C105: The Path to Customer Service and Marketing Alignment

Track C: Future Trends – Monday 24 April 
16:15 – 17:00

Customer Service and Marketing have historically been like two ships passing in the night. While both played an important role in organizational success, rarely are the disciplines ever aligned. This presentation will discuss the new role marketing must play in order for companies to move toward being truly customer centric. Case studies will be used to demonstrate the importance of marketings role in establishing consumer expectations across all touchpoints, how organizations should approach the design of consumer segmentation and personalization strategies, the role business intelligence and analytics plays and why financial modeling is vital to staying ahead of shifts in customer service demands.

Presented by: Brian Pia