Interview with David Cliche of Aon Corporation

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Blake Landau

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How can we make experiences positive for customers? How can we create a cohesive strategy to manage customers at different touch points and across different channels? David Cliche, VP Global Interactive Media for Aon Corporation, knows that you have to meet expectations at any touch-point over a lifecycle. This is not just a marketing tagline; it needs to be ingrained into a company’s marketing philosophy. Customers want to become part of the service culture of an organization and have a role in defining what it is. Delivering experiences consistently across the enterprise is critical, and companies should try to engage customer conversations. The old school thought is that the customer is always right. Well Cliche does not necessarily agree with that, nor does his customer. He involves them in a service oriented relationship. Cliche knows he must deliver on the expectations of the customer, and he asks the customer how he and his team can better meet their needs. It’s a partnership where the customer is sometimes right as long as they have given you the feedback so you can meet the customer’s expectations. A good experience between a customer and the organization is a two way street. Customers must be engaged and the best way to get there is through an information exchange where that feedback is delivered back to the company. The company must be in constant communication with the customer. If the organization’s primary objective is to deliver value to its customers the customer needs to be a part of that process. The structure doesn’t have to be a new department—it can work its way in to how an organization takes its products and services and makes them available. In this podcast, Cliche explains the importance of having clear expectations with customers and delivering on a brand promise.

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