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	May 17, 2007 Reinventing Marketing For Customer Centricity Insights from CMO Keynotes At Forrester's Marketing Forum 2007 by Elana Anderson with Harley Manning, Julie M. Katz

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Executive Summary

Many firms aspire to be customer-centric, yet few have figured out the recipe for successfully transforming their business. At this year's Marketing Forum, top marketing executives from leading companies spoke about their efforts to put the customer at the center of their business. This document provides highlights from keynote speeches including: 1) how Wells Fargo orchestrates a customer-centric culture; 2) Kia Motors' approach to defining an effective media mix; 3) Lester Wunderman's advice on customer loyalty; 4) what Orbitz is doing to engage travelers with its brand; 5) HP's efforts to personalize B2B marketing; 6) how Sony engages today's empowered consumer; and 7) Harte-Hanks' recommendations on how to approach the journey toward customer centricity.

TABLE OF CONTENTS

• Customer Centricity: Easy to Say; Hard To Do
• CMOs Share Their Advice On Customer Centricity

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• What You Can Do To Drive Customer Centricity
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