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The Customer Equity Initiative - What is it?

In today’s business climate, gaining and sustaining profitability is a battle for Customer Mindshare.

Competing for Marketshare has turned into a competition with competitors to offer more for less. Winning mindshare is about customers, their desires and emotions. It requires new perspectives, new strategies and new tactics for implementation. It takes insights into today’s customers, what they value, how they make decisions and how to deliver engaging customer experiences that stimulate desire and commitment.

To deliver engaging customer experiences, businesses must realign their practices to match the mission and critical to this realignment is getting employees engaged in the process.

The Customer Equity initiative is designed to help companies address these challenges.

We believe that AARM's new initiative will help you and your company Build Customer Equity - the wealth creating potential that lies in a company’s relationship with its customers.

With this initiative we are taking the position of a cross between a think tank and educational center, all related to helping companies acquire the knowledge required to actually build Customer Equity on an ongoing basis.

We provide Thought Leadership and Credibility, Coaching, Strategies, Tactics and Tools. And... a model for sustainable growth. Our tool chest currently includes several excellent white papers that address the issues in Building Customer Equity from different perspectives.

Our various Best-in-Class Teleseminars and Free Tele-Insights sessions, our Workshops, Executive Collaboration Sessions, Bootcamps and other educational content are just what your enterprise needs to get and stay ahead.

The Customer Equity Initiative is currently growing rapidly. It's not hard to understand why. This will be the place where you and your teams can acquire advanced knowledge and understanding in the process of Building Customer Equity, all with an underlying network of support.

Fuel for Leadership...
Strategy for Customers!

For starters and to get the full lowdown I invite you to read my remarks in the About us section.
Listen in on a conversation between myself and co-program directors John I. Todor, Ph.D. and William D. Todor, Ph.D. about the rationale behind the Initiative and its purpose. Learn how the Initiative can help you and your company gain and sustain profits and growth by building customer equity. Click Here to download.

I also invite you to download a free paper by John and Bill Todor or one of the other thought leaders (in the Papers section), and, there will be more of these to come. Certainly, check out the various events and offerings that can help you acquire knowledge in the quest to Build Customer Equity.

 What you see today is just the beginning of an entire movement.

I invite you to join us in this ongoing journey and join the Customer Equity Initiative today. Let us show you how being a part of The Customer Equity Initiative will benefit your enterprise.

Robert T. Stacey
Executive Director - The Customer Equity Initiative
Register for Customer Equity Initiative updates
 

Customers

Today's customers are confronted with abundance, overwhelming choice, rapid change and increasing time pressure.

Abundance and choice give customers the upper hand in the commodity game.

Rapid change, uncertainty, time pressure and growing distrust have increased stress levels of customers and are creating a sense of alienation.

For most customers, essential needs fulfillment are readily attained. Increasingly, customers value the opportunity to reduce stress, moreover, they want to become engaged in meaningful experience and to become immersed in authentic relationships.

Employees

Gallup Research has shown that 75-
90% of employees are less than fully engaged in their job. This means that while they are physically present, they are at least partially psychologically
absent.

This disengagement erodes company profits and competitiveness and it has a dramatic impact on a company’s ability to deliver the type of customer experience that they value and reward with loyalty.

Customers are up to 20 times more likely return to a business if they perceive employees to be engaged.

Companies

Customers exhibit a split personality when making purchase decisions. Most businesses, by playing primarily to the indifferent personality, encourage an adversarial relationship with the customer.

Yet, they bemoan the lack of customer loyalty. Furthermore, this approach contributes to brand and product indifference.

When the engaged personality comes into play, desire replaces indifference.

This can happen only when the customer experience is emotionally and psychologically engaging.

Today's customer increasingly seeks these experiences. Companies who facilitate these positive experiences will have avid and loyal customers.

Which personality is your company
courting?