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Tuesday, October 29, 2013

Chick-fil-A, Splice Software and Why CEM Summit 2013 Was Special

When we booked Chick-fil-A’s Michael McCathren as a speaker for CEM Summit2013, we knew it was a good decision for the event. After all, Chick-fil-A is an extremely well-known brand and adding a speaker like Michael, their interactive digital marketing manager, would attract attendees and bring some pizzazz to the lineup.

Fast forward to the morning of Thursday, September 26, when Michael took the stage. Facing a roomful of CEOs, CMOs, technologists and marketers, he started speaking from his heart. Silence fell as listeners put down their coffees and iPads, leaned forward and started soaking up every word.

Michael spoke about seeing customers as people, individuals with unique stories. He challenged us to consider building relationships with customers that are much deeper than transactional coupons or deals, more sophisticated than demo segmentation or CRM categories. He reminded us of what loyalty really means and that every one of us could become advocates for transformational customer engagement within our own organizations.

Don’t take my word for it. Watch Michael’s presentation and see for yourself:
I was reminded of Michael’s presentation yesterday after reading a blog post from PossibleNOW’s valued partner Splice Software, a customer engagement technology provider based in Calgary (more than 850 miles from the nearest Chick-fil-A). Regional Sales Director Jeff Kryzanowski had never heard of the Atlanta-based chicken restaurant chain. In other words, Jeff wasn’t blown away by the brand in the way we had originally hoped when we planned the event. And it didn’t matter – the power of Michael’s words made a huge impact on Jeff and everyone else in attendance.

We’re grateful to Michael and Jeff and everyone else that made CEM Summit 2013 such a success. Presentations like Michael’s will be hard to top in 2014…but we’ll try. Keep checking the site, look for emails from us and mark your calendars for next year’s summit. Because someone there – from a brand you recognize or perhaps one you don’t – will share an idea with the potential to change the way you look at customers forever.  

Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace. 

With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today. 

              Follow me on Twitter: @EricTejeda | Connect on LinkedIn: Eric Tejeda 

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