Dr. Charles Patti, Ph.D.

About the Session

CEM Meets IMC: When Does Customer Experience Management Blend with Integrated Marketing Communications?

Customer Experience Management (CEM) and Integrated Marketing Communication (IMC) are two concepts that have been around since the '90s, but only recently have we figured out how to make them work together for greater profits. We now know that what customers feel about their experience with your company is more important than your products or services. And, we know that customers — not companies — drive marketing communication. These two ideas have powerful implications for every organization. 

In recent times, we’ve seen Starbucks and Whole Foods — two stalwarts of customer experience — stumble.  And, we’ve seen companies struggle to communicate with an increasingly elusive customer. What can companies do to maximize the benefits of customer experience management and integrated marketing communication?

In this session, Dr. Patti will:

• Illustrate why and how CEM is working for companies in all sectors of the economy
• Show the gap between what CEM is supposed to communicate to the customer and what is actually delivered
• Explain two CEM tools that you can use immediately to evaluate how well you understand the emotions of your customers
• Demonstrate the effectiveness of the IMC gap analysis

His presentation will give you fresh ideas and new tools to create, deliver, and measure better communication.

Biography

Charles Patti, Ph.D., University of Denver. Dr. Patt has had a broad and deep career in industry and academic life.  He holds a Ph.D. from the University of Illinois and has been on the faculties of Arizona State University (head of the advertising program), the University of Hartford (Associate Dean and Director of the Institute of Distance Learning), Queensland University of Technology (Brisbane, Australia where he was Head of the School of Advertising, Marketing, and Public Relations), and the University of Denver where he heads the graduate programs in IMC and Customer Experience Management. 

Dr. Patti also holds academic appointments at UTAR and UTM (two of the most prestigious universities in Malaysia) and Temasek Polytechnic (Singapore).  He has also been a visiting professor at the Helsinki School of Economics, the University of Otago (New Zealand), and the Graduate School of Business at Bocconi University (Milan).

Dr. Patti has an active profile in the industry through consulting, boards, collaborations, corporate training and expert witness assignments. His consulting clients include Aetna Insurance, Allens, Arthur Robinson, McDonald’s, New Zealand Telecom, Quest, Siemens, Sunsuper, and Texas Instruments.