thinking: An Interview with Tedde van Gelderen, President at Akendi

Design thinking has taken on a central role in freeing the corporate imagination. It leads to Big Ideas about innovative products, services and business models. But what’s missing is a broader view of the end-to-end customer experience. Which is why Experience Thinking, a new evolving field, fills a critical gap in the innovation process. In this interview van Gelderen explains his framework for reimagining the customer experience and his unique approach to the research and design process.

63 MINAPR 11
Comments
Experience Thinking: An Interview with Tedde van Gelderen, President at Akendi

The State of Digital Advertising: An Interview with Seraj Bharwani, Chief Strategy Officer, Acuity Ads

The ad-based web is at an inflection point, in urgent need of reform. As the Chief Strategy Officer for Acuity Ads, one of the fastest growing adtech companies in the business, Seraj Bharwani recognizes the challenges facing the industry. In this wide-ranging conversation, he shares his perspective on the past and future of digital advertising, as well as his ideas for industry reform.

63 MINFEB 16
Comments
The State of Digital Advertising: An Interview with Seraj Bharwani, Chief Strategy Officer, Acuity Ads

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

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”.

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

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

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.

65 MIN2018 DEC 6
Comments
Deep Learning: An Interview with Gary Saarenvirta, CEO, Daisy Intelligence Corporation

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

The concept of relationship marketing is facing an “identity crisis” according to Jagdish Sheth, one of the world’s leading marketing academics. Scolding marketers for treating customers like “ID numbers”, he proposes a new “purpose-driven” form of relationship marketing where customers have a more transcendent, values-based connection with brands. He calls it “share of heart”. Professor Sheth explains his reasoning in this wide-ranging and thought-provoking interview.

57 MIN2018 DEC 4
Comments
The State of Relationship Marketing: An Interview with Jagdish Sheth, Professor of Marketing at Emory University, Goizueta Business School

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

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 bank.

41 MIN2018 NOV 16
Comments
Journey Analytics: An Interview with Lori Bieda, Head of Analytics Centre of Excellence, Bank of Montreal

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

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".

78 MIN2018 OCT 16
Comments
The Future of Marketing: An Interview with Philip Kotler, the
the END
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