Episode 14: How to leverage customer experience as a tool for government marketing (and gain customer loyalty)
October 23, 2019 12:04 pm
2 min read
This content is provided by Government Marketing University.
Welcome to Market Chat! – “Bringing Clarity to the Clutter in Government Marketing” with hot topics, best practices, exciting guests and innovative ideas.
Market Chat! is an ongoing series that provides an open and collaborative interaction between government and industry to ensure that listeners walk away empowered with greater knowledge on how to better market to their targeted federal, state and local audiences.
We are talking about “The Customer Journey”. If you strive for a customer-centric culture, you must understand your customer’s journey—every step of the way. There’s a physical, mental, and emotional context that shapes the customer’s experience whether you plan for it or not.
Customer Journey mapping in collaboration with research-based personas bring your customers and their journeys to life and it is a powerful way to find opportunities in your marketing quest for new and expanded customers. Learn the critical points in your customer’s journey and how you can make sure their customer experience is a positive one.
During this episode of Market Chat we will:
Take a deep dive into leveraging Customer Journey Maps to create innovative, differentiated marketing experiences that will distinguish your offerings/solutions in a crowded marketplace.
Provide you with resources to plan their entire Customer Journey program and create maps that reflect each of the customer’s touchpoints.
This hands-on training will provide you with the knowledge and experience you’ll need to launch successful Customer Journey mapping initiatives within your own organization.
Apply what you’ll learn from this episode of Market Chat to ensure you are bringing Customer Experience into your marketing plans. Whether it’s a trade show, digital, email, direct mail, 1:1 meeting, phone call, chat, etc. no marketing experience happens in a vacuum and we’ll teach you how to ensure you are getting ahead by stepping back for a comprehensive view of the customer journey.
If you are just entering the government market or have been marketing your products and solutions for a while you will walk away with new knowledge on ways to increase your marketing success by hearing from our experts on the Customer Journey.
Chief Marketing Officer, Verodin and GMarkU Professor
Tracey helps companies understand marketing and leverage it to drive the impact they seek. Whether that is increased lead flow, internal alignment, influencer engagement, sales enablement, or a combination of objectives, she works to make sure goals are achieved. Over the years, Tracey has developed a process and system that helps increase the revenue impact from marketing for companies. Tracey is passionate about her work and the people she gets to meet and work with along the way. She is a compassionate and communicative leader. Tracey enjoys helping marketers leverage their strengths, understand each other’s strengths, and work together so that everyone reaps the rewards. Tracey is well known for her customer journey expertise and authored the Customer Journey’s training course in 2018.
Connect with Tracey on LinkedIn: https://www.linkedin.com/in/traceymoon/
Martha has 34 years of government experience in acquisition, technical and program management all leading to the customer experience. Martha has run many government organizations that build and deliver agency and citizen facing programs to deliver government services anytime, anywhere and on any device. Martha spearheaded one of the first customer experience programs in the federal government in GSA’s Office of Citizen Services and Innovative Technologies which is driving many initiatives government-wide and GSA and portions being adopted across government. Today Martha leads DCI, a woman-owned small business that leverages her extensive CX knowledge and experience to meet her promise to the government IT market to leverage her passion, network and resources to help government agencies and industry improve the way they deliver their products and services. Martha is a sought-out speaker on Customer Experience best practices and was the founder of “Service to the Citizens Award”.
Connect with Martha on LinkedIn: https://www.linkedin.com/in/martha-dorris-798b3b7/
Founder and President, Government Marketing University
Lou Anne Brossman is the Founder and President of Government Marketing University. She has over 30 years of public sector government marketing leadership experience gained while working for some of the leading companies in the market (Juniper Networks, immixGroup, EMC). Her roots are in the manufacture world which enables her to better understand and relate to the corporate issues all government marketers are facing. She is a sought-out speaker on Government Marketing Best Practices and is well recognized and respected for her ability to drive Thought Leadership campaigns on relevant federal, state and local government policies and mandates. Lou Anne has served on numerous boards including immixGroup and Trezza Media and was a founding member of the Women’s Center Executive Council. Lou Anne was honored with the Heroines in Technology award presented by Women In Technology and she was the recipient of the ACT IAC Dedication to Making a Difference award.
Lou Anne founded Government Marketing University, an innovative learning platform that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing. Government Marketing University offers training, research, certifications, mentoring, and community resources all in one place. For more information about Government Marketing University, visit www.governmentmarketinguniversity.com.
Chief Content Officer, Government Marketing University
Steve Watkins is Chief Content Officer at Government Marketing University, an innovative learning platform that applies a collaborative, community-based approach toward knowledge sharing and skills development in the field of public sector marketing.
He launched Watkins Communications in 2015, providing a variety of tailored communications and consulting services to clients in the federal marketplace and offering expertise in all varieties of content platforms, including live events, webcasts, white papers, video, social media, bylined articles, blogs, and issue briefs.
Prior to launching Watkins Communications, Steve served 15 years as the editor of Federal Times, a leading media brand serving the federal management community, Congress and contractors. Under Steve’s leadership, Federal Times won more than three dozen national and regional peer-reviewed awards for journalism excellence in the categories of investigative reporting, news analysis and government coverage. He is a frequent speaker and moderator at events focused on federal management and technology. As editor, Steve transformed the Federal Times editorial brand from a legacy subscription-based publication into a modern business-to-business model focused on the federal management community. Steve repositioned Federal Times to become a robust digital brand with an emphasis on federal modernization and a platform for thought leadership on federal management issues. During Steve’s tenure, Federal Times consistently ranked No. 1 or No. 2 nationally as the “Top Federal Publication Read” by Market Connections Inc., which began conducting federal market research studies in 2011.