Wednesday, August 21, 2013

Building a Customer Solutions Practice

One of the people I have been very influenced by about marketing and the role of marketers is Yum Brands CEO and chairman David Novak. His thinking is applicable across brands and industries well beyond Yum's restaurant niche. Here in QSR magazine he gives one of his thought provoking statements:
My marketing mantra for the organization is, “What consumer perception, habit, or belief do you have to either change, build, or reinforce in order to grow the business?” I think that when you truly listen to the voice of the customer and answer that question, you’ll have a home run.
Unpacking this is a handful. Each word is worth savoring -- when was the last time you thought about your customer's "perception, habit, or belief" and how have you connected this to a set of customer experience competencies in your business that can "either change, build, or reinforce" them? To my mind this is central to the CEO-imperative of a customer-centric business. A business where all of the functional organizations that touch the customer are connected and working together -- leveraging shared capabilities toward a common purpose: grow the business. And I love the plain spoken colloquial advice that when you do this, "you'll have a home run." Follow along over the next few weeks as I think out loud about how to develop a home run for the Customer Solutions Practice at Cognizant...

1. Features vs. Benefits

2. Three Imperatives

3. ...

Monday, August 19, 2013

Vice President, Consulting - Customer Solutions Practice at Cognizant Technology Solutions

Today I begin a new adventure. I have the privilege to have been asked to join one of the fastest growing large companies in the world, Cognizant Technology Solutions, as the head of the Customer Solutions management consulting practice. For those of you who would like to contact me directly at my new work address you can do so here: ted.shelton (a) As this is my first day I am in listening mode and getting to know the terrific team of people here at Cognizant. Stay tuned for development!