denise lee yohn: brand as business bites™ /

Forrester’s Customer Experience Forum 2010:  Creating Breakthrough Customer Experiences featured a fantastic line-up of speakers — including company leaders from client organizations as diverse as H&R Block, FedEx, and Sprint, as well as thought leaders from Forrester and other service providers.

From all of the presentations, it was clear that “creating breakthrough customer  experiences” (defined on Wikipedia as “the sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier“) requires systematic, cultural, and organizational changes within a company. (more…)

Last week’s Ad Age featured an article called “Why It’s Time to Do Away With the Brand Manager.” The piece, and the Forrester research report which inspired it, argues for “changing the name ‘brand manager‘ to ‘brand advocate,’ and fundamentally changing marketer organizations in response to the onset of the digital age.” It reminded me of an article I wrote several years ago.

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