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12th Customer Service
and Marketing Seminar
February 19-20, 2003
Speakers
/ Co-sponsors
Partners Seminar Attracted Many
to USU Campus
Last week the Partners in Business
program hosted their 12th annual Customer Service and
Marketing Seminar at the Eccles Conference Center on
the USU campus. The two final seminars in this year’s
highly successful series include Women in Business which
will occur on March 19th, and the Human Resources Seminar,
which will take place on April 2nd and 3rd. Currently,
the staff is also planning and promoting next year’s
seminars, and contacting current Partners about renewing
their Partnerships. Thanks to your overwhelming support
the program continues to grow and attract high quality
speakers.
This year’s customer service
and marketing specialists provided the audience with
a good return on their investment. The seminar’s
general themes centered on how successful organizations
brand their product or service, create marketing campaigns,
and retain customers. Wednesday’s first speaker,
Scott Anderson, the President and CEO of Zions Bank,
focused on the bank’s branding and service strategy,
its customer service philosophy and how Zions retains
customer loyalty. Tony Campo, the President of the House
of Treasure Institute, discussed how to make sure that
you master life’s competing demands so that you
can spend your time doing what you truly value. Bill
Good of Bill Good Marketing focused on campaign styles
and prospecting, and John R. Miller, the CEO of Farmland
National Beef discussed how to align business tactics
with strategic goals.
Nikki Vejnar, the Manager of Customer
Service at SkyWest Airlines, kicked off Thursday’s
session with a discussion of how to develop customer
focused employees, and Steve Barnett, the President
of the SmartRevenue Consumer Group discussed scenario
planning, and the value of developing contingency strategies.
Rob May, the Director of Marketing for MasterCraft Boat
Company gave the seminar’s final presentation.
He focused on how the company maintains its market share
by delivering a solid product, and meeting customers’
post sale expectations.
The concurrent sessions featured
a presentation by Christine Stanger on low-to-no cost
marketing strategies, a discussion by Maury Giles on
using research to further your understanding of your
customer, and presentations about developing customer
relationships and marketing issues from a Dutch perspective
by Chris Beuker, Ben Suurmeijer, and Ron Wezel who are
affiliated with the Hanze Hogeschool in the Netherlands.
A former USU student, Susan Cutler, focused on understanding
that your brand is bigger than your product, and making
sure that company sponsored events reflect your company’s
mission and values, and two USU faculty members Ed Stafford
and Cathy Hartman discussed the value of marketing the
wind.
At Thursday’s luncheon, the
Dean of the College of Business, Caryn Beck-Dudley,
presented Kay L. Toolson, who earned both a bachelor’s
and master’s degree at USU, with a Professional
Achievement Award for an extraordinary 31 year career
in the recreational vehicle industry. He is currently
the CEO and Chairman of the Board at Monaco Coach Corporation,
active in many professional and community organizations,
and an avid racing enthusiast. He owns a race car that
recently competed in the Daytona 500.
Several students were also honored.
Marie Bonham received the D. Wade Mack Assistantship
for coordinating this year’s Customer Service
and Marketing Seminar. Jason McMullin, a finance major,
was awarded the J.C. Penney Co. Entrepreneurial Assistantship
for his extraordinary efforts promoting the Partners
Program, and for assuming the coordinator’s role
for the Financial Services and Banking Seminar, and
the International Business Seminar. And, Jake Stevens,
a senior with a dual major in economics and finance,
was recognized as the 2002 National Co-op of the Year
Finalist. He was nominated jointly by his co-op employer,
Toyota Motor Sales, and the College of Business Cooperative
Education Department. Mr. Len Wong with Toyota commented
that Jake’s performance will raise the standard
for all future interns.
Speakers
| Keynote Speakers |
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Steve Barnett, Ph.D.
President, SmartRevenue Consumer Group
Marketing Myths and Legends
Mr. Barnett has an international
reputation for his expertise in scenario planning-based
market strategy and business strategy development.
He will debunk currently fashionable marketing
myths and legends, including “the segment
of one,” CRM and loyalty, self branding,
the need for more SKUs, and consumer “need
states.” |
Photo
Not
Available |
Nikki
Vejnar
Customer Service Manager, SkyWest Airlines
Delighted Customers in
a Dejected Industry
Ms. Vejnar directs over 130
employees and is responsible for increasing the
quality of customer service by focusing on employee
training and coaching. She will discuss how SkyWest
Airlines handles the public's demands, and the
company's five keys to developing customer oriented
employees. You will learn how the company's open
door policy creates a great working environment. |
 |
A.
