Tag: outside-in marketing

Appointing Customer Champions

April 7th, 2010   •   no comments   

Make customer advocacy the pinnacle of your business (courtesy of MIT Sloan Management Review)

Anybody who has been in the field of marketing would be familiar with the term customer champion. However, few have truly understood what it means in the context of today’s organisation.

Being an advocate for customers doesn’t merely mean spending all your days (and nights) at your client’s offices, or conducting an endless round of surveys, focus groups and tea sessions. It isn’t just about understanding what customers want and desperately trying to fit one’s products and services into that itty bitty space called “consumer desire”.
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