What are Customer Champions?
The term customer champions was identified in the Manifesto for Marketing which was published by the Marketing Society following a research study among the CEO’s of the leading UK businesses to define their expectations from marketing. The research showed that businesses need a marketing mindset, and marketing capabilities, more than ever and marketing now has the best opportunity to drive the direction and performance of business. However marketers are not currently perceived by many CEOs to be up to this challenge and the manifesto is therefore a call to action for both the profession and for individual marketers.
Marketers must realign themselves to the priorities of business and adopt a new role within the organisation and one of the three new roles is the Customer Champion.
To help individuals and the profession rise to this challenge the Marketing Society in association with our partner dunnhumby are focusing on developing a programme of activity to help develop the skills required.
The Criteria for becoming a successful Customer Champion have been identified as:
- Build on marketing’s insight into the real needs and concerns of customers
- Work optimally with colleagues in other functions
- Ensure that brand promises become efficient and compelling total brand experiences.
We are delighted to be working with dunnhumby who is an international marketing consultancy and services company that helps retail brands and organisations engage more completely and profitably with their customers.
dunnhumby’s involvement with the society enables members to better understand this exciting new era of marketing insights, getting closer to their customers and improving efficiency and ROI.
