April 5, 2019

How A Legacy Organization Embraces Digital Media to Engage Audiences in a Meaningful Way [PODCAST]

Todd Unger, Chief Experience Officer and SVP of Physician Engagement at the American Medical Association (AMA), shares how he transformed a 170-year-old company’s communication methods into the world of digital.

October 2, 2012

The Tom Sawyer Formula

Just like Tom Sawyer, the Chief Customer Officer (or Chief Experience Officer) must create a compelling reason for people to participate in the customer work. A CCO needs to get people to want to come and paint the fence. I call this ability the “Tom Sawyer formula.” And it works when the CCO is in lockstep partnership with the CEO.

September 6, 2012

When Marketing Is the Power Core

Marketing has the tools and the know-how to drive a powerful customer crusade. Like the product power core, a marketing power core has a clear set of metrics related to their discipline that they use for tracking.

This understanding will be of good use as the work progresses from the internal metrics about the company business to the metrics about the customer response and treatment.