Voice of the Customer with Jennifer Arnold – Are we automating away customer relationships?

The Flow State Podcast | Voice of the Customer – Jen Arnold | Season 2, Episode 1

What is the role of the savvy marketer in the post-sale glow of a new customer relationship? Once you’ve got someone “over the line” do you simply palm them off on Customer Success and start thinking about your next campaign? Or are you more holistically minded, bringing your acquisition smarts to the table to build long, er, sticky relationships that last way beyond that first pain point?

In the first of three conversations on the importance of customer relationships, Jen and Stu discuss a range of topics, including how SaaS has shaped our relationships with companies (and each other), the rise and potential fall of TV streaming services, the often yawning gap between KPIs and customer experience and why customer lifetime value might be the lighthouse we’re all scouring the shoreline for in the coming months.

Guest: Jennifer Arnold

Jen has more than 30 years of experience working in senior regional and global marketing, sales, and CX roles, mainly with leading IT companies. She now consults around customer advisory boards and communities and works with the Public Sector Network to help companies build their government sales and marketing programs.

Host: Stuart P. Turner

Stu has over 20 years of experience in digital strategy across the UK and APAC. He’s always been at the competitive edge of digital, serving brands both large and small in agencies, as well as building his own businesses. He’s currently pretending to work while actually recording this show at Flow State (https://theflowstate.io) and co-founding next-generation B2B technology business Cataylsi (https://catalysi.com/).

References

• https://www.mi-3.com.au/02-07-2024/mi3-launches-fy2025-marketing-customer-benchmarks-105-companies-3bn-marketing-spend-0
• https://www.accenture.com/us-en/services/interactive/propelling-growth-personalization
• https://vanilla.higherlogic.com/blog/community-impact-customer-retention/
• https://foundryco.com/research/role-and-influence/ (gated)