The Empowered Marketing & Customer Organization
In the age of empowerment, individual customers have unprecedented power. Customer-facing organizations, including marketing, sales, and customer service, can't face up to this in a top-down way. Instead they must empower their own staff to solve customer problems and create technology solutions that make customer connections. In this talk, Josh Bernoff describes a new framework for customer outreach.
Speaker:
Josh Bernoff
SVP, Idea Development,
Forrester Research
About the Program:
In the age of empowerment, individual customers have unprecedented power. Customer-facing organizations, including marketing, sales, and customer service, can't face up to this in a top-down way. Instead they must empower their own staff to solve customer problems and create technology solutions that make customer connections. In this talk, Josh Bernoff describes a new framework for customer outreach:
- How to identify mass influencers in your market.
- Which customer service, marketing, and mobile strategies will energize these customers.
- Which strategies your customer-facing workers can use to better listen to, serve, and energize those customers.
- How to manage your business to unleash the creativity of empowered employees.
Cost:
AMADC and DC Ad Club Members: $45.00Student Members: $25.00
Non-Members: $65.00
Onsite: $55.00/$75.00
Online registration closes at 5:00pm on October 13.
About the Speaker:
Josh Bernoff
Josh is Senior Vice President, Idea Development, at Forrester Research and is responsible for identifying, developing, and promoting some of the company's most influential and forward-looking ideas.
Josh is the coauthor of the BusinessWeek best-selling book Groundswell: Winning in a World Transformed by Social Technologies (Harvard Business Press, 2008), a comprehensive analysis of corporate strategy for dealing with social technologies. Groundswell has won critical acclaim: Abbey Klaasen of Advertising Age picked it as "the best book ever written on marketing and media," and Amazon's editors put it in the top 10 business books of the year. In 2008, the Society for New Communications Research picked Josh and his Groundswell coauthor Charlene Li as "visionaries of the year."
Josh joined Forrester in 1995. In 1996, he created the Technographics® segmentation, a classification of consumers according to how they approach technology. Forrester has used this segmentation as the basis of its consumer research offering, also called Technographics, since 1997. Josh is also known for 10 years of analysis of the television industry.
Josh's research, analysis, and opinions appear frequently in publications like The New York Times and The Wall Street Journal. He writes a column for Marketing News, a publication of the American Marketing Association, and blogs for Forrester and Advertising Age. Josh has keynoted major conferences on television, music, marketing, and technology in Barcelona, Cannes, Chicago, London, New York, Rome, and São Paulo.
