The Value of Long Engagements

In 2000, when companies across the globe were scrambling to decode and implement the enigmatic new business strategy "Customer Relationship Management" (CRM), I had already spent a decade reengineering businesses to integrate this breakthrough structure into their DNA. Buzzwords come and go, but when one of them promises to build shareholder value by driving customer acquisition, retention and profitability to unprecedented levels across the enterprise, business leaders latch on. And they did.

In a piece I wrote that March for Customer Interface Magazine entitled The Value of Long Engagements, on what would later become Customer Experience Management, I took a back-to-basics approach and refocused the buzz on the customer as partner. From partnership springs loyalty, retention, rising lifetime value and, consequently, shareholder value. Start driving cross-functional process changes to align business processes around the customer and you'll be headed in the right direction. Easier said than done, or I wouldn't have seen the need to write my book Upgrading the Customer Matrix a decade later in 2010.

Today, with more than twenty years of experience as Chief Customer Officer and Marketing Operations Turnaround Leader under my belt, I am helping companies supercharge profitable growth as a management advisor, board director and private investor. The low-hanging fruit is long gone. What's left are the hard problems to solve caused by shaky foundations, rapid growth and antiquated business processes.

For turnaround leaders like me, this is the really fun stuff.


RT @business: For many places on the planet, this year started off hot, dry and on fire as wildfires threaten lives and billions in damages (via @climate) https://t.co/XRbgCTfjYV


RT @business: For many places on the planet, this year started off hot, dry and on fire as wildfires threaten lives and billions in damages (via @climate) https://t.co/XRbgCTfjYV
— Will Bermender (@WillBermender) May 16, 2022

from Will Bermender on Twitter

May 16, 2022 at 10:34AM

RT @WSJ: Netflix has a new message for its employees: Be prepared to work on content you may not agree with. And if you don’t like that, you can quit. https://t.co/eXEnpaeU39


RT @WSJ: Netflix has a new message for its employees: Be prepared to work on content you may not agree with. And if you don’t like that, you can quit. https://t.co/eXEnpaeU39
— Will Bermender (@WillBermender) May 14, 2022

from Will Bermender on Twitter

May 14, 2022 at 08:27AM

RT @BW: Gillette was caught flat-footed when beards became hip. A new line of mustache waxes, heated razors, and other grooming products helped the company get sales back on track https://t.co/mjtzbMiXQa


RT @BW: Gillette was caught flat-footed when beards became hip. A new line of mustache waxes, heated razors, and other grooming products helped the company get sales back on track https://t.co/mjtzbMiXQa
— Will Bermender (@WillBermender) May 13, 2022

from Will Bermender on Twitter

May 13, 2022 at 09:14AM

RT @business: Last year's GameStop meme stock mania delivered brutal losses to short sellers and fortunes to a handful of independent investors, but where is the company now? https://t.co/7kNBR9Vx8j


RT @business: Last year's GameStop meme stock mania delivered brutal losses to short sellers and fortunes to a handful of independent investors, but where is the company now? https://t.co/7kNBR9Vx8j
— Will Bermender (@WillBermender) May 12, 2022

from Will Bermender on Twitter

May 12, 2022 at 08:35AM

RT @WSJ: Some grade-schoolers learn to gain top-dog status with their classmates by repeatedly starting conflicts to show their dominance, according to a new study. https://t.co/gkX73mZxgI


RT @WSJ: Some grade-schoolers learn to gain top-dog status with their classmates by repeatedly starting conflicts to show their dominance, according to a new study. https://t.co/gkX73mZxgI
— Will Bermender (@WillBermender) May 9, 2022

from Will Bermender on Twitter

May 08, 2022 at 07:13PM