This made me chuckle – I recently received promotional material for a conference that read:
But wait, for a moment lets consider what would need to be covered in three days to make someone an expert. I’m going to narrow it down to six key things.
- First, an expert would need to know how to measure customer loyalty in a very practical way. This means gathering all the right customer insights so the information can really be put to use.
- Next, they would need understand what drives loyalty – how it is relevant and where resources should be focused to improve business performance. This would include making sure customer strategies aligned with the strategies of the business.
- Communication would be part of an expert’s training. Everyone has to be aware of the customer strategies and understand the role they play.
- An expert would also need to know how to prompt action. They must be able to mobilize their employees to put customer information to use in the most productive ways.
- Experts must validate the impact of their work. They will need to uderstand how to determine if the application of customer insights is showing a positive return on their investment.
- Finally, they need to know how to manage all the people and resources for their customer strategies. Experts must build an infrastructure so that customer loyalty is more than a catch-phrase — it is a real strategy with real impact on the business.