08 April 2004

Wal-Mart’s Onetime CMO: Win Customers’ Hearts

Why creating emotional attachments with buyers is more crucial than obsessing over your rivals

A GMJ Q&A with Paul Higham, former chief marketing officer at Wal-Mart
How do you build one of the world’s greatest companies? Not by obsessing about the competition, says Paul Higham, Wal-Mart’s former marketing chief. The key is forging strong emotional connections with customers.
Gabriel Gonzalez-Molina is an author and lecturer for Gallup. He is coauthor of Follow This Path: How the World’s Greatest Organizations Drive Growth by Unleashing Human Potential (Warner Books, 2002).
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See also
What's Your Company's Purpose?
Good to Great? Or Lousy to Good?
Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential

Customer Engagement: Going Beyond Satisfaction

How do world-class organizations rise to the top in today's intensely competitive, turbulent global marketplace? High-performance organizations recognize the emotional drivers of human nature and leverage them to drive performance, one customer at a time.

This event will take place from 08:30 to 11:45 at the Gallup London office (The Adelphi, 1-11 John Adam Street, London WC2N 6HS). There is cost to register. To learn more or to register, visit the Customer Engagement: Going Beyond Satisfaction page on the Gallup Consulting Web site or contact James Rapinac on +44 (0)20 7950 4433.

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Popular Topics Brand Engagement Business Consumers Customer Engagement Employee Engagement Innovation Leadership Performance Management Strengths-Based Development Workplace
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Copyright © 2009 Gallup, Inc. All rights reserved.
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