You may remember them as the Innovator Awards. For the past three years 1to1 Magazine has rewarded the best thinking and results in customer strategy. This year we took the awards to a higher level. We rewarded companies for making their customer strategy work across the enterprise. We set out to reward the companies that created customer strategies that measurably impacted the bottom line.
We separated the awards into four categories. Customer Strategy shows how companies allocate resources to maximize their interactions with customers. This category received the most nominations, and showed itself to be truly global. The judges were most impressed with the results and execution of Cleveland-based KeyBank. Organizational Transformation highlights the difficult job of changing the personnel and culture within a company to better implement customer strategy. Reflect.com best demonstrates this evolution. Technology Optimization shows how rapid advances in customer-centric technology enables impactful customer strategy. Continental Airlines was selected as the company that most embodied using technology for the purpose of improving the customer experience. Finally, in the Privacy category, Hewlett-Packard built privacy into a competitive advantage.
Though the winners are U.S.-based, the finalists were an
international mix, which we show in our second feature "Inside the Mind of a Customer Strategist." All the finalists share common attributes. The first is a desire to initiate a strategy that centers the companies on customers, rather than on products. The second is strong leadership. The third is the leap of faith that comes with all aggressive and impactful business decisions.
Customer strategy-for organizations from KeyBank to the
Singapore Armed Forces-has gone beyond innovation. Being innovative doesn't guarantee results. But true business impact is a result that the companies profiled in the following pages made a reality.
Senior Vice President,
Nielsen Media Research
Senior Vice President
Marriott Vacation Club
Dennis J. Upton
Brother International Corporation
Executive Director, Marketing
CAGE North America, Merial Limited
Chairman and CEO
Mitchells of Westport and Greenwich
President and Founder
The Customer Strategy Group
Professor of Business Administration
Harvard Business School
Vice President and Research Director, CRM
Sr. Dir. Customer Experience Marketing
Company Privacy Leader
J. Trevor Hughes
Intl. Assoc. of Privacy Professionals
Author, Chairman and CEO
BlackBook Media Corp.
Manager, Database Marketing
Hopkins One, Organizational Change
Vice President, Learning Solutions Group
Carlson Marketing Group
Chairman of Business Administration Dept.
Terry College of Business, Univ. of Georgia
Vice President, Investor Interactions
American Century Investments