Got (Relationship Marketing) Skills?
One of our 1to1 magazine readers recently emailed me this question:
“What are the skill sets of successful relationship marketing directors? I have already checked out the job sites but a majority of the descriptions display the immediate need rather than the responsibilities that will make a company a truly 1to1 organization.”
It’s a great question, and the first thing that came to mind was our 1to1 Customer Champions, who are all highly skilled relationship managers. With those folks in mind, I sent a reply:
I replied that most of the relationship marketing executives I know have a background in marketing, customer service, or both; some also have sales experience. The executives who tend to be the most customer-centric have not just skill sets in these areas (like understanding how to deliver a great customer experience on the phone or how to segment customers to deliver relevant marketing communications), but also have empathy. They get customer feedback to truly understand customers’ needs and expectations, and then actually use that information to improve their organizations’ sales, marketing, and service, as well as their products and processes. They also realize the importance of a culture that supports employees; they understand that employee satisfaction and loyalty helps foster customer satisfaction and loyalty.
To me, a successful director of relationship marketing remembers the importance of the “relationship” in their title, in regards to both customers and employees; but also understands that combining customer insight (data, feedback, etc.) with customer centricity will allow their company to create that compelling customer experience that boosts both customer value and the bottom line.
What do you think it takes to be a successful relationship marketing executive?
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