Scott Anderson
President and Chief Executive Officer, Zions Bank
They Have Already Picked
You Once...Help Them Pick You Again, and Again
Mr. Anderson presides over
Utah’s largest local financial institution
with 125 full-service branches throughout the
state. He will discuss the importance of focusing
your organization’s marketing energies on
retaining existing clients. You will learn why
this strategy has the power to produce a dramatic
impact on your bottom line. |
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Rob
May
Director of Marketing, MasterCraft Boat Company
Superior Service: Meeting
the Customer's Expectation of the Brand
Mr. May is responsible for
Mastercraft’s brand operatives including
the company’s dynamic internet presence.
He will outline how to build a great brand, and
maintain customer loyalty. You will learn why
in today’s market-driven world it is more
important than ever to deliver a great product
and provide excellent customer service. |
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John
R. Miller
Chief Executive Officer, Farmland National Beef
Building Strategic Advantage
Against Stiff Competition
Mr. Miller oversees Farmland
National Beef’s finance, legal, production,
sales and marketing, personnel, and acquisitions
functions. He will discuss how to build a successful
company when the competition has more capital,
and a greater market share. You will learn how
Farmland aligned tactics with strategic goals,
achieved the requisite commitment level, and rewarded
its employees. |
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Tony
Campo
Marketing Officer, Great American Specialty Auto
Group
President, House of Treasure Institute
Mastering
the Competing Demands of Work and Life
Mr. Campo founded the House of Treasure Institute
to help businesses and individuals, particularly
entrepreneurs, learn to handle life’s competing
demands in their personal and professional lives.
He will provide you with a unique framework for
managing competing demands effectively. Mr. Campo
will help you improve your focus, and change the
way you think about your time, productivity, and
effectiveness. |
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Bill
Good
Chairman, Bill Good Marketing, Inc.
Developing New Customers
Mr. Good is known for his
innovative marketing programs. His company produces
the top-selling financial services marketing system.
He will discuss marketing campaign styles, and
provide you with tools that will enhance your
future marketing endeavors. |
| Concurrent
Speakers |
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Edwin
R. Stafford, Ph.D. and Cathy L. Hartman, Ph.D.
Associate Professors of Marketing, Utah State University
Marketing
the Wind: Entrepreneurial Opportunities for Diffusing
Renewable Energy in Utah
Dr. Stafford has worked with many businesses and
environmental organizations on clean technology,
and Dr. Hartman has worked with various environmental
groups, including Greenpeace. They will discuss
market barriers, such as public policy, and perception,
that prevent Utah businesses from reaping the
significant opportunities of wind power. |
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Susan
H. Cutler
Marketing Manager, Jamba Juice Company
Bringing Your Brand to
Life
Ms. Cutler is responsible
for executing marketing and promotional activities,
and driving local brand development and awareness
in various markets. She will focus on ways to
jazz up your brand. Her suggestions will help
you build brand awareness and sales. |
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Maury
Giles
Vice President, Wirthlin Worldwide
Get Answers, Not
Just Research
Mr. Giles has provided market
research and strategic communications consulting
for some of the country’s largest companies.
He will discuss why you need to understand your
customer. You will learn how to use the latest
tools to gain consumer insights and to create
winning communications. |
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Christine
A. Stanger, CMD
Vice President Sales and Marketing, FORTHGEAR
Bootstrap Marketing: How
Ingenuity Can Shrink Advertising Expenditures
FORTHGEAR provides brand
solutions. Ms. Stanger will delve into the company’s
archives to provide you with case studies, and
practical applications. You will learn about low
cost marketing strategies, and what is currently
working. |
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Chris
Beuker
Director, Asio Management
Why it is so Hard to be
Customer Focused
Asio Management is a Dutch
consulting firm that helps companies improve their
customer relations. Mr. Beuker has more than 20
years of management experience in the telecommunications
industry. He will discuss how difficult it is
to train employees to focus on customer satisfaction.
You will learn that developing the right customer
service mind-set is a universal problem.
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Ben
Suurmeijer
Manager Marketing & Communication MF Group
Headquarters
MF Group is a staffing organization
that matches employees with positions. Mr. Suurmeijer
will discuss the changes that CRM, a process that
focuses the organization’s structure on
customers, produces. He will explain how to manage
the critical human factor.
Louk
Schellekens
Superintendent, Wagenborg Shipping B.V. Fleet
Management Department
Wagenborg is a marketing
oriented shipping company that operates on a global
scale. Mr. Schellekens will discuss trends in
Wagenborg’s rapidly changing working environment,
and the way they affect the business.
Ron
Wezel
6 Sigma Blackbelt, Global eXchange Services
Global eXchange Services
designs, implements, and maintains supply chains
for Fortune 500 Companies from a global base.
Mr. Wezel will provide an overview of how GSX
implements its services, and manages organizational
change for key customers.
Dutch Panel: e-MBA students
at the Hanze Hogeschool in Groningen (Netherlands)
Core
Competencies in Three Different Industries from
Three Different Perspectives
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| Co-sponsors
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Public Relations
Society of America
International Customer Service Association
Midwest Sales
R & R Partners |
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