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.
An example from a European retailer.
Understanding the financial implications of an over-focus on customer acquisition at the expense of customer retention.
Emotions > execution, although both are important.
Lessons from designing the experience at places as varied as the Calgary Stampede and a radiology clinic.
Because of tech/data/change management, the role of CMO is changing a good deal. What does it look like now, and where’s it headed?
This will make you laugh — while also helping you understand the critical importance of customer relationships in the modern business ecosystem.
A small look at what customer-driven growth feels like.
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.
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.