Developing Customer Insight From the Ground Up
Companies have many vehicles for talking to customers: advertising, public relations, email marketing, and new tools like Twitter and Facebook. What's been lost over the past 50 years, however, is the reverse channel of communication - from customer to company.
Retail has become big-boxed and virtualized. Call centers have been optimized for speed, not care. Self-service has flourished as an operating model. And industry consolidation has created mammoth corporations fixated on their internal workings rather than the voice of the customer (GM is one example).
Companies can regain their connection to customers by adding some straightforward, low-tech tools to their arsenal, leveraging the collective intelligence of their team - and acting on the stories they discover.
Watch this webinar featuring John Caddell, Principal, Caddell Insight Group, to learn:
- The widening gulf between companies and customers
- A brief history of commerce
- The customer's gift
- Using stories to gain insight
- Using that insight to improve your business
What you'll get out of it:
- An understanding of whether your business is disconnected from its customers
- An appreciation for customer stories and how they can be used to gain insight into intractable questions
About John Caddell
I have finally realized that my left and right brains are the property of the same person. For more than twenty years, I worked for companies in the telecom industry, developing, marketing and implementing complex IT solutions. In my final six years in industry I was a corporate officer, fulfilling senior executive roles in sales, P&L management, product development and strategic marketing.
In my other life, I published short fiction in literary journals, and spent four years on the editorial board of Fish Stories, a literary annual that published noted authors such as Tobias Wolff and Peter Ho Davies and that was anthologized in the Best American Short Stories 1995.
Now, in my work at Caddell Insight Group, I combine my experience and my passion to deliver highly creative solutions to the issues of attracting and retaining customers, innovation management and new product development for companies worldwide.
I've written many articles for the trade press, and am a frequent speaker at seminars and conferences. My blog "Customers Are Talking" is syndicated in Pennlive.com, The Customer Collective and the Futurelab Marketing & Strategy Innovation blog. I tweet (@jmcaddell) more than my wife would prefer me to, and realize that my attachment to my BlackBerry is not too different from my kids' passion for their Nintendo DS's.
I received a B.S. degree magna cum laude from Rensselaer Polytechnic Institute in Computer & Systems Engineering and an M.B.A. with high honors from Boston University.
